In 2020, following the outbreak of the COVID-19 pandemic, Kenyan authorities introduced travel restrictions to curb the spread of the potentially deadly virus throughout the country. Although it is advised that consumers wear sun protection even when not directly exposed to the sun, many consumers do not think to use sun protection products unless they are travelling or spending a lot of time outdoors.
Overall, sun care is yet to become a popular aspect of consumers daily personal care routines in Kenya, especially among lower income households. This is partially due to the fact that sun care products are relatively expensive, which still deters many consumers from purchasing sun care products regularly in Kenya.
Although the COVID-19 pandemic caused difficult economic circumstances that discouraged consumers from investing in sun care products in 2020, consumers are, in general, becoming better informed about the need for sun care products. More Kenyan consumers are understanding that sun protection is, in fact, one of the most important steps in skin care, with consumers of all ages understanding the damage that UVA and UVB rays can cause to skin.
In previous years, self-care was seen as a feminine quality. Over the forecast period, however, this stereotype is expected to become less prominent in Kenya, and male consumers are expected to become more interested in sun care products to protect themselves from the harmful effects of UVA and UVB rays.
Over the forecast period, as the threat of the COVID-19 virus subsides, Kenyan and international authorities are expected to ease travel restrictions and bans, allowing consumers to travel and go on holiday more easily and further afield. As local and international tourism alike improves, and consumers will also be able to socialise and attend social events and partake in outdoor activities such as sports more freely, so occasions to use sun care products will increase.
Although skin lightening products are actually banned in Kenya, many beauty and personal care retail outlets continue to stock them. This is due to the increasing demand for skin lightening amongst women especially who, due to the bias of international beauty standards, equate beauty with a lighter shade of skin.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Sun Care research and analysis database.
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