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 Men's Fragrances market in Kenya

The Kenyan Men's Fragrances eCommerce market is predicted to reach US$2.0 million by 2024 and accounts for 42.9% of the Fragrances 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 15.7%, resulting in a projected market volume of US$3.5 million by 2028. The Men's Fragrances eCommerce market is a sub-market of the Fragrances market. Further categories within the Fragrances market are: Women's Fragrances.

eCommerce revenue development in the Men's Fragrances 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 Men's Fragrances 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 %)6.372.963.316.824.360.392.760.4

Online share

eCommerce online share of the total Men's Fragrances 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 Men's Fragrances retail market, the online share is 25.9% and will increase by an average of 6.2% to 33.0% by 2028.

eCommerce online share of the total Men's Fragrances market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)42.1%60.0%82.9%61.4%47.8%65.4%29.2%9.9%

Market definition

Definition of the Men's Fragrances market within the Care Products market

Market definition: Care Products > Personal Care > Fragrances > Men's Fragrances The category Men's Fragrances includes the online trade of perfumes, eau de parfum, eau de toilette, and more. This category does not cover aftershave and aftershave balms and deodorants. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Perfumes
  • Eau de parfum
  • Eau de toilette
  • Cologne
  • Solid perfumes
  • Body sprays
  • Mists

Out-of-scope

  • Aftershave and aftershave balms
  • Deodorants

Market comparison

The Kenyan Men's Fragrances market in a global comparison

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

in %

Source: ECDB analysis

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