Fenesi.com Start, Run and Grow Your Business In Kenya
Related Articles
Are you looking to start a business in the Kenyan shaving market? Well the market is still in its infancy stages with only 40 percent of Kenyan men shaving at home with the rest preferring to visit the barber shops who utilize electric shavers.
The market which has over 10 million potential razor users sees a man spend on average KES 2295 per month and a woman spends KES 1200 on blades and razors over a similar period.
According to Gillette brand manager, Mr. Mutune Kilonzo “Despite the steady growth in the grooming market, the greatest challenge the Gillette brand has been facing is in trading up consumers to the more premium and better performing brands.”
Today, Gillette which commands about 60 percent of the market, attributes its leadership position to its constant innovation that sees the brand implementing consumers’ positive criticism.
“The main challenges that sees us continue constantly innovation is the African hair gene. As African men, we are particularly susceptible to bumps due to the coarse, curly nature of their facial hair. Our research has however shown that one can reduce the occurrence of bumps by shaving more often, using new blades, using superior blades, and of course prepping oneself before a shave,” said Mr. Mutune.
Mr. Mutune added that once consumers understood the art of shaving, the market is bound to experience a steady growth.
The global blade and razor industry (male and female blades and razors) is currently valued as a $12.3 billion business with 800 million men shaving.
