In 2025, bath and shower in Kenya demonstrated solid growth in retail current value terms, reaching KES6.0 billion, reflecting a 4% increase from the previous year. This growth occurred despite a slight contraction in the retail volume of bar soap, the dominant product by volume. Nevertheless, the steady rise in consumer expenditure, due to the rising median disposable income per household, underpinned a positive value performance. Kenya’s real GDP growth of 5% and a moderated inflation rate of

In 2025, skin care in Kenya achieved robust growth, with retail sales reaching KES25.8 billion, reflecting a 9% increase from 2024 in current terms. This growth outpaced the regional average in the Middle East and Africa and aligned with increasing consumer expenditure due to the rising median disposable income per household, and with total population growth to reach 57.5 million in 2025. Economic resilience contributed to this positive performance, with real GDP growth at 5% and moderate inflat

Hair care in Kenya demonstrated steady growth in 2025, with retail sales reaching KES24.8 billion, reflecting an 8% increase from 2024 in current terms. This growth was notable given the broader economic context, where Kenya’s real GDP growth was 5% for 2025, and inflation moderated to 4%. The country’s total population rose to 57.5 million, with consumer expenditure rising robustly due to the rising median disposable income per household, indicating a strengthening consumer base and rising purc

Sun care in Kenya showed a turnaround in 2025, with retail volumes reaching 111,000 litres, marking 3% growth compared to 2024. This growth contrasted with the preceding years of decline from 2020 to 2024, reflecting a renewed consumer interest and expanding demand. Retail value also supported this upward trend, with sales increasing by 9% in current terms in 2025 to KES0.5 billion, indicating not only higher volumes, but also premiumisation and value growth.

Fragrances retail value in Kenya reached KES10.8 billion in 2025, reflecting robust current value growth of 9% from 2024. This growth was underpinned by the rising median disposable income per household and population growth, reaching 57.5 million in 2025, leading to favourable conditions for sales of fragrances. Kenya’s steady economic growth at 5% real GDP in 2025, and moderate inflation of 4% also contributed to a positive environment for fragrances, facilitating increased consumer spending

In 2025, depilatories in Kenya experienced continued growth as hair removal is becoming an integral part of everyday grooming routines, particularly among young professionals in Nairobi and Mombasa seeking a polished appearance for both work and social settings. This shift from occasional beauty treatment to routine self-care is supported by rising incomes among urban women, bolstered by empowerment initiatives that make advanced depilatory creams and strips more accessible. Budget-friendly opti

In 2025, colour cosmetics in Kenya experienced steady growth, supported by the rise of AI-driven consumer journeys and the expansion of product ranges reflecting local diversity. Retail value sales reached KES14.1 billion, marking 8% growth from the previous year in current terms. This growth was underpinned by technological advancements such as virtual try-on tools and AI-powered shade matching, which enhanced the shopping experience in urban centres like Nairobi and Mombasa. Retailers and br

Men's grooming in Kenya demonstrated robust growth in 2025, with retail sales value reaching KES7.7 billion, reflecting a 9% increase from the previous year in current terms. This growth was underpinned by urbanisation, rising disposable incomes, particularly in Nairobi and Mombasa, and a consumer shift towards wellness-oriented and science-backed grooming products. Inflationary pressures have encouraged more intentional and cautious spending, leading consumers to favour affordable yet effective

In 2025, oral care in Kenya exhibited robust retail sales of KES19.8 billion, representing growth of 9% from the previous year. This growth trajectory aligns with the consistent upward trend from 2020, when the category's retail value was KES12.2 billion, demonstrating sustained consumer demand and sales expansion. Compared to the broader Middle East and Africa region, oral care in Kenya shows strong momentum, supported by urban middle-class consumers prioritising preventative health and wellnes

In 2025, baby and child-specific products in Kenya demonstrated robust growth, with retail value sales reaching KES2.8 billion, reflecting a 8% increase from the previous year in current terms. This growth was supported by Kenya’s real GDP growth of 5% in 2025 and a steady inflation rate of 4%. The category's performance was also bolstered by Kenya's expanding population, which reached 57.5 million in 2025, underpinning a growing consumer base for these products.

In 2025, deodorants in Kenya experienced remarkable growth, with retail sales reaching KES12.7 billion, marking a staggering 156% current value increase from the previous year. This surge significantly outpaced regional and global growth rates, positioning Kenya as a dynamic market within the Middle East and Africa region. The increase aligns with growing consumer awareness of personal hygiene, amplified by the country's hot climate and busy lifestyles, driving demand for effective and long-last

In 2025, mass beauty and personal care in Kenya demonstrated robust growth, with retail sales reaching KES80.6 billion at current prices, marking an 18% increase from the previous year. This outpaced the moderate 5% real GDP growth and aligns with increasing consumer expenditure, reflecting the rising median disposable income per household and rising demand. Growth was underpinned by evolving consumer behaviour, with urbanisation and digital influence fostering greater brand awareness and produc

