Premium fragrances in Kenya faces challenges as consumers increasingly shift towards more affordable brands. The premium segment, largely consisting of imported brands, struggles with higher pricing worsened by inflation and limited consumer budgets.
The Kenyan fragrance market is oversaturated by counterfeit products which hampers category growth. Squeezed budgets mean these products appeal to some consumers through their low-price points, and despite many consumers remaining wary of fakes, rising living costs are pushing more and more people towards counterfeit fragrances.
Expert users of perfume, who can easily tell the difference between cologne and perfume, have been progressively pushing the demand for a signature fragrance over time. The trend has seen French perfume maker Adopt launch its products in Kenya, through a sole franchise deal with Lintons Beauty World.
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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.
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Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. 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 DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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