Unilever banks on women to grow personal care division

Unilever is betting on sustained economic growth in Kenya and the region to grow its personal care segment as part of a global strategy to diversify its business.

The Anglo-Dutch consumer goods manufacturer has been increasing its presence through acquisitions and aggressive marketing since last year.
In East Africa, it has introduced TCB and Motions hair products to grab a piece of the growing hair care products business.

The company is banking on women to drive up sales as they are considered influential in informing personal care shopping trends.

“Women form a significant part of our customer segment as they tend to be leading the pack of shoppers as well as personal care shopping in households,” Unilever vice president Africa, personal care Debra Mallowah told the Nation in interview.

CHANGING INCOME STATUS

Besides changing income status due to improving economic fortunes, women still form an influential group in the personal care goods market, which accounts for 37 per cent of the company’s overall global turnover.

She said the segment has been growing significantly, from 28 per cent in 2008 to 37 per cent last year, underlining its strong potential.

“There is no doubt that personal care is the next big thing globally and in the region with the ever-rising population and changing income status… East Africa alone has 142 million people,” Mrs Mallowah said.

The consumer goods company priority, she said, is to produce personal care products that cut across all segments of the society and whose use is more of a necessity than a luxury in today’s world.

“Personal care has a strategic role for us in Africa and Kenya as the East Africa hub, and we strive to reach wide, up and down,” Mrs Mallowah said.