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Learn moreAug 2020
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An increasing number of consumers are looking for facial care products that serve a variety of needs. This includes products for specific problems such as acne, dry and ageing skin, and protection from sun exposure.
A growing number of consumers prefer formulations that contain organic and natural ingredients. This is because of rising awareness of how pollution and sun exposure can cause premature skin ageing.
Premium skin care includes products such as face masks, anti-agers and anti-cellulite products. As disposable incomes increase and consumers become less price-sensitive, the shift towards the premium segment will continue, driven by strong brand propositioning.
Sales of skin care are now expected to increase by just 1% in 2020 in 2019 constant value terms. This compares to an expected 5% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
By the end of 2020, the majority of product areas within skin care are expected to see lower than expected volume and value growth. However, demand for facial cleansing wipes has actually been boosted by the events of 2020, with consumers purchasing these products in order to sanitise their faces in the hope of preventing the spread of the virus, particularly while away-from-home.
As consumers begin to spend more time away-from-home once more as the lockdown eases, sales growth for skin care will begin to normalise. However, strong price-sensitivity will persist over the forecast period, with discounting likely to be widely used to drive sales growth for leading brands and affordable domestic brands likely to attract a growing number of people, particularly if they are able to offer effective natural ingredients.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Skin Care industry in Kenya with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Skin Care industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.
The Skin Care in Kenya market research report includes:
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Why buy this report?
This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.