In 2024, extended households were the most type common in Kenya, driven by economic challenges and their provision of social support, particularly in rural areas. Over 2024-2029, the number of households is forecast to grow by 14.1%, with a slight decline in extended households and a significant increase in single person households. Urbanisation and income inequality remain key challenges, with Nairobi experiencing rapid growth and resource pressures.

In 2024, Kenya's average gross income ranked 19th among Middle East and Africa countries, with a slight deceleration in per capita disposable income growth. The government's manufacturing support programme, launched in January 2024, aimed to boost household earnings and job creation. Over 2024-2029, per capita disposable income is forecast to increase by 14.3%, driven by efforts to enhance the private sector and improve income distribution, although income inequality and poverty remain significa

The Kenyan bath and shower market registered robust growth in current value terms in 2024. This was fuelled by the expansion of modern retail networks, urbanisation and global health campaigns which encouraged modern hygiene routines. Consumers increasingly prioritised wellness, embracing premium and niche products, particularly those with natural, plant-based ingredients. The shift towards sustainable, locally sourced options attracted both established brands and new players, sustaining market

The Kenyan skin care market continued to grow in current value terms in 2024, driven largely a shift towards more sophisticated, multi-step routines. Social media was a key contributor to this trend, with influencers, dermatologists, and ordinary consumers sharing their experiences on platforms such as TikTok and Instagram, making skin care feel more accessible. Individuals were also encouraged to seek out products that addressed specific concerns, leading to a stronger demand for higher-quality

In 2024, Kenya’s hair care market continued to grow in current value terms, driven by rapid urbanisation and shifting consumer priorities. As city lifestyles became busier, there was increased demand for convenient, modern beauty solutions. At the same time, a growing middle class with higher disposable incomes fuelled interest in premium and specialised hair care products.

Sun care sales in Kenya experienced relatively modest growth in current value terms in 2024, as some consumers still do not perceive sun protection products as essential. However, increasing concerns about skin health and the harmful effects of UV exposure have encouraged more Kenyans to adopt preventive measures, with educational campaigns from dermatologists, brands, and influencers highlighting the long-term benefits of daily sunscreen use.

The Kenyan fragrances market continued to grow in current value terms in 2024, driven by rising disposable incomes, higher employment rates, and the influence of female empowerment initiatives. In particular, the expansion of ICT-driven income opportunities has encouraged increased fragrance consumption across various demographics.

Retail volume sales of beauty and personal care products in Kenya registered robust growth in 2024, with a marked acceleration compared to previous years. The market has been influenced by the growth of internet-based enterprises such as Uncover, which expanded its digital presence through targeted skin education campaigns. Similarly, Bandari Beauty strengthened its e-commerce operations to meet rising urban demand for convenience and personalised skin care.

In 2024, retail sales of depilatories in Kenya continued to grow in current value terms, driven by a stronger focus on personal grooming, especially among younger consumers. As disposable incomes rise, advanced and convenient hair removal products have become more affordable, while Western beauty trends, amplified through social media, are further amplifying demand. The market is also seeing the introduction of a wider variety of products catering to different skin types and preferences, support

The market for colour cosmetics in Kenya continued to expand in current value terms in 2024. This resilience is largely driven by the growing availability of local alternatives and strong domestic production. Homegrown brands such as Dreamskinhaven, The Hair Colour Company, SuperCosmetics, and Shaarz Cosmetics Kenya play a key role in meeting the diverse needs of local consumers. By manufacturing locally, these companies maintain competitive pricing while leveraging flexible, wide-reaching distr

The Kenyan market for men’s grooming continued to expand in current value terms in 2024. Urbanisation has been a key driver of this growth, with major cities like Nairobi and Mombasa seeing an influx of young professional males who prioritise their personal appearance. In addition, the greater availability of men’s grooming products in supermarkets, specialist stores, and online channels has made these offerings more accessible to urban consumers.

In 2024, Kenya's oral care market experienced significant growth in current value terms, primarily driven by heightened consumer awareness of oral hygiene. Government-led campaigns and educational initiatives played a crucial role, emphasising the importance of dental health. The introduction of innovative products further stimulated market expansion. Brands such as Eezi Oral Hygiene introduced eco-friendly toothpaste tablets, catering to consumers seeking sustainable alternatives.

