Executive Summary

Jun 2019
PROSPECTS
Adult sun care is expected to post healthy growth in the forecast period

In line with global health concerns about the effects of long exposure to sunlight, adult sun care is expected to witness growth in the forecast period. Due to the fact that sun protection products remain largely unaffordable for many consumers for regular use, most buy them only for use when on holiday.

Growth will be hampered by competition from other categories

Producers of colour cosmetics, especially facial make-up, are increasingly incorporating sun protection in their products; hence, fewer consumers are expected to purchase separate sun protection. Facial moisturisers and other skin care products also increasingly incorporate sun protection, due to increased consumer awareness of the risks posed by sun exposure and UV rays.

Consumers expect better textures and increased transparency of ingredients

Consumers are increasingly seeking improved formulations in terms of lighter textures, and swift application. This has led manufacturers to offer sun protection products in spray bottles and squeezable plastic bottles, as well as creams in jars.

COMPETITIVE LANDSCAPE
The spray format continues to see growth

Spray format products, due to their practicality, leak-proof bottles and hygiene, as well as their portability, continue to see growth. Also, they are becoming more readily available across various retail channels, which increases their visibility amongst potential consumers.

Supermarkets maintains the highest share of sales

Sun care products are often retailed through supermarkets, in the same aisle as body lotions and soaps, as they aim to target consumers who are doing their monthly shopping. When it comes to premium sun care products, sales of which remain negligible in Kenya, these can be found through chemists/pharmacies such as Good Life and Lintons, which retail international brands at premium prices.

Global health concerns about prolonged sun exposure will drive sales

Social media pages, health organisations and general awareness campaigns continue to emphasise the importance of sun protection, in a bid to reduce the number of cases of skin cancer, which are gradually rising. In general, consumers are urged to use sun protection with broad spectrum protection and water-resistance, and which have an SPF of at least 30.

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Sun Care in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sun 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 Sun Care industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sun 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 Sun Care in Kenya?
  • What are the major brands in Kenya?
  • What is the most common sun protection factor?
  • How are sales of self-tanners performing?

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.

Sun Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Adult sun care is expected to post healthy growth in the forecast period
Growth will be hampered by competition from other categories
Consumers expect better textures and increased transparency of ingredients

COMPETITIVE LANDSCAPE

The spray format continues to see growth
Supermarkets maintains the highest share of sales
Global health concerns about prolonged sun exposure will drive sales

CATEGORY DATA

Table 1 Sales of Sun Care by Category: Value 2013-2018
Table 2 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 3 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Sun Care: % Value 2014-2018
Table 5 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 7 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 8 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Continued growth and the dominance of mass products
Middle-class consumers expect more premium products
Local manufacturers pose strong competition for international players
Counterfeit products pose a threat to both the mass and premium segments
Beauty and personal care is expected to see steady growth over the forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources