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Country Report

Skin Care in

Skin Care in Kenya

20 pages, Jul 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Skin care performing well off the back of marketing and promotions

Companies continue to actively promote, market and educate consumers about their skin care products and the benefits they can provide, which is helping to drive category growth. With rising urbanisation and a growing middle class more consumers in Kenya are showing a growing interest in skin care products, with an expanding modern retailing landscape helping to support demand.

Consumers go in search of natural ingredients

There was increased demand for products with natural ingredients in 2017, such as aloe vera, shea butter and cocoa butter, driven by concerns over the harm chemicals can cause to the skin and the environment. Consumers are prioritising products which are affordable and natural and, in order to meet this demand, manufacturers are increasingly using natural ingredients such as shea butter, aloe vera, and honey, among others, with this also being a focus of their marketing.

Milking jelly impedes the development of skin care

Despite the development of skin care in Kenya, there remains a widespread trend for using a traditional milking jelly for cows, known as Arimi’s Milking Jelly. This remains a popular alternative to packaged skin care among most households due to its perceived superior skin nourishing properties, affordability, long-term presence and wide distribution.

COMPETITIVE LANDSCAPE

Unilever retains lead

Unilever Kenya Ltd retained the lead in skin care in 2017 thanks in particular to the ongoing popularity of its Vaseline Intensive Care, Fair & Lovely and St Ives Swiss Formula brands. The company’s Fair & Lovely brand has benefited from the global trend towards skin lightening, which is also present in Kenya, while St Ives Swiss Formula benefits from its use of natural ingredients.

L’Oréal expands portfolio in Kenya

L'Oréal East Africa Ltd was ranked third in skin care in Kenya in 2017, with it offering the Nice & Lovely, Gold Touch, Garnier Body, The Body Shop and L'Oréal brands. In 2017 it extended its portfolio in Kenya by launching its MIXA skin care range in four variants: The Expert Product Cica Repair Balm, Restoring Body Lotion for Very Dry Skin, Anti Dryness Body Lotion for Dry Skin and Soothing Body Lotion for Sensitive Skin.

SheaMoisture launched

US brand SheaMoisture was launched in Kenya in 2017, with this being one of the skin care industry’s fastest growing brands on an international level. The brand is initially only being distributed through Lintons Beauty World and Jesavi stores.

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Samples

Skin Care Market Sample Report Skin Care Market Sample Data

Overview

Why buy this report?

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.

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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:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Skin Care in Kenya?
What are the major brands in Kenya?
In which facial care category are skin whitening benefits most pronounced?
How are sales of mass versus premium anti-agers evolving?

Why buy this report?

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

This industry report originates from Passport, our Beauty and Personal Care market research database.

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Skin Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Skin care performing well off the back of marketing and promotions

Consumers go in search of natural ingredients

Milking jelly impedes the development of skin care

COMPETITIVE LANDSCAPE

Unilever retains lead

L’Oréal expands portfolio in Kenya

SheaMoisture launched

CATEGORY DATA

Table 1 Sales of Skin Care by Category: Value 2012-2017
Table 2 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Skin Care: % Value 2013-2017
Table 4 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 5 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 6 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 7 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 13 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 14 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 15 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 16 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Skin Care in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Skin care performing well off the back of marketing and promotions

Consumers go in search of natural ingredients

Milking jelly impedes the development of skin care

COMPETITIVE LANDSCAPE

Unilever retains lead

L’Oréal expands portfolio in Kenya

SheaMoisture launched

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Skin Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Skin care performing well off the back of marketing and promotions

Consumers go in search of natural ingredients

Milking jelly impedes the development of skin care

COMPETITIVE LANDSCAPE

Unilever retains lead

L’Oréal expands portfolio in Kenya

SheaMoisture launched

CATEGORY DATA

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

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