Rising awareness of the importance of using sun care protection is supporting the performance of sun care. Kenyans have become keener on taking care of their skin, in part due to increasing health concerns as skin cancer numbers rise.
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.
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.
Dwindling current value sales and lower demand as a result of the COVID-19 pandemic forced sun care players to venture into digital in order to attract customers and boost sales. Consequently, social media has become a bigger part of brand’s marketing strategies, which commonly involves social media influencers to push and endorse the brands visibility.
Kenya’s growing middle classes will continue to drive demand for premium sun care products. The category is flooded with counterfeit products which makes premium brands appear more genuine.
Being a trusted brand in the country, Beiersdorf East Africa LTD continues to dominate sun care and hold its value share with its pioneer brand Nivea Sun. There is a notable absence of other leading multinational sun care brands with Palmer’s and Forever Aloe Sunscreen the most popular brands after Nivea.
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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.
If you're in the Sun Care industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of sun protection, aftersun, self-tanning products and baby and child-specific sun care.See All of Our Definitions
This report originates from Passport, our Sun Care research and analysis database.
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