Beauty and Personal Care in Kenya- Product Image

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Beauty and Personal Care in Kenya

Report
108 Pages
May 2024
Region: Kenya
Euromonitor International
ID: 2359807

Beauty and personal care in Kenya grew in 2023, though volume sales slowed compared to previous review period years. The industry has witnessed a rise in internet-based enterprises offering diverse beauty and personal care treatments and items online - for example Uncover Co., and Bandari Beauty, among others.

The Beauty and Personal Care in Kenya report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Beauty and Personal Care market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

EXECUTIVE SUMMARY

Beauty and personal care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Demand driven by low-middle income consumers
Multifunctional variants gain traction
Inflationary pressures support sales in local, low-cost options

PROSPECTS AND OPPORTUNITIES

Demand for mass products to continue during forecast period
Aggressive marketing as a key strategy
Low-cost options to expand across category

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflation undermines sales in premium segments as consumers face squeezed budgets
Premium beauty remains resilient among mid-to-high-income consumers despite wider economic challenges
Counterfeit products remain problematic

PROSPECTS AND OPPORTUNITIES

Greater interest in premium skin care offers future growth potential
Improved lifestyles and incomes to drive demand
Experience-driven luxury will become more prevalent in premium segments

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Johnson &Johnson sued over sale of baby powder in Kenya, while consumers shift towards multifunctionality
Nice and Lovely East Africa introduces Nice& Lovely baby naturals.
Royal Converters launches Hanan Flushable baby wipes in top-performing subcategory

PROSPECTS AND OPPORTUNITIES

Slow growth forecast for baby and child-specific products in the face of strict regulations
Market expansion in line with population increase provides potential for future growth
Nappy (diaper) rash treatments faces further struggle

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Cussons adds two new variants to Flamingo soap line, while concerns rise regarding product ingredients
Bidco Africa ventures into e-commerce with a new online shop and Pwani Oil launches new chocolate soap
Players innovate in line with current trends

PROSPECTS AND OPPORTUNITIES

Growing demand for plant-based ingredients, essential oils and locally sourced materials
Multifunctional trend will accelerate during forecast period while consumers continue to shift towards local offerings
Improved household sanitation to impact on growth and development

CATEGORY DATA

Table 33 Sales of Bath and Shower by Category: Value 2018-2023
Table 34 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 36 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 37 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 39 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

E-commerce continues to rise in colour cosmetics in 20233
Maybelline New York engages social media influencers to push the brand, as lip products gains ground
Colour cosmetics is home to counterfeit brands

PROSPECTS AND OPPORTUNITIES

Generation Z as driving force for innovation
Rising incomes will support sales in colour cosmetics
Rising interest in personal appearance to support category development, as the digital shift continues

CATEGORY DATA

Table 42 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2023-2028

DEODORANTS IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Rising incomes and persistent urbanisation fuel positive growth in deodorants
Deodorant sticks faces pricing challenges amid growing demand
Beiersdorf maintains overall lead in 2023

PROSPECTS AND OPPORTUNITIES

Improved incomes and an expanding population will support future growth for deodorants in Kenya
Roll-ons to remain popular choice
Shift to natural deodorants likely to stunt category growth while e-commerce expands

CATEGORY DATA

Table 51 Sales of Deodorants by Category: Value 2018-2023
Table 52 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 54 NBO Company Shares of Deodorants: % Value 2019-2023
Table 55 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 57 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Shifting preferences towards safer alternatives
Increased incomes drive growth
Veet maintains market lead

PROSPECTS AND OPPORTUNITIES

Bleaches yet to gain traction, and consumers to continue to shift towards safe ingredients
Penetration of laser hair removal to negatively impact category growth
Hair removers remain preferred

CATEGORY DATA

Table 60 Sales of Depilatories by Category: Value 2018-2023
Table 61 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 62 NBO Company Shares of Depilatories: % Value 2019-2023
Table 63 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 64 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Mass fragrances outpaces premium alternatives
Arabian scents gain further ground and men show more interest in fragrances
Inflation negatively impacts sales, and refill stations expand

PROSPECTS AND OPPORTUNITIES

Premium fragrances to remain resilient
Counterfeit fragrances restrict overall growth
Signature fragrances set to become more widespread

CATEGORY DATA

Table 66 Sales of Fragrances by Category: Value 2018-2023
Table 67 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 68 NBO Company Shares of Fragrances: % Value 2019-2023
Table 69 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 72 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers shift towards chemical-free options boasting natural ingredients
Design Essentials launches innovative new product
L’Oréal invests in new education programmes and product expansion

PROSPECTS AND OPPORTUNITIES

Salon professional hair care to benefit from continued urbanisation
Health-conscious consumers to drive demand for natural ingredients as digitalisation trends continue apace
Premium hair care holds potential for growth

CATEGORY DATA

Table 74 Sales of Hair Care by Category: Value 2018-2023
Table 75 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 77 NBO Company Shares of Hair Care: % Value 2019-2023
Table 78 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 82 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Kenyan men increasingly prioritise grooming and self-care
PZ Cussons appoints Nameless as brand ambassador for Imperial Leather, and Hasbah maintains leaderships
Skin care drives interest in men’s grooming

PROSPECTS AND OPPORTUNITIES

Innovation informed by evolving needs and preferences
Budget-friendly brands will remain preferred choice for many consumers
Shift from premium razors to spark demand for more affordable grooming solutions

CATEGORY DATA

Table 85 Sales of Men’s Grooming by Category: Value 2018-2023
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 89 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

New Kenyan-made oral hygiene products introduced in 2023
Players use promotions to woo price-sensitive consumers
Dental floss yet to gain traction despite rising interest in oral care

PROSPECTS AND OPPORTUNITIES

Mouthwashes/dental rinses will struggle to gain traction
Electric toothbrushes appeal to urban dwellers while increased adoption of manual toothbrushes drives sales in rural Kenya
Improving lifestyles and consumer spending power to support future sales

CATEGORY DATA

Table 94 Sales of Oral Care by Category: Value 2018-2023
Table 95 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 96 Sales of Toothbrushes by Category: Value 2018-2023
Table 97 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 99 NBO Company Shares of Oral Care: % Value 2019-2023
Table 100 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 101 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 103 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Garnier rolls out green beauty products in Kenya.
CeraVe introduces affordable acne skin care variant, Nivea launches new line, and young consumers drive demand for premium options
The move is particularly significant given the high prevalence of acne in Kenya.
Vaseline employs Joy Kendi as its brand ambassador, Nice & Lovely launches stretch mark oil, and Haco introduces new lotion

PROSPECTS AND OPPORTUNITIES

Snail slime skin care products take shape while niche brands continue to emerge
Personalisation trend set to expand while e-commerce continues to rise
Sustainability and K-beauty trends will accelerate during forecast period

CATEGORY DATA

Table 105 Sales of Skin Care by Category: Value 2018-2023
Table 106 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 107 NBO Company Shares of Skin Care: % Value 2019-2023
Table 108 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 110 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Rising awareness drives development in sun care in Kenya
Social media supports sales in sun protection
Social media drives demand for higher-priced options

PROSPECTS AND OPPORTUNITIES

More brands set to leverage social media marketing during forecast period
Low-income consumers unable to afford sun care, while supermarkets will remain strongest distribution channel
Mid- and high-income consumers will support demand for premium variants

CATEGORY DATA

Table 112 Sales of Sun Care by Category: Value 2018-2023
Table 113 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2018-2023
Table 115 NBO Company Shares of Sun Care: % Value 2019-2023
Table 116 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 118 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

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