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Beauty and Personal Care in Kenya

  • ID: 2359807
  • Report
  • Region: Kenya
  • 91 pages
  • Euromonitor International
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Beauty and personal care continued to see current value and volume growth in Kenya in 2018 – stronger growth than in any other year of the review period. Hair care remained the biggest category, followed by skin care, although colour cosmetics saw the strongest growth. Beauty and personal care in Kenya remains saturated with mass products, with few premium products, which are mostly found in high-end shopping centres which target the middle-classes, or in chemists/pharmacies.

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 2014-2018, allowing you to identify the sectors driving growth. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, 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.
Note: Product cover images may vary from those shown
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Beauty and Personal Care in Kenya

List of Contents and Tables
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 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Sources
Summary 1 Research Sources
Headlines
Prospects
Modern Retail Channels Are Expected To Maintain Their Lead
Innovation Continues in Baby Wipes, With A Focus on More Natural Ingredients
Baby Wipes Sees the Best Performance in 2018
Competitive Landscape
Internet Retailing To Compete With Modern Store-based Retail Channels
Johnson & Johnson (Kenya) Maintains Its Lead in Baby and Child-specific Products
Competitors Race To Provide Natural and Organic Baby and Child-specific Products
Category Data
Table 10 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 15 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 16 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 17 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
Sensorial Properties Are Expected To Drive Sales
Talcum Powder Will Remain Considered A Necessity in Bath and Shower
Bar Soap Sees the Best Performance in 2018
Competitive Landscape
Manufacturers Offer Value Packs To Cater for Families and Their Budgets
Other Bath and Shower Products Promise Continued Growth
Consumers Increasingly Demand Natural and Organic Products
Category Data
Table 19 Sales of Bath and Shower by Category: Value 2013-2018
Table 20 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 21 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 22 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 23 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 24 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 25 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 26 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
Growing Consumer Sophistication Leads To the Growth of Smaller Categories
Lip Products Is Expected To Continue To Post Healthy Growth
Facial Make-up Is Set To Drive Innovation and Growth, Led by Foundation/concealer
Competitive Landscape
Sleek International Narrows the Gap With Lintons Beauty World
New Product Development and Sustained Marketing To Maintain Consumers' Interest
Less Dependence on Counterfeit Products Will Drive Growth
Category Data
Table 27 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 28 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 29 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 30 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 31 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 32 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 33 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 34 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 35 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
Health Concerns Are Set To Drive New Product Development
Differentiation To Drive Innovation
Deodorant Roll-ons Remains the Most Popular Format in Value Terms
Competitive Landscape
Beiersdorf East Africa Maintains Its Lead in Deodorants
Deodorants Remains Concentrated Amongst Three Companies
Lesser-known Manufacturers Continue To Hold Negligible Shares
Category Data
Table 36 Sales of Deodorants by Category: Value 2013-2018
Table 37 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 38 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 39 NBO Company Shares of Deodorants: % Value 2014-2018
Table 40 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 41 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 42 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
Busy Lifestyles Provide the Potential for Convenient Depilatories
Electrical Depilatory Devices Could Pose A Threat To Growth
Hair Removers/bleaches Remains the Most Popular Format
Competitive Landscape
Reckitt Benckiser (ea) Remains the Leader in Depilatories
Consumers Increasingly Prefer Products Which Contain Natural Ingredients
Sales Are Expected To Continue Growing
Category Data
Table 44 Sales of Depilatories by Category: Value 2013-2018
Table 45 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 46 NBO Company Shares of Depilatories: % Value 2014-2018
Table 47 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 48 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 49 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023
Headlines
Prospects
Premium Fragrances Is Expected To Continue To Grow
the Middle-classes and the Youth Population Drive Growth
Mass Women's Fragrances Is Expected To Lead Growth
Competitive Landscape
Local Players Pose Competition for International Players
International Perfume Chains Provide An Authentic Alternative To Consumers
Consumers Focus on Fragrance Concentration
Category Data
Table 50 Sales of Fragrances by Category: Value 2013-2018
Table 51 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 52 NBO Company Shares of Fragrances: % Value 2014-2018
Table 53 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 54 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 55 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 56 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 57 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023
