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HAIRCARE MARKET KENYA 2011
REPORT STRUCTURE 6
Use of quotes 7
SECTION 1: SUMMARY OF DATA AND HEADLINE ISSUES 8
TABLE 1 Haircare market at a glance 8
TABLE 2 Top haircare companies 8
TABLE 3 Haircare market share (percentage) sales by product category 9
Complex haircare regimes 9
Implications for product manufacturers 9
Currency 9
Date of publication 9
SECTION 2: MARKET SIZE, TRENDS AND SALES VARIATIONS 10
Introduction and summary 10
TABLE 4 Kenyan haircare market summary data 10
TABLE 5 Sales variations 2008 to 2015 10
Sales forecasts 11
Sales historical 11
TABLE 6 Market drivers, positives and negatives 11
People and products 11
Regional hub 12
Cost of living and impact on sales 12
Weather 12
Imports and local brands, and tax rates 12
Consumer attitudes to beauty, a necessity or luxury? 13
Product related drivers and quality upgrades 13
Beneficiaries of upgrades 13
Distribution improvements, positive and negative 13
Quality of products and counterfeits 13
False claims and counterfeits impact sales 14
Consumer awareness 14
SECTION 3: HAIRCARE MARKET BY PRODUCT CATEGORY 15
Introduction and summary 15
TABLE 7 Haircare sales (percentage) African specific and general formulations 15
Consumer attitudes to African formulations 15
African formulations and people with influence 15
A market irony? 16
Brands that identify as African 16
TABLE 8 Wet haircare products, and sales to consumer segments 16
TABLE 9 Dry hair products, and sales to consumer segments 16
Upmarket consumers 17
TABLE 10 Haircare sales (percentage) by product category 17
TABLE 11 Haircare sales (percentage) wet and dry products 18
Definition(s) of wet and dry haircare products 18
Product consumption and the impact of styling regimes 18
Changes in sales, wet and dry products 19
Product category: relaxers 19
TABLE 12 Relaxers (percentage) sales ranked by strength of formulation 19
Comments on different strengths of relaxers 20
Product category: liquids, treatments and hair foods 20
TABLE 13 Dry hair (percentage) sales and companies reporting 21
TABLE 14 Dry hair (percentage) by product category 21
TABLE 15 Colourant products (percentage) companies reporting 22
TABLE 16 Colourant sales (percentage) by product formulations 22
Popular colours 22
SECTION 4: SUMMARY OF LEADING BRANDS 23
Introduction and summary 23
TABLE 17 Summary profile haircare brands market 23
TABLE 18 Number of companies and leaders by product category 23 TABLE 19 The leading companies in haircare Kenya 24
TABLE 20 The leading brands in haircare Kenya 24
The market leader 24
Other top companies in Kenya 24
Leaders, local and imports 24
TABLE 21 Brands leaders in haircare in selected retailer 25
SECTION 5: MARKET SPECIFIC CONSUMER BEHAVIOUR, MARKET OPPORTUNITIES 26
Introduction and summary 26
TABLE 22 Market opportunities in haircare in Kenya 26
Priced for largest consumer segment 26
The price / quality ratio 27
TABLE 23 Market opportunities, product formulations 27
Multi functional haircare products 27
Up to date in fashion terms 27
Treated as “backwater”? 27
Natural ingredients 28
TABLE 24 Market opportunities, product safety 28
Line extensions 28
TABLE 25 Market opportunities in dry hair 29
Quotes, positive assessments of formulations and brands 29
TABLE 26 Marketing initiatives, examples of what works 29
Product education and professionals 29
Manufacturers reach out to consumers 30
Failure to market 30
SECTION 6: TOP COMPANIES AND BRANDS IDENTIFIED BY PRODUCT CATEGORY 31
Introduction and summary 31
TABLE 27 Brands: relaxers (names) 31
TABLE 28 Relaxer sales (percentage) by brand, wholesaler 32
TABLE 29 Brands: liquids, treatments and hair foods leaders ( names) 32
TABLE 30 Brands: liquids, treatments and hair foods other (names) 33
TABLE 31 Treatment and related sales (percentage) brand, selected wholesaler 33
