Care Products market in Kenya

The Kenyan Care Products eCommerce market is predicted to reach US$55.0 million by 2024 and accounts for 8.3% 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 2024-2028) will be 14.4%, resulting in a projected market volume of US$94.3 million by 2028. 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 Make-up market in Kenya

The Kenyan Make-up eCommerce market is predicted to reach US$1.0 million by 2024 and accounts for 24.7% of the Decorative Cosmetics 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 2024-2028) will be 12.4%, resulting in a projected market volume of US$1.5 million by 2028. The Make-up eCommerce market is a sub-market of the Decorative Cosmetics market. Further categories within the Decorative Cosmetics market are: Eye Cosmetics, Lipsticks, Nail Cosmetics, and Other Decorative Cosmetics.

eCommerce revenue development in the Make-up 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 Make-up 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

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)30.592.194.618.339.789.049.935.9

Online share

eCommerce online share of the total Make-up 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 Make-up retail market, the online share is 19.5% and will increase by an average of 7.5% to 26.0% by 2028.

eCommerce online share of the total Make-up market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)36.6%38.9%38.3%7.4%27.7%56.0%55.2%52.2%

Market definition

Definition of the Make-up market within the Care Products market

Market definition: Care Products > Personal Care > Decorative Cosmetics > Make-up The category Make-up includes the online trade of make-up (e.g. foundations, concealers, face powders, blushes, bronzers, eyebrow products). This category does not cover make-up brushes and theater make-up. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Make-up (e.g. foundations, concealers, face powders, blushes, bronzers, eyebrow products)

Out-of-scope

  • Make-up brushes
  • Theater make-up

Market comparison

The Kenyan Make-up market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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