Although the consumption of beauty and personal care products has increased considerably over the review period, disposable incomes took a significant hit in 2020 due to the negative impact of the COVID-19 pandemic. With the COVID-19 pandemic causing a contraction of many national economies around the world, including Kenya’s, consumers were faced with reduced spending power in 2020.
In Kenya, premium beauty and personal care has seen the introduction of products such as face masks, serums, exfoliators, tinted sunscreen and skin hydration products. These appeal to the niche segment of middle- and higher-income consumers who are seeking personalised products to cater to their very specific needs.
Following the outbreak of COVID-19 in 2020, the Kenyan government restricted the movement of its population in order to prevent the spread of the COVID-19 virus within the country. This included the partial closure of salons for long periods of 2020, which had a negative impact on the category as many premium beauty and personal care products are sold or used in salons.
Over the forecast period, retail current value growth is expected to accelerate as the threat of COVID-19 subsides. The end of social distancing restrictions will mean that life, and consumers social calendars, will return to normal in Kenya in the coming years, and this will stimulate growth in premium beauty and personal care over the forecast period.
As consumers will be more price sensitive over the forecast period, brands in premium beauty and personal care are expected to use promotional activities and online advertisements in order to make their products more accessible to a wider consumer base in Kenya. Companies such as Dove by Unilever Kenya and Nivea by Beiersdorf East Africa in mass beauty and personal care have already instigated buy one get one free promotions in order to stimulate consumer interest in their products, and premium brands are expected to follow suit in the coming years to increase the visibility of their products and drive sales.
Over the forecast period, consumers, including male consumers, are expected to become more aware of the benefits of premium beauty and personal care products and will take more of an interest in a wider range of products in beauty and personal care more generally. The growing presence of premium skin care products in Kenya in particular will continue to drive sales in premium beauty and personal care as these products appeal to a large consumer base of predominantly middle and high income households.
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This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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