This archive report was first published on 16 September 2021.
On September 16, 2021, PZ Cussons, a leading personal care products manufacturer, entered Kenya's fast-growing multi-billion-shilling male self-care market with its new Imperial Leather Sport and Fresh Burst men's range.
The company estimates the size of the market at Kshs 6 billion and growing, with an annual growth rate of 5 percent, doubling over the next ten years.
According to Sekar Ramamoorthy, PZ Cussons Managing Director, the new range delivers an unmatched cooling sensation and freshness that lasts for 25 hours for men between the ages of 18 to 35.
Remarkably, male consumers are joining the self-care segment at a faster rate than female consumers, with an addition of at least 1,000,000 new consumers annually, as the company discovered in its research in Kenya, Uganda, Rwanda, Zambia, Zimbabwe, Malawi, and Ghana.
Men's skin, Ramamoorthy noted, is naturally tougher, necessitating distinct solutions. He observed that the segment will continue to be attractive as product development shifts to contextualization.
The firm has invested in a program to educate men about what it means to self-care for themselves, effectively complementing the multisensory approach of the new Imperial Leather men's range, with its tantalizing fragrances.
According to Ramamoorthy, the men's grooming products market was valued at USD 55.22 billion in 2020 globally and is expected to double by the year 2031.
While the market for men's grooming products has been moderately affected by the COVID-19 pandemic, social facilities and offices were closed, there has been a rise in do-it-yourself (DIY) grooming.
“Men are choosing to have their grooming activities at their own convenience due to concerns about close physical contact,” Ramamoorthy noted.
