Premium Beauty and Personal Care in Kenya

PRE-COVID-19 PERFORMANCE

Growing demand among Western-minded middle and higher income consumers

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.

Rising eco-awareness fuels interest in green products

The Kenyan market is seeing the rise of a more environmentally-conscious higher-income consumer base focused on finding the source of ingredients in brands in order to weigh up their costs and benefits. Furthermore, in general, consumers believe that natural products offer greater efficacy, thus encouraging them to pay higher prices for premium options.

Wide product range and extensive distribution key to success

Haco Tiger Brands continues to lead premium beauty and personal care value sales in Kenya. The company offers four brands in premium beauty and personal care in Kenya – Black Silk, Miadi, Motions and TCB Naturals; all of which saw static or rising value shares in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of premium beauty and personal care are now expected to rise by just 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. In the first half of 2020, the COVID-19 pandemic has brought an abrupt halt to the strong sales growth seen for these products during the review period, and has triggered widespread economic uncertainty, encouraging mid- and high-income consumers alike to cut back on spending.

Affected products within premium beauty and personal care

With most workplaces closed and socialising in person coming to a halt during the COVID-19 lockdown, the usage of many products in premium beauty and personal care is in decline in 2020. Premium colour cosmetics, fragrances, hair care and adult sun care are expected to be hit hardest as consumers spend more time at home.

Recovery and opportunities

The decline at constant 2019 prices expected in 2020 as a result of the COVID-19 lockdown and economic uncertainty will impact premium beauty and personal care sales over the forecast period as a whole, before a recovery from 2021 onwards. Many consumers will remain highly price-sensitive and continue to prioritise essential purchases, while seeking the lowest available prices.

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