Beauty and Personal Care in Kenya - Research and Markets

As the Kenyan economy relaxed back into a more normal routine in 2021, consumers increased expenditure on beauty and personal care. Current value growth picked up in 2021 fuelled by Kenya’s rising middle classes, and more specifically millennials who want to try new looks for the perfect selfie shot. Kenyans are now more informed than ever when it comes to beauty drawing on social media reviews and a wealth of online information.

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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 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.

BEAUTY AND PERSONAL CARE IN KENYA

EXECUTIVE SUMMARY

Beauty and personal care in 2021: The big picture
2021 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 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Positive industry recovery with easing of COVID-19 restrictions
L'Oréal East Africa to maintain market share lead in mass
Companies use advertising and promotions to stay ahead of the competition

PROSPECTS AND OPPORTUNITIES

Traditional retailers decline in popularity as consumers shift to e-commerce
Increasing demand for multi-purpose products among consumers
Health conscious consumers’ demand for more natural products pushes manufacturers to innovate

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026

PREMIUM BEAUTY AND PERSONAL CARE IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Increasing awareness of premium brands as income levels rise
Influx of counterfeit products pushes consumers to premium brands.
Men’s grooming is gaining ground, but remains small at the premium end for now

PROSPECTS AND OPPORTUNITIES

Steady increase in sales as post-pandemic normalcy returns post COVID-19
Heightened demand for premium skin care set to continue
PZ Cussons EA expected to maintain market leadership.

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026

BABY AND CHILD-SPECIFIC PRODUCTS IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Increased disposable incomes and population growth boosts category growth
Product development targets more discerning middle-class consumers
Increasing demand for diapers supports growth of baby wipes

PROSPECTS AND OPPORTUNITIES

Manufacturers must respond to demand for healthier and more sustainable products
Affordable, trusted brands to drive growth in baby and child-specific skin care
Multinational players will continue to drive growth with advertising and promotions

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 27 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026

BATH AND SHOWER IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Bath and shower accelerates in 2021 even as the pandemic eases.
Decreased demand for hand sanitisers as the pandemic eases.
Staple products such as bar soap gaining appeal as multi-purpose cleaner

PROSPECTS AND OPPORTUNITIES

Local brands driving growth alongside international players
Pace of product development with remain strong to meet growing demand
Growing demand for shower gels alongside bar soaps.

CATEGORY DATA

Table 31 Sales of Bath and Shower by Category: Value 2016-2021
Table 32 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 34 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 35 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 36 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 37 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 38 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026

COLOUR COSMETICS IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Steady rise in current value sales as COVID-19 restrictions ease
Influx of counterfeit products pushing consumers towards premium brands
High cost of local products pushes consumers towards international brands

PROSPECTS AND OPPORTUNITIES

Avon to launch in Kenya to capture growing demand
Technological innovations in e-commerce to boost channel’s growth
Increasing demand for mask-friendly make-up

CATEGORY DATA

Table 39 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 40 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 41 Sales of Colour Cosmetics by Premium vs Mass: % Value 2016-2021
Table 42 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 44 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Table 47 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2021-2026

DEODORANTS IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Increased product innovations to meet consumer demand.
Rising demand for deodorant sticks
Women turn to the purchase men’s deodorants owing to good smell and durability

PROSPECTS AND OPPORTUNITIES

Steady growth due to eased pandemic restrictions
The middle-class segment to boost category growth.
Beiersdorf East Africa LTD to maintain lead in the forecast period.

CATEGORY DATA

Table 48 Sales of Deodorants by Category: Value 2016-2021
Table 49 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 50 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 51 NBO Company Shares of Deodorants: % Value 2017-2021
Table 52 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 53 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 55 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026

DEPILATORIES IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Reduced demand for razors and blades among high- and middle-income consumers
DIY Beauty and personal pampering continue to grow in popularity.
Middle classes driving growth in hair removers

PROSPECTS AND OPPORTUNITIES

Reopening of salon and beauty parlours to push growth in forecast period.
Reckitt Benckiser maintains leadership in the depilatories
Gillette brands to maintain popularity in razors and blades

CATEGORY DATA

Table 56 Sales of Depilatories by Category: Value 2016-2021
Table 57 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Depilatories: % Value 2017-2021
Table 59 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 60 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026

FRAGRANCES IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Mass fragrances outperform premium fragrances as pandemic eases
Fragrance players migrate online to boost sales
Kenya attracts more foreign brands offering affordable perfumes

PROSPECTS AND OPPORTUNITIES

Fragrances to benefit from middle-class growth
Men growing demand for fragrances
Potential for local fragrance manufacturers to compete

CATEGORY DATA

Table 62 Sales of Fragrances by Category: Value 2016-2021
Table 63 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 64 NBO Company Shares of Fragrances: % Value 2017-2021
Table 65 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 66 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 67 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 68 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026

HAIR CARE IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Steady growth in sales post COVID-19.
Promotions are key for manufacturers to maintain retail volumes since COVID-19
Scalp care emerges boosting category growth

PROSPECTS AND OPPORTUNITIES

Middle classes to drive value growth in forecast period
Natural hair awareness among consumers to heighten growth
Social media marketing to be a key strategy for players through recovery.

CATEGORY DATA

Table 70 Sales of Hair Care by Category: Value 2016-2021
Table 71 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 72 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 73 NBO Company Shares of Hair Care: % Value 2017-2021
Table 74 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 75 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 76 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 78 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026

MEN'S GROOMING IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Men’s grooming growing due to changing lifestyles and awareness
Home grooming more popular in aftermath of COVID-19
Kenya’s growing middle classes boost demand for premium fragrances
PROSPECTS AND OPPORTUNITIES.
Barber shops pushing for the demand for aftershave products
An increase in demand for men’s toiletries is expected in the forecast period
Hasbah Kenya Ltd to face growing grooming

CATEGORY DATA

Table 81 Sales of Men’s Grooming by Category: Value 2016-2021
Table 82 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 83 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 84 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 85 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 86 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 87 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 88 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 89 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026

ORAL CARE IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Steady increase in usage of oral care products as the pandemic wears off
Mouthwash driven by rising disposable incomes of middle classes
Herbal toothpastes gain popularity as demand for natural ingredients rises

PROSPECTS AND OPPORTUNITIES

Environmentally-conscious local players lead innovations
Declining oral care usage among rural consumers
Brands continue to increase consumer reach through advertisements and promotions.

CATEGORY DATA

Table 105 Sales of Oral Care by Category: Value 2016-2021
Table 106 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 107 Sales of Toothbrushes by Category: Value 2016-2021
Table 108 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 109 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 110 NBO Company Shares of Oral Care: % Value 2017-2021
Table 111 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 112 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 113 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 114 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 115 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026

SKIN CARE IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Product innovation drives current value growth
New variant Garnier Vitamin C line taps into natural trend
Demand for acne treatments rises alongside cases of ‘maskne’

PROSPECTS AND OPPORTUNITIES

Potential for local players to meet specific consumer needs
Korean skin care brands to drive skin care category
Health and eco-conscious consumers push demand for natural products

CATEGORY DATA

Table 90 Sales of Skin Care by Category: Value 2016-2021
Table 91 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 92 NBO Company Shares of Skin Care: % Value 2017-2021
Table 93 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 94 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 95 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 96 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026

SUN CARE IN KENYAKEY DATA FINDINGS

2021 DEVELOPMENTS

Rising awareness of sun care protection supports category performance
The rise of bleaching agents will support increased demand for sun care products
Sun care products remain a low priority for low income consumers in Kenya

PROSPECTS AND OPPORTUNITIES