Table of Content

Beauty and Personal Care in Kenya
Euromonitor International
August 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Continued growth and dominance of mass products
Global players experiencing growing competition from local manufacturers
Positive outlook and continued steady growth expected over forecast period
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
HEADLINES
PRE-COVID-19 PERFORMANCE
Consumers attracted by new innovative skin care brands
Rising male fashion awareness fuels demand for men’s grooming
Strong brand reputation and distribution ensure global players lead sales
2020 AND BEYOND
COVID-19 impact
Affected products within mass beauty and personal care
Recovery and opportunities
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Growing demand among Western-minded middle and higher income consumers
Rising eco-awareness fuels interest in green products
Wide product range and extensive distribution key to success
2020 AND BEYOND
COVID-19 impact
Affected products within premium beauty and personal care
Recovery and opportunities
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Innovative baby wipes with natural ingredients attract health conscious consumers
Demand for convenience continues to fuel demand for baby wipes
Growing competition from internet based retailers
2020 AND BEYOND
COVID-19 impact
Affected products within baby and child-specific products
Recovery and opportunities
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 27 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
New products offering innovative scents and fragrances attracting consumers
Demand supported by essential nature of areas such as talcum powder
Producers focusing on value packs designed for lower income families
2020 AND BEYOND
COVID-19 impact
Affected products within bath and shower
Recovery and opportunities
CATEGORY DATA
Table 31 Sales of Bath and Shower by Category: Value 2014-2019
Table 32 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 34 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 35 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 36 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 37 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 38 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Rising fashion awareness fuels demand for more sophisticated brands
New innovative facial make-up and foundation/concealer attracting modern women
Global players face growing competition from smaller local operators
2020 AND BEYOND
COVID-19 impact
Affected products within colour cosmetics
Recovery and opportunities
CATEGORY DATA
Table 39 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 40 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 41 Sales of Colour Cosmetics by Premium vs Mass: % Value 2014-2019
Table 42 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 44 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 47 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
New product development driven by rising consumer health awareness
Producers focus on differentiation to stand out from competitors
Extensive distribution and marketing key to success of global brands
2020 AND BEYOND
COVID-19 impact
Affected products within deodorants
Recovery and opportunities
CATEGORY DATA
Table 48 Sales of Deodorants by Category: Value 2014-2019
Table 49 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 50 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 51 NBO Company Shares of Deodorants: % Value 2015-2019
Table 52 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 53 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 55 Forecast Sales of Deodorants by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Rising demand for convenience among modern urban living women
Growing competition from new innovative alternative formats
Multinationals benefit from reputation for quality and extensive distribution
2020 AND BEYOND
COVID-19 impact
Affected products within depilatories
Recovery and opportunities
CATEGORY DATA
Table 56 Sales of Depilatories by Category: Value 2014-2019
Table 57 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of Depilatories: % Value 2015-2019
Table 59 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 60 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Rising fashion consciousness and incomes driving demand for premium fragrances
Rising awareness among middle-income and younger consumers
Global players dominate despite growing competition from domestic producers
2020 AND BEYOND
COVID-19 impact
Affected products within fragrances
Recovery and opportunities
CATEGORY DATA
Table 62 Sales of Fragrances by Category: Value 2014-2019
Table 63 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 64 NBO Company Shares of Fragrances: % Value 2015-2019
Table 65 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 66 LBN Brand Shares of Premium Men’s Fragrances: % Value 2016-2019
Table 67 LBN Brand Shares of Premium Women’s Fragrances: % Value 2016-2019
Table 68 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
New innovative product developments attract middle-income consumers
Growing demand for salon professional hair care
Extensive distribution, innovation and marketing key to success
2020 AND BEYOND
COVID-19 impact
Affected products within premium beauty and personal care
Recovery and opportunities
CATEGORY DATA
Table 70 Sales of Hair Care by Category: Value 2014-2019
Table 71 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 72 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 73 NBO Company Shares of Hair Care: % Value 2015-2019
Table 74 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 75 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 76 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 78 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Producers respond to growing demand for men’s skin care
Growing competition slowing scope for growth within men’s shaving
Consumers continue to have more faith in international brands
2020 AND BEYOND
COVID-19 impact
Affected products within men’s grooming
Recovery and opportunities
CATEGORY DATA
Table 81 Sales of Men’s Grooming by Category: Value 2014-2019
Table 82 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 83 Sales of Men’s Razors and Blades by Type: % Value Breakdown 2015-2019
Table 84 Sales of Men’s Skin Care by Type: % Value Breakdown 2015-2019
Table 85 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 86 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 87 LBN Brand Shares of Men’s Razors and Blades: % Value 2016-2019
Table 88 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 89 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Rising consumer sophistication fuels demand for new innovative ranges
Products made from natural ingredients continue to grow in popularity
Local players continue to struggle to compete with multinationals
2020 AND BEYOND
COVID-19 impact
Affected products within oral care
Recovery and opportunities
CATEGORY DATA
Table 90 Sales of Oral Care by Category: Value 2014-2019
Table 91 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 92 Sales of Toothbrushes by Category: Value 2014-2019
Table 93 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 94 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 95 NBO Company Shares of Oral Care: % Value 2015-2019
Table 96 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 97 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 99 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Rising awareness and sophistication fuels segmentation
Demand continues to increase for organic and natural skin care offerings
Manufacturers respond to demand for higher quality products
2020 AND BEYOND
COVID-19 impact
Affected products within skin care
Recovery and opportunities
CATEGORY DATA
Table 101 Sales of Skin Care by Category: Value 2014-2019
Table 102 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 103 NBO Company Shares of Skin Care: % Value 2015-2019
Table 104 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 105 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 106 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 107 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Demand boosted by rising awareness of importance of sun protection
Growing interest in higher quality and more transparent ingredients
New innovative formats help multinationals extend customer bases
2020 AND BEYOND
COVID-19 impact
Affected products within sun care
Recovery and opportunities
CATEGORY DATA
Table 108 Sales of Sun Care by Category: Value 2014-2019
Table 109 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 110 Sales of Sun Care by Premium vs Mass: % Value 2014-2019
Table 111 NBO Company Shares of Sun Care: % Value 2015-2019
Table 112 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 113 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 114 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 115 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024
Table 116 Forecast Sales of Sun Care by Premium vs Mass: % Value 2019-2024