PROSPECTS AND OPPORTUNITIES
Mass fragrances will continue to dominate sales
Retail sales of fragrances in Kenya are expected to see steady growth in constant value terms (at 2024 prices) over the forecast period, driven largely by mass offerings. Affordable pricing, wide availability, and frequent product launches have made mass fragrances particularly appealing to a broad range of consumers, sustaining strong demand.
Premium fragrances offer strong potential, despite challenges
Despite the dominance of mass fragrances, a niche segment of consumers - mainly in urban centres like Nairobi and Mombasa - remains loyal to premium products for their perceived quality and exclusivity. The rise of a fragrance-conscious middle class, supported by influencers such as Angel Lately, Mabel Mbaka, and Nelly Mwangi, has further boosted brand visibility, with consumers increasingly willing to invest in luxury offerings to enhance their personal and professional image.
Locally-sourced and customised fragrances will drive innovation
Innovation in Kenya’s fragrance industry is increasingly driven by the use of locally sourced ingredients, which offer both uniqueness and authenticity. Brands are leveraging natural resources such as vanilla from coastal regions and floral essences from Rift Valley flowers to create distinctive fragrances.
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Overview:
Understand the latest market trends and future growth opportunities for the Fragrances 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 Fragrances 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 Fragrances 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 Fragrances 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?
Fragrances in Kenya - Category analysis
KEY DATA FINDINGS
Rise of middle class and new product launches drive growth of mass fragrances
Rasasi Perfumes maintains its lead by aligning with consumer preferences
Beauty specialists lead distribution
Mass fragrances will continue to dominate sales
Premium fragrances offer strong potential, despite challenges
Locally-sourced and customised fragrances will drive innovation
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:
Fragrances
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits and body mists. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
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 Fragrances research and analysis database.
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