Kenya’s deodorant market is thriving, but the personal care product is still only affordable for middle class consumers By Bertha Rinjeu
The ever-intensifying skyline of Nairobi, Kenya’s capital city, illustrates the rapid economic growth of this equatorial East African country, and its growing workforce is increasingly keen to buy deodorants to keep them dry and comfortable both in the office and outside.
An increased focus on banking, industry, manufacturing and construction have raised the country’s gross domestic product (GDP) by 5.3% year-on-year in 2014 and 5.6% in 2015 (Deloitte Economic Outlook 2016). Gross National Income per head was still just US$1,340 in 2015, according to the World Bank, but this masks some significant income differentials, and middle class urban consumers especially have . . .
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