Beauty and Personal Care in Kenya

Report
107 Pages
June 2023
Region: Kenya
Euromonitor International
ID: 2359807

Beauty and personal care saw an overall positive performance in Kenya in 2022, despite the challenges of inflationary pressures. Indeed, beauty and personal care is a growing industry in Kenya, propelled by the country's expanding young, fashion-conscious population, rising standards of living, and urbanisation.

The analyst's 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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 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 2022: The big picture

2022 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 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Increased inflation pushes demand for mass beauty and personal care
Companies target consumers with promotions to stay ahead of competition
Demand for convenient multipurpose products remains strong, due to low consumer spending power

PROSPECTS AND OPPORTUNITIES

Positive industry recovery in post-pandemic landscape
L'Oréal brands remain popular, thanks to wide portfolio and targeted products and formats
Demand to be driven by the low- and middle-income segments of consumers

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027

PREMIUM BEAUTY AND PERSONAL CARE IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Growing potential noted, due to heightened demand for premium skin care
Influx of counterfeit products create confusion for consumers and competition for official brands
Increased inflation puts downwards pressure on potential sales of premium products

PROSPECTS AND OPPORTUNITIES

Influx of international brands expected over the forecast period
Men continue to push demand for premium fragrances
Improving lifestyles and rising incomes drive overall demand

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027

BABY AND CHILD-SPECIFIC PRODUCTS IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Inflationary pressures place downwards pressure on baby and child-specific products
PZ Cussons steps up its expansion in Kenya, in line with the burgeoning birth rates
Baby wipes is the best performer, thanks to convenience offered to busy parents

PROSPECTS AND OPPORTUNITIES

Population growth and rising disposable incomes are anticipated to support category expansion
Stiff regulatory environment suppresses potential growth of baby products
Johnson & Johnson ceases talc-based powder sales amid cancer allegation scandal

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 27 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027

BATH AND SHOWER IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Kenya bans 400+ soaps and skin brighteners, creating growth opportunities for new bath and shower products
Pwani Oil launches innovative Sawa Chocolate soap to meet emerging trends
Traditionally popular bar soap sees rising competition from modern shower gel

PROSPECTS AND OPPORTUNITIES

Decreased sanitiser sales in a post-pandemic landscape push manufacturers into innovation
Inflation pushes demand for mass local brands
Bath additives face lowering demand, due to low awareness and unnecessary image
Inflation sees seven-month surge of prices of essential items, suppressing potential growth

CATEGORY DATA

Table 31 Sales of Bath and Shower by Category: Value 2017-2022
Table 32 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 34 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 35 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 36 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 37 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 38 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 39 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027

COLOUR COSMETICS IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Lip products start to see a revival, following the end of the era of face masks
The rising middle class continues to drive demand for colour cosmetics
Influx of counterfeit products confuse consumers and create challenges for premium brands

PROSPECTS AND OPPORTUNITIES

Generation Z drives manufacturers into innovation
Online shopping to continue gaining a foothold
Increased skin care usage reduces sales of facial make-up

CATEGORY DATA

Table 40 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 41 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 42 Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022
Table 43 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 45 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 46 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 47 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Table 48 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2022-2027

DEODORANTS IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Leading Nivea Deodorant stimulates sales with promotions and campaigns
Beiersdorf East Africa maintains its lead, thanks to the strength of its brands
Inflationary pressures lead to trading down trends

PROSPECTS AND OPPORTUNITIES

Stick formats slowly emerge, albeit from a very low base
Supermarkets maintain lead as main distribution channel
Consumers’ changing lifestyles drive the growth of deodorants

CATEGORY DATA

Table 49 Sales of Deodorants by Category: Value 2017-2022
Table 50 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 51 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 52 NBO Company Shares of Deodorants: % Value 2018-2022
Table 53 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 54 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 55 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 56 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 57 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027

DEPILATORIES IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Increased demand for DIY hair removal methods boosts sales of depilatories
Reckitt Benckiser maintains leadership of depilatories, thanks to the strength of its Veet brand
Shift away from razors seen, as awareness of personal care and hygiene intensifies

PROSPECTS AND OPPORTUNITIES

Potential growth hampered by increased awareness of ingredients in some depilatory products
Trends towards Western lifestyles and modern methods of hair removal provide competition for depilatories

CATEGORY DATA

Table 58 Sales of Depilatories by Category: Value 2017-2022
Table 59 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 60 NBO Company Shares of Depilatories: % Value 2018-2022
Table 61 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 62 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 63 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027

FRAGRANCES IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Perfume refilling trend eats into the potential profits of the big brands
Male consumers continue to push demand for fragrances
Many consumers shift to mass fragrances due to inflationary pressures

PROSPECTS AND OPPORTUNITIES

Emergence of fragrance enthusiasts will support the growth of premium brands over the forecast period
International brands tap into local growing demand for fragrances
Heightened demand for unique and affordable fragrances drives growth

