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Beauty and Personal Care in Kenya

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    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.

Table of Contents

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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