Skin Care in Kenya

PRE-COVID-19 PERFORMANCE

Rising awareness and sophistication fuels segmentation

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.

Demand continues to increase for organic and natural skin care offerings

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.

Manufacturers respond to demand for higher quality products

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within skin care

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.

Recovery and opportunities

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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