Retail sales of baby and child-specific products in Kenya continued to grow in current value terms in 2024, supported by heightened consumer health concerns. Following the global controversy surrounding the use of talcum powder, which some studies have associated with an increased risk of cancer, many Kenyan parents have become more discerning about what they apply to their children’s skin.

Deodorants in Kenya recorded solid growth in current value terms in 2024, supported by rising urbanisation, a growing middle class, and heightened awareness of personal hygiene. Roll-ons represented the most popular and dynamic format. In an economy where value for money is paramount, their affordability compared to sprays and sticks appealed strongly to cost-conscious consumers. In addition, their compact and portable design made them convenient for daily use, aligning with active lifestyles.

Retail value sales of mass beauty and personal care products in Kenya continued to grow in 2024, driven by increasing urbanisation and the availability of products across multiple price points. New entrants are targeting the mass market with more affordable offerings, which are increasingly reaching suburban areas. Towns such as Machakos, Murang’a, Kiambu, Thika, and Kajiado have transformed from small townships into expanding urban centres, supported by county government infrastructure investme

Retail sales of premium beauty and personal care products in Kenya continued to expand in current value terms in 2024, supported by lower inflation, which left consumers with more scope for discretionary spending. Growth was further boosted by the expanding presence of products and brands, supported by social media, with a rising number of African influencers promoting offerings that resonated strongly with local audiences.

Cheese is not widely consumed in Kenya, but the category is expanding with expatriates a significant consumer base. Traditionally, home consumption of cheese remains limited with demand primarily skewed towards the horeca sector. Hard cheese is the largest category, but there is a growing variety of cheese products available to consumers. Importantly, consumer awareness is gaining traction regarding the many ways in which cheese products can be consumed and used in food preparation, which is boo

Drinking milk products in Kenya witnessed growth in 2025 due to urbanisation and the rising middle class. In addition to rising demand, value growth was supported by rising raw milk production, although the industry still grapples with challenges such as a fragmented market and a largely informal system, where only a small percentage of the raw milk production is processed.

Retail volume and value sales of other dairy increased steadily in 2025 as the category is growing from a very low base. Cream is the only product area having reached a sizeable level in Kenya, with all other products remaining negligible. Growth continues to be hampered by low consumer awareness and high prices as affordability is an issue for the bulk of the population. Consumers in Kenya are highly price-sensitive, and this severely hampers the potential of dairy products like cooking cream a

Baby food in Kenya witnessed a steady increase in value sales driven by rising consumer awareness of infant nutrition and growing demand for convenient and nutritious baby food products. Milk formula is the largest category in baby food followed by dried baby food, with both registering value growth in 2025. Whilst the birth rate has been decelerating in Kenya, the population of children aged 0-6 months and 6-36 months continues to rise in Kenya. Other baby food was the most dynamic category wit

Yoghurt and sour milk products in Kenya witnessed steady growth in 2025. As Kenya's economy continues to grow, rising disposable incomes are driving demand for quality dairy products, including yogurt and sour milk. The growing popularity of yoghurt stems in part from its good taste and important role in digestive health. Dairy manufacturers have been focusing on launching innovative products with new flavours and added nutrients, which continues to support category growth.

Butter and spreads in Kenya posted steady value growth in 2025, due to rising prices, whilst volume sales stagnated. Despite its unhealthy and unnatural image, margarine continues to account for the highest share of sales in butter and spreads due to its widespread popularity. Urban households also increasingly prefer margarine for its affordability and cost-effectiveness in everyday baking and cooking.

Dairy products and alternatives in Kenya witnessed healthy value growth in 2025 whilst volume growth remained relatively flat. Inflation remains high, although lower than the peaks seen in 2022-23, and retail prices of dairy continued to rise in 2025. This can be attributed to the increase in raw material prices, particularly raw milk, and packaging materials. Additionally, higher transportation costs, driven by fuel price hikes, have contributed to overall price increases. Consumers remain high

Plant-based dairy in Kenya remains a niche category. Indeed, retail volume and value sales are projected to remain negligible at the end of the review period. While product awareness and demand have continued to rise during the review period, plant-based dairy has yet to enter the mainstream, and most local consumers are yet to embrace these products in any meaningful way. One major barrier to success is that plant-based dairy products tend to have far higher unit prices than their bovine dairy