NAIROBI, Kenya, Apr 7 – The deodorant market in Kenya has hit Sh1.4 billion and is poised for growth in the coming years.
Beiersdorf’s Marketing Director for Central, East & West Africa Francis Afulani says Kenyans have become adoptive to the deodorant culture.
He says that Increased product awareness through in-store marketing as well as above-the-line marketing campaigns has helped to educate the general public as well as promoting higher value and volume sales in the category over the review period.
“Heightened marketing campaigns among industry players, growth in the urban population and rising incomes among Kenya’s burgeoning middle-class population contributed to the positive value and volume growth recorded in deodorants during 2015,” he told Capital FM Business.
Beiersdorf Central, East and West Africa General Manager Alex Reindler says the growing middle class has fueled the growth of this line of products.
“Rising per capita income levels and increasing population size are likely to mean a bigger working class consumer base for deodorants during the forecast period, thus ensuring further growth for the category.”
Beiersdorf East Africa continues to lead deodorants with a market share of 32.1 percent value share, followed by Henkel Kenya with its flagship brand Fa and Unilever Kenya with its Rexona brand.