Care Products market in Kenya

The Kenyan Care Products eCommerce market is predicted to reach US$185.4 million by 2023 and accounts for 8.1% of the total eCommerce market in Kenya. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 3.5%, resulting in a projected market volume of US$212.6 million by 2027. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Deodorants market in Kenya

The Kenyan Deodorants eCommerce market is predicted to reach US$4.7 million by 2023 and accounts for 12.0% of the Shower & Bath eCommerce market in Kenya. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be -1.0%, resulting in a projected market volume of US$4.5 million by 2027. The Deodorants eCommerce market is a sub-market of the Shower & Bath market. Further categories within the Shower & Bath market are: Conditioners, Creams & Body Lotions, Hair Dyes, Other Shower & Bath, and Shampoos.

eCommerce revenue development in the Deodorants market in Kenya

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Deodorants market in Kenya

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 25.3 62.2 62.6 44.1 5.4 29.0 99.6 7.6
AOV (in US$) 0.4 0.3 0.6 0.9 0.9 0.1 0.0 0.6
CVR (in %) 46.3 58.5 23.6 66.6 94.1 40.3 86.0 54.4
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Deodorants market in Kenya

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Kenyan Deodorants retail market, the online share is 18.2% and will increase by an average of 7.6% to 24.4% by 2027.

eCommerce online share of the total Deodorants market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 55.6% 17.5% 29.8% 35.5% 18.8% 15.3% 44.6% 30.9%

Market definition

Definition of the Deodorants market within the Care Products market

Market definition: Care Products > Personal Care > Shower & Bath > Deodorants The category Deodorants includes the online trade of deodorants (e.g. antiperspirant deodorants, deodorant sprays, roll-on deodorants). This category does not cover fragrances and perfumes and bodysprays. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Deodorants (e.g. antiperspirant deodorants, deodorant sprays, roll-on deodorants)

Out-of-scope

  • Fragrances and perfumes
  • Bodysprays

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