PROSPECTS AND OPPORTUNITIES
Shifting demographics and strong focus on personal grooming will drive future growth
During the forecast period, growth in Kenya’s colour cosmetics market will be driven largely by an increase in local manufacturing, which will reduce costs, improve product availability, and align offerings with consumer preferences. There will also be a strong shift towards natural and organic formulations, reflecting the global movement towards clean beauty.
Ecommerce will continue to grow
E-commerce is expected to grow rapidly over the forecast period as more businesses, including supermarkets, expand their online shopping services. In colour cosmetics, however, consumers generally prefer to test products before buying, so online purchases are more likely to be for items they have used previously.
Gen Z will be viewed as key target for innovation and consumption
In Kenya, companies are increasingly designing colour cosmetics strategies and products to appeal to Gen Z, whose values and spending power are reshaping the market. Growth is therefore expected in areas particularly important to this cohort, such as sustainability, as Gen Z gains financial independence and influences future trends.
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Overview:
Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Colour Cosmetics in Kenya report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Colour Cosmetics in Kenya?
- Which are the leading brands in Kenya?
- How are products distributed in Kenya?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Colour Cosmetics in Kenya - Category analysis
KEY DATA FINDINGS
Local production ensures wide range of affordable options
L'Oreal maintains its lead
Beauty specialists maintain lead in terms of distribution
Shifting demographics and strong focus on personal grooming will drive future growth
Ecommerce will continue to grow
Gen Z will be viewed as key target for innovation and consumption
Beauty and Personal Care in Kenya - Industry Overview
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
DISCLAIMER
The following categories and subcategories are included:
Colour Cosmetics
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Colour Cosmetics research and analysis database.
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