Premium beauty and personal care witnessed a resurgence in demand for premium products in 2021 as the economy bounced back from COVID-19 and some consumers switched back to higher-priced products. There has been a heightened awareness of premium products among Kenyans with affluent men still slowly adapting to grooming regimes and seeking out premium brands.
Besides the impact of COVID-19 on premium or luxury goods, the segment is also hampered by the influx of fake products in the market. The Kenyan market is flooded with counterfeited premium products, so many consumers will spend time seeking out legitimate brands.
A vast number of young male adults are moving into men’s grooming in Kenya in line with the growth of the middle classes, providing a steady stream of new customers for this burgeoning market. The COVID-19 pandemic also boosted men’s grooming giving men time to take better care of themselves.
In 2021, with the declining numbers of COVID-19 infections and eased restrictions slowly bringing back normality to daily life, premium current value sales picked up. Retailers selling premium products were able to reopen making it easier to make purchases.
There has been an increased awareness among consumers on the need to care for one’s skin. This trend exploded as the pandemic unfolded and consumers took advantage of more free time to devote to personal hygiene.
Being a trusted brand in the country, PZ Cussons EA continues to play a key role in premium beauty and personal care through its premium hair care brand Venus. The company has maintained its leadership in the Kenyan beauty and personal care industry by offering well-known and affordable mass brands but has also excelled in the premium segment, although it only operates in hair care.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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