CATEGORY DATA

Table 64 Sales of Fragrances by Category: Value 2017-2022
Table 65 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 66 NBO Company Shares of Fragrances: % Value 2018-2022
Table 67 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 68 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 69 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 70 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 71 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027

HAIR CARE IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Shift towards natural hair trends among consumers inspires innovation
New launch from Dark & Lovely meets evolving consumer demands
Growing awareness about harmful substances leads consumers to seek natural and free-from options

PROSPECTS AND OPPORTUNITIES

Slow but steady use of texturisers among the middle class
Brands use social media to stimulate sales, as the omnichannel grows in importance
Rising disposable incomes will drive demand for premium products

CATEGORY DATA

Table 72 Sales of Hair Care by Category: Value 2017-2022
Table 73 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 74 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 75 NBO Company Shares of Hair Care: % Value 2018-2022
Table 76 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 77 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 78 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 79 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 80 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 81 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 82 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027

MEN'S GROOMING IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Positive developments in men’s grooming somewhat suppressed by inflationary pressures
Growing demand for men’s skin care to drive category growth
Hasbah Kenya Ltd maintains leadership in fragmented category due to success of iconic Gillette brand

PROSPECTS AND OPPORTUNITIES

Continued growth of e-commerce expected over the forecast period
Social media supports men’s grooming trend, as manufacturers develop new products
Growing demand for premium fragrances for men

CATEGORY DATA

Table 83 Sales of Men’s Grooming by Category: Value 2017-2022
Table 84 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 85 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 86 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 87 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 88 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 89 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 90 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 91 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027

ORAL CARE IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Partnerships continue to promote customer loyalty, such as seen with Colgate and its corporate social responsibility programmes
Brands target consumers with sustainable innovations and special offers
Mouthwashes/dental rinses remains a small and niche subcategory, with decreasing sales

PROSPECTS AND OPPORTUNITIES

Increasing demand for natural ingredients enhances the popularity of herbal toothpaste
Steady increasing demand for electric toothbrushes, albeit growing from a low base
Dental floss struggles to gain traction amidst rising oral care trend

CATEGORY DATA

Table 92 Sales of Oral Care by Category: Value 2017-2022
Table 93 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 94 Sales of Toothbrushes by Category: Value 2017-2022
Table 95 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 96 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 97 NBO Company Shares of Oral Care: % Value 2018-2022
Table 98 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 99 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 100 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 101 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 102 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027

SKIN CARE IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Multinationals tap into growing industry of skin care in Kenya
New product launches herald a strategy for players to meet rising consumer demands
Millennials drive sales in premium skin care, thanks to strength of social media marketing strategies

PROSPECTS AND OPPORTUNITIES

Domestic start-ups to make waves in the local industry
Brands go digital to boost sales in the modern environment
Organic, vegan, or plant-based ingredients propel growth in Korean skin care

CATEGORY DATA

Table 103 Sales of Skin Care by Category: Value 2017-2022
Table 104 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 105 NBO Company Shares of Skin Care: % Value 2018-2022
Table 106 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 107 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 108 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 109 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027

SUN CARE IN KENYAKEY DATA FINDINGS

2022 DEVELOPMENTS

Inflationary pressures dampen the growth of sunscreen - despite country’s hot climate
Brands venture into social media marketing to boost sales
The middle class continues to drive demand for premium sun care brands

PROSPECTS AND OPPORTUNITIES

Increasing product awareness to steer future growth
Distribution remains mainly through modern retailers, such as supermarkets and hypermarkets
Online retailing will contribute to steady growth over the forecast period

CATEGORY DATA

Table 110 Sales of Sun Care by Category: Value 2017-2022
Table 111 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 112 Sales of Sun Care by Premium vs Mass: % Value 2017-2022
Table 113 NBO Company Shares of Sun Care: % Value 2018-2022
Table 114 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 115 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 116 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 117 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027

Samples

LOADING...

PURCHASE OPTIONS

Single User License PDF

Site License PDF

Enterprise License PDF

need a quote ?

License	Format	Properties	Price
SINGLE USER LICENSE PDF	The product is a PDF.	This is a single user license, allowing one user access to the product.	€2200EUR$2,438USD£1,957GBP
SITE LICENSE PDF	The product is a PDF.	This is a site license, allowing all users within a given geographical location of your organization access to the product.	€4400EUR$4,876USD£3,914GBP
ENTERPRISE LICENSE PDF	The product is a PDF.	This is an enterprise license, allowing all employees within your organization access to the product.	€6600EUR$7,313USD£5,871GBP

Why buy this report?

Table of Contents

Samples

Related Topics

Related Reports

Premium Beauty and Personal Care in Kenya

Beauty and Personal Care in Middle East and Africa

Online Beauty and Personal Care Products Market Report by Product (Personal Care Products, Cosmetics/Makeup Products), Ingredient (Synthetic, Natural and Organic), End-User (Male, Female), Pricing (Mass Products, Premium Products), and Region 2024-2032

Beauty and Personal Care Products - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts 2019 - 2029

Beauty and Personal Care Market in Africa 2023-2027