In 2025, premium beauty and personal care in Kenya experienced significant growth, reaching retail sales of KES16.9 billion in current value terms, which reflects a strong growth rate of 13% compared to the previous year. With Kenya's real GDP growth of 5% in 2025 and inflation at 4%, this created a conducive environment for premium product consumption. The median disposable income per household also demonstrated upward momentum, driving total consumer expenditure in Kenya to rise steadily, und

Menstrual care in Kenya in 2025 recorded strongLook to see if the entire sentence has to be deleted and rewritten. Sometimes it's best to leave the sentence as is as it might be stronger than your suggestion. volume growth, with retail sales reaching 510 million units and posting a 3% year-on-year increase. Within the category, towels remained the dominant format, accounting for 476 million units sold. Retail value sales grew by 9% to KES8.7 billion. Tampons was the best-performing category in r

Wipes in Kenya continued its upward trajectory in 2025, with retail value sales rising from KES63 million in 2024 to KES67 million in 2025, marking an 8% increase. Home care wipes and floor cleaning systems are regarded as non-essential, as people prefer to use traditional home care products. The baby wipes category continues to dominate sales and shape the overall narrative, while intimate wipes, facial cleansing wipes and moist toilet wipes remain minor niches. The total retail volume for baby

Nappies/diapers/pants in Kenya posted steady volume growth in 2025, reaching 1039.5 million units, with a 2% increase since the previous year. This performance aligns with Kenya’s robust demographic context, where the total population rose to 57.5 million and the population aged 0-14 reached 20.9 million, sustaining demand for baby care products. While the region remains price sensitive, Kenya’s retail value sales for nappies/diapers/pants rose to KES31.6 billion in current value terms in an 8%

Tissue and hygiene in Kenya demonstrated strong appeal, outpacing many African peers with robust value sales growth and clear momentum for continued expansion. This growth was driven by a rapidly expanding and youthful population, ongoing urbanisation and improved purchasing power. Expansion was supported by heightened demand for affordable, practical and convenient solutions. The landscape is growing increasingly competitive and fragmented as leading players respond with local production, multi

Away-from-home tissue and hygiene in Kenya turned in a robust performance in 2025, outpacing many regional peers in both volume and value growth. The total current value of away-from-home tissue and hygiene reached KES618 million, an increase of 11% over the previous year. Away-from-home toilet paper was the best-performing category, with value sales rising by 12% in current terms to KES512 million. This expansion is driven by sustained demand from institutional, hospitality and tourism channels

In 2025, retail tissue in Kenya demonstrated a modest rebound in volume growth, recording a 2% increase which reached 46,500 tonnes following a period of stagnation in 2023 and 2024. Retail value sales increased by 8% to KES14.7 billion. Volume stability in a high-inflation environment highlighted how pricing strategies and affordability became paramount. This pattern diverged from some regional peers, where inflation and supply disruptions dampened both volume and value. However, Kenya’s market

In 2025, retail adult incontinence in Kenya recorded steady growth, with retail volume reaching 723,238 units, representing a 4% increase from 2025. Retail value advanced significantly by 8%, reaching KES75.3 million. The market was driven by economic factors, pushing brands to offer affordable products. This was further reinforced by Kenya’s rising total population and continued economic expansion, with real GDP growth at 5% and inflation easing to 4%.

In 2025, polishes in Kenya experienced steady growth, driven primarily by shoe polish, which remained the largest category. Value sales of polishes in Kenya reached KES6.0 billion, representing 8% current value growth from the previous year. This growth can be attributed to increasing consumer awareness about maintaining footwear, coupled with a rising middle-class population and a growing focus on personal grooming. The median disposable income per household in Kenya increased steadily, reachin

Surface care in Kenya continued growing in 2025. The category reached value sales of KES3.6 billion, representing 11% growth from 2024 in current value terms. The growth in surface care can be attributed to the rising urban mid-income group and changing lifestyle patterns, with consumers seeking convenience, ease of cleaning, and pleasant fragrances associated with surface care. The increasing participation of women in the workforce has also contributed to the demand for surface care products. K

Bleach in Kenya experienced a notable performance in 2025, driven by the growing consumer awareness of its multifunctionality. Beyond its traditional use as a fabric whitener, consumers have increasingly recognised its disinfectant properties for hygiene and cleaning. This trend was further boosted by the post-pandemic emphasis on hygiene awareness. Value sales of bleach in Kenya reached KES0.9 billion in 2025, representing 14% current value growth from 2024.

In 2025, dishwashing in Kenya experienced sustained growth, driven by rapid urbanisation and the rise of the middle class. The urban population in Kenya reached 18,532,400 in 2025, indicating a growing demand for household cleaning products. The median disposable income per household also increased, reaching KES516,782 in 2025, which enabled consumers to spend more on premium and eco-friendly products. Dishwashing in Kenya is benefiting from these demographic and economic trends, with value sale