Economic uncertainty will ensure the growth of mass beauty and personal care in Kenya during the forecast period as consumers remain attracted to mass products’ relatively low price points. Premium alternatives will be out the reach of many.
Increased inflation has encouraging players to become more aggressive in their marketing efforts, and as economic stresses ease somewhat, this trend will persist with players vying for customers in an intense competitive landscape. The use of top social media influencers, deep discounting and other attractive promotions will be frequent among mass brands throughout the forecast period.
The demand for mass beauty and personal care will continue to be driven by the low- and middle-income segments of consumers. Manufacturers are venturing into production of mass products to meet this growing demand.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal 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 Mass Beauty and Personal 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.
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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