TABLE 32 Brands: colourants ( names) 34
TABLE 33 Brands: dry hair products (names) 35
SECTION 7: PROFILES, COMPANIES AND BRANDS IDENTIFIED 36
TABLE 34 Haircare brands identified ( names alphabetical order) 36
Web site 36
Web site 37
Non-specific naming 38 Experts’ comments and assessments of brands, alphabetical order 38
Brands, A 38
Brands, B and C 38
Brands, D 38
Brands, H 38
TABLE 35 Company brand portfolios 38
Brands, R 39
Brands, U 39
SECTION 8: BRANDS, MARKET SEGMENTS AND PRICES (EXAMPLES ONLY) 40
TABLE 36 Brands: relaxers, examples for different price segments 40
TABLE 37 Brands, and price (per unit) 40
Dynamic pricing 40
SECTION 9: METHODOLOGY, SOURCES AND COMPANIES REPRESENTED 41
Companies interviewed 41
Expert sample / criteria for choosing experts 41
TABLE 38 Profile of experts interviewed 41
TABLE 39 Profiles of experts interviewed market segment and geographical reach 42
Confidentiality 42
Languages of interviews 42 SECTION 10: GLOSSARY OF TERMS AND DEFINITIONS, AND TECHNICAL DATA 43
Symbols used in tables and report 43
TABLE 40 Definitions of wet and dry product categories 44
Kit relaxers 44
SECTION 11: SUPPORT DATA FOR THE KENYAN HAIRCARE MARKET 45
Introduction and summary 45
TABLE 41 Value of haircare product categories Kenya 45
Kenya cosmetics and toiletries (C&T) market size 45
Market structure, awards 46
Beauty distributor numbers, Nairobi and Kenya 46
TABLE 42 Top distributors / wholesale companies ( names) 46
Web site 46
TABLE 43 Hair and beauty retailers Kenya ( names) 47
SECTION 12: COUNTRY DATA (KENYA) 48
TABLE 44 GDP data: Kenya compared to USA 48
TABLE 45 Population of Kenya (percentage) by age and gender 48
TABLE 46 Population of Kenya (percentage) ethnic groups 49
TABLE 47 Population (percentage) by income band 49
TABLE 48 Population by province 49
TABLE 49 Top cities in Kenya 50
Table of Contents
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Sub-Saharan African Beauty Buyer 2012
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HAIRCARE MARKET KENYA 2011
REPORT STRUCTURE 6Use of quotes 7
SECTION 1: SUMMARY OF DATA AND HEADLINE ISSUES 8
TABLE 1 Haircare market at a glance 8
TABLE 2 Top haircare companies 8
TABLE 3 Haircare market share (percentage) sales by product category 9
Complex haircare regimes 9
Implications for product manufacturers 9
Currency 9
Date of publication 9
SECTION 2: MARKET SIZE, TRENDS AND SALES VARIATIONS 10
Introduction and summary 10
TABLE 4 Kenyan haircare market summary data 10
TABLE 5 Sales variations 2008 to 2015 10
Sales forecasts 11
Sales historical 11
TABLE 6 Market drivers, positives and negatives 11
People and products 11
Regional hub 12
Cost of living and impact on sales 12
Weather 12
Imports and local brands, and tax rates 12
Consumer attitudes to beauty, a necessity or luxury? 13
Product related drivers and quality upgrades 13
Beneficiaries of upgrades 13
Distribution improvements, positive and negative 13
Quality of products and counterfeits 13
False claims and counterfeits impact sales 14
Consumer awareness 14
SECTION 3: HAIRCARE MARKET BY PRODUCT CATEGORY 15
Introduction and summary 15
TABLE 7 Haircare sales (percentage) African specific and general formulations 15
Consumer attitudes to African formulations 15
African formulations and people with influence 15
A market irony? 16
Brands that identify as African 16
TABLE 8 Wet haircare products, and sales to consumer segments 16
TABLE 9 Dry hair products, and sales to consumer segments 16
Upmarket consumers 17
TABLE 10 Haircare sales (percentage) by product category 17
TABLE 11 Haircare sales (percentage) wet and dry products 18
Definition(s) of wet and dry haircare products 18
Product consumption and the impact of styling regimes 18
Changes in sales, wet and dry products 19
Product category: relaxers 19
TABLE 12 Relaxers (percentage) sales ranked by strength of formulation 19
