PROSPECTS AND OPPORTUNITIES
Rural and peri urban areas show untapped growth potential
Kenya’s skin care market is forecast to expand in constant value terms (at 2024 prices) over the forecast period. One key driver will be the country’s growing youth population, which is highly engaged with global beauty trends through social media and influencer culture.
Shit towards locally-produced, natural offerings
A key area of innovation in Kenya’s skin care market is the development of products tailored to local skin types and climatic conditions. Brands are increasingly incorporating natural, locally sourced ingredients such as baobab oil, shea butter, tea tree oil, and aloe vera, which appeal to consumers seeking effective and culturally relevant solutions.
E-commerce and digital innovation to drive growth
E-commerce will play a key role in accelerating the growth of Kenya’s skin care market over the forecast period. Online platforms like Jumia and Masoko offer an extensive range of products, supported by customer reviews, influencer endorsements, and targeted digital campaigns that encourage both trial and repeat purchases.
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Overview:
Understand the latest market trends and future growth opportunities for the Skin Care 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 Skin Care 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 Skin Care 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 Skin Care 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?
Skin Care in Kenya - Category analysis
KEY DATA FINDINGS
Social media and growing focus on personal grooming boost sales
Unilever maintains its lead while Revlon makes strides
Supermarkets remains key distribution channel while e-commerce shows dynamism
Rural and peri urban areas show untapped growth potential
Shit towards locally-produced, natural offerings
E-commerce and digital innovation to drive growth
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:
Skin Care
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
Skin Care
This is the aggregation of facial care, body care, hand care and skin care 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 Skin Care research and analysis database.
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