Retail value sales of mass beauty and personal care products in Kenya continued to grow in 2024, driven by increasing urbanisation and the availability of products across multiple price points. New entrants are targeting the mass market with more affordable offerings, which are increasingly reaching ...

In 2024, retail sales of depilatories in Kenya continued to grow in current value terms, driven by a stronger focus on personal grooming, especially among younger consumers. As disposable incomes rise, advanced and convenient hair removal products have become more affordable, while Western beauty tr ...

Retail sales of premium beauty and personal care products in Kenya continued to expand in current value terms in 2024, supported by lower inflation, which left consumers with more scope for discretionary spending. Growth was further boosted by the expanding presence of products and brands, supported ...

The Kenyan fragrances market continued to grow in current value terms in 2024, driven by rising disposable incomes, higher employment rates, and the influence of female empowerment initiatives. In particular, the expansion of ICT-driven income opportunities has encouraged increased fragrance consump ...

Retail sales of baby and child-specific products in Kenya continued to grow in current value terms in 2024, supported by heightened consumer health concerns. Following the global controversy surrounding the use of talcum powder, which some studies have associated with an increased risk of cancer, ma ...

The Kenyan market for men’s grooming continued to expand in current value terms in 2024. Urbanisation has been a key driver of this growth, with major cities like Nairobi and Mombasa seeing an influx of young professional males who prioritise their personal appearance. In addition, the greater avail ...

In 2024, Kenya’s hair care market continued to grow in current value terms, driven by rapid urbanisation and shifting consumer priorities. As city lifestyles became busier, there was increased demand for convenient, modern beauty solutions. At the same time, a growing middle class with higher dispos ...

Sun care sales in Kenya experienced relatively modest growth in current value terms in 2024, as some consumers still do not perceive sun protection products as essential. However, increasing concerns about skin health and the harmful effects of UV exposure have encouraged more Kenyans to adopt preve ...

Retail volume sales of beauty and personal care products in Kenya registered robust growth in 2024, with a marked acceleration compared to previous years. The market has been influenced by the growth of internet-based enterprises such as Uncover, which expanded its digital presence through targeted ...

The market for colour cosmetics in Kenya continued to expand in current value terms in 2024. This resilience is largely driven by the growing availability of local alternatives and strong domestic production. Homegrown brands such as Dreamskinhaven, The Hair Colour Company, SuperCosmetics, and Shaar ...

The Kenyan skin care market continued to grow in current value terms in 2024, driven largely a shift towards more sophisticated, multi-step routines. Social media was a key contributor to this trend, with influencers, dermatologists, and ordinary consumers sharing their experiences on platforms such ...

The Kenyan bath and shower market registered robust growth in current value terms in 2024. This was fuelled by the expansion of modern retail networks, urbanisation and global health campaigns which encouraged modern hygiene routines. Consumers increasingly prioritised wellness, embracing premium an ...

In 2024, Kenya's oral care market experienced significant growth in current value terms, primarily driven by heightened consumer awareness of oral hygiene. Government-led campaigns and educational initiatives played a crucial role, emphasising the importance of dental health. The introduction of inn ...

Deodorants in Kenya recorded solid growth in current value terms in 2024, supported by rising urbanisation, a growing middle class, and heightened awareness of personal hygiene. Roll-ons represented the most popular and dynamic format. In an economy where value for money is paramount, their affordab ...

Plant-based dairy in Kenya remains a niche category. Indeed, retail volume and value sales are projected to remain negligible at the end of the review period. While product awareness and demand have continued to rise during the review period, plant-based dairy has yet to enter the mainstream, and mo ...

Yoghurt and sour milk products in Kenya witnessed steady growth in 2025. As Kenya's economy continues to grow, rising disposable incomes are driving demand for quality dairy products, including yogurt and sour milk. The growing popularity of yoghurt stems in part from its good taste and important ro ...

Drinking milk products in Kenya witnessed growth in 2025 due to urbanisation and the rising middle class. In addition to rising demand, value growth was supported by rising raw milk production, although the industry still grapples with challenges such as a fragmented market and a largely informal sy ...

Baby food in Kenya witnessed a steady increase in value sales driven by rising consumer awareness of infant nutrition and growing demand for convenient and nutritious baby food products. Milk formula is the largest category in baby food followed by dried baby food, with both registering value growth ...

Retail volume and value sales of other dairy increased steadily in 2025 as the category is growing from a very low base. Cream is the only product area having reached a sizeable level in Kenya, with all other products remaining negligible. Growth continues to be hampered by low consumer awareness an ...

Dairy products and alternatives in Kenya witnessed healthy value growth in 2025 whilst volume growth remained relatively flat. Inflation remains high, although lower than the peaks seen in 2022-23, and retail prices of dairy continued to rise in 2025. This can be attributed to the increase in raw ma ...

Cheese is not widely consumed in Kenya, but the category is expanding with expatriates a significant consumer base. Traditionally, home consumption of cheese remains limited with demand primarily skewed towards the horeca sector. Hard cheese is the largest category, but there is a growing variety of ...

Butter and spreads in Kenya posted steady value growth in 2025, due to rising prices, whilst volume sales stagnated. Despite its unhealthy and unnatural image, margarine continues to account for the highest share of sales in butter and spreads due to its widespread popularity. Urban households also ...

Kenya has long engaged both the East and the West for funding and support, but recent geopolitical tensions are complicating this balancing act. This comes as Kenya’s prestigious designation as a Major Non-NATO Ally (MNNA), granted by the US in 2024, is now under review. US Senator James Risch calle ...

Savoury snacks is expected to be the best performing snack in Kenya in 2025, registering both healthy current value and volume growth. They are increasingly popular as an on-the-go impulse snack and also for school lunches. Potato chips continue to account for most values sales, with strong shelf pr ...

Ice cream is expected to register both healthy current value and volume growth in Kenya in 2025, driven by strong impulse demand and increasing interest in family-sized formats. Ice cream remains highly weighted toward single-portion dairy-based impulse ice cream in cones, cups and sticks. This is s ...