Comments on different strengths of relaxers 20
Product category: liquids, treatments and hair foods 20
TABLE 13 Dry hair (percentage) sales and companies reporting 21
TABLE 14 Dry hair (percentage) by product category 21
TABLE 15 Colourant products (percentage) companies reporting 22
TABLE 16 Colourant sales (percentage) by product formulations 22
Popular colours 22
SECTION 4: SUMMARY OF LEADING BRANDS 23
Introduction and summary 23
TABLE 17 Summary profile haircare brands market 23
TABLE 18 Number of companies and leaders by product category 23 TABLE 19 The leading companies in haircare Kenya 24
TABLE 20 The leading brands in haircare Kenya 24
The market leader 24
Other top companies in Kenya 24
Leaders, local and imports 24
TABLE 21 Brands leaders in haircare in selected retailer 25
SECTION 5: MARKET SPECIFIC CONSUMER BEHAVIOUR, MARKET OPPORTUNITIES 26
Introduction and summary 26
TABLE 22 Market opportunities in haircare in Kenya 26
Priced for largest consumer segment 26
The price / quality ratio 27
TABLE 23 Market opportunities, product formulations 27
Multi functional haircare products 27
Up to date in fashion terms 27
Treated as “backwater”? 27
Natural ingredients 28
TABLE 24 Market opportunities, product safety 28
Line extensions 28
TABLE 25 Market opportunities in dry hair 29
Quotes, positive assessments of formulations and brands 29
TABLE 26 Marketing initiatives, examples of what works 29
Product education and professionals 29
Manufacturers reach out to consumers 30
Failure to market 30
SECTION 6: TOP COMPANIES AND BRANDS IDENTIFIED BY PRODUCT CATEGORY 31
Introduction and summary 31
TABLE 27 Brands: relaxers (names) 31
TABLE 28 Relaxer sales (percentage) by brand, wholesaler 32
TABLE 29 Brands: liquids, treatments and hair foods leaders ( names) 32
TABLE 30 Brands: liquids, treatments and hair foods other (names) 33
TABLE 31 Treatment and related sales (percentage) brand, selected wholesaler 33
TABLE 32 Brands: colourants ( names) 34
TABLE 33 Brands: dry hair products (names) 35
SECTION 7: PROFILES, COMPANIES AND BRANDS IDENTIFIED 36
TABLE 34 Haircare brands identified ( names alphabetical order) 36
Web site 36
Web site 37
Non-specific naming 38 Experts’ comments and assessments of brands, alphabetical order 38
Brands, A 38
Brands, B and C 38
Brands, D 38
Brands, H 38
TABLE 35 Company brand portfolios 38
Brands, R 39
Brands, U 39
SECTION 8: BRANDS, MARKET SEGMENTS AND PRICES (EXAMPLES ONLY) 40
TABLE 36 Brands: relaxers, examples for different price segments 40
TABLE 37 Brands, and price (per unit) 40
Dynamic pricing 40
SECTION 9: METHODOLOGY, SOURCES AND COMPANIES REPRESENTED 41
Companies interviewed 41
Expert sample / criteria for choosing experts 41
TABLE 38 Profile of experts interviewed 41
TABLE 39 Profiles of experts interviewed market segment and geographical reach 42
Confidentiality 42
Languages of interviews 42 SECTION 10: GLOSSARY OF TERMS AND DEFINITIONS, AND TECHNICAL DATA 43
Symbols used in tables and report 43
TABLE 40 Definitions of wet and dry product categories 44
Kit relaxers 44
SECTION 11: SUPPORT DATA FOR THE KENYAN HAIRCARE MARKET 45
Introduction and summary 45
TABLE 41 Value of haircare product categories Kenya 45
Kenya cosmetics and toiletries (C&T) market size 45
Market structure, awards 46
Beauty distributor numbers, Nairobi and Kenya 46
TABLE 42 Top distributors / wholesale companies ( names) 46
Web site 46
TABLE 43 Hair and beauty retailers Kenya ( names) 47
SECTION 12: COUNTRY DATA (KENYA) 48
TABLE 44 GDP data: Kenya compared to USA 48
TABLE 45 Population of Kenya (percentage) by age and gender 48
TABLE 46 Population of Kenya (percentage) ethnic groups 49
TABLE 47 Population (percentage) by income band 49
TABLE 48 Population by province 49
TABLE 49 Top cities in Kenya 50
Table of Contents
Other African Professional Beauty Market Reports
Professional Haircare Market Reports
Buy This Report