Male Grooming Trends & Opportunities – KENYA

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This report presents the major drivers and the key demographic groups in the male grooming and personal care industry in Kenya. It also discusses the market context and landscape, the typical consumer experience and the brands they patronize.

Category:

This report presents the major drivers and the key demographic groups in the male grooming and personal care industry in Kenya. It also discusses the market context and landscape, the typical consumer experience and the brands they patronize.

Key Takeaway: According to the World Bank, Kenya had a GDP of about $110B in 2021 and a population of over 53 million people making it the largest and most advanced in East Africa. Sized at $284M annually, the market for male grooming and personal care in urban Kenya is dominated by Millennial consumers – men aged 26 to 40, spread across the country with a focus in Nairobi, the capital city.

Categories: Category Report

Country: KENYA

Cities: Nairobi, Mombasa, Kisumu, Eldoret, Nakuru, Naivasha, Thika, Kikuyu

Format: Zipped (PDF and XLSX files), 49 pages

Table of Content:
Executive Summary
Data Sourcing & Methodology
Market Context: Nigeria
Landscape & Market Sizing
Demographic & Market Drivers
Category Cornerstones
Consumer Journey Map
Brands & Market Share Tables

List of Tables & Figures:
Table 1: Key Market Assumptions
Table 2: Market Historicals 2019-2021
Table 3: Market Metrics by Age Bracket
Table 4: Purchase Drivers by Age Bracket
Table 5. Market Metrics by Income Groups
Table 6: Purchase Drivers by Income Groups
Table 7: Personal Care Product Usage by Age Bracket
Table 8: Brand Market Share – Hair Care
Table 9: Brand Market Share – Facial Care
Table 10: Brand Market Share – Body Care
Table 11: Brand Market Share – Deodorant and Fragrance
Table 12: Brand Market Share – Oral Care
Figure 1: Market Size distribution by age groups
Figure 2: Africa’s Income Demographics in 2021

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