Premium Beauty and Personal Care in Kenya

Premium beauty and personal care in Kenya suffered from high inflation in 2023, continuing from 2022, leaving consumers with limited budgets - especially those in lower-income segments - and encouraging a shift away from premium-positioned products in most beauty and personal care categories as their steep prices made them inaccessible to many.

The Premium 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: Premium Adult Sun Care, Premium Baby and Child-specific Products, Premium Bath and Shower, Premium Colour Cosmetics, Premium Deodorants, Premium Fragrances, Premium Hair Care, Premium Skin 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 Premium 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.

KEY 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 1 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 2 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 4 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 5 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 6 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BEAUTY AND PERSONAL CARE IN KENYA

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 7 Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 12 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 13 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 14 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 15 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

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Table of Contents

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