Headlines
Prospects
the Well-connected and Well-travelled Middle-classes Drive Product Innovation
Salon Professional Hair Care Is Expected To Post Healthy Growth
Busy Lifestyles Are Leading Consumers To Prefer Home Treatments
Competitive Landscape
Haco Tiger Brands Leads, and L'Oréal East Africa Remains A Strong Second
the Natural Hair Care Movement Drives Demand for Natural Formulations
Internet Retailing Is Expected To Drive Growth
Category Data
Table 58 Sales of Hair Care by Category: Value 2013-2018
Table 59 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 60 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 61 NBO Company Shares of Hair Care: % Value 2014-2018
Table 62 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 63 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 64 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 65 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 66 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 67 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 68 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
An Increasing Number of Women Prefer Men's Bath and Shower Products
Brands Focus on Men's Skin Care, Which was Previously Not A Priority
Men's Shaving Witnesses Growth in 2018; However, This Is Expected To Slow Down
Competitive Landscape
Hasbah Kenya (the Procter & Gamble Co) Leads Men's Grooming
Growth in Men's Shaving Is Set To Be Driven by Men's Post-shave
Premium Men's Fragrances Maintains Its Lead Ahead of Mass Men's Fragrances
Category Data
Table 69 Sales of Men's Grooming by Category: Value 2013-2018
Table 70 Sales of Men's Grooming by Category: % Value Growth 2013-2018
Table 71 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 72 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 73 NBO Company Shares of Men's Grooming: % Value 2014-2018
Table 74 LBN Brand Shares of Men's Grooming: % Value 2015-2018
Table 75 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 76 Forecast Sales of Men's Grooming by Category: Value 2018-2023
Table 77 Forecast Sales of Men's Grooming by Category: % Value Growth 2018-2023
Headlines
Prospects
Manufacturers Are Expected To Develop Products That Meet Specific Needs
Increasing Demand Expected for Products Containing Natural Ingredients
Growth Is Expected As Consumers Continue To Become More Health-conscious
Competitive Landscape
Multinationals Dominate the Competitive Landscape in Oral Care
New Product Innovations for Busy Lifestyles
Manual Toothbrushes Leads; However, Electric Toothbrushes May Erode Its Share
Category Data
Table 78 Sales of Oral Care by Category: Value 2013-2018
Table 79 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 80 Sales of Toothbrushes by Category: Value 2013-2018
Table 81 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 82 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 83 NBO Company Shares of Oral Care: % Value 2014-2018
Table 84 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 85 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 86 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 87 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 88 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023
Headlines
Prospects
Facial Care Is Expected To Become More Segmented
Consumers Prefer Organic and Natural Skin Care Offerings
Premium Skin Care Is Expected To Remain Out of Reach for Most Kenyan Consumers
Competitive Landscape
Premium Skin Care Is Expected To Compete With Mass Skin Care
Unilever Kenya Leads Skin Care
the Young and Aspirational Middle-classes Seek Brand Exclusivity and Uniqueness
Category Data
Table 89 Sales of Skin Care by Category: Value 2013-2018
Table 90 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 91 NBO Company Shares of Skin Care: % Value 2014-2018
Table 92 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 93 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 94 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 95 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023
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 96 Sales of Sun Care by Category: Value 2013-2018
Table 97 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 98 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 99 NBO Company Shares of Sun Care: % Value 2014-2018
Table 100 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 101 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 102 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 103 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 104 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
Middle- and Higher-income Consumers Are Expected To Drive Growth
Men's Grooming Is An Important Consideration
Demand for Green Products Continues To Strengthen
Competitive Landscape
Haco Tiger Brands Leads Premium Beauty and Personal Care
Premium Products Provide New Benefits
Segmentation Is Becoming More Evident
Category Data
Table 105 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 106 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 107 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 108 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 109 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 110 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Headlines
Prospects
Innovation in Mass Skin Care Leads To Growth
Changes To Brands Thanks To Feedback
Men's Grooming Is Set To Increase
Competitive Landscape
L'Oréal East Africa Leads Mass Beauty and Personal Care
Informal Traders Erode the Sales of Modern Retailers
the Authorities Tighten Their Efforts To Crack Down on Counterfeits
Category Data
Table 111 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 112 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 113 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 114 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 115 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 116 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Note: Product cover images may vary from those shown
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