The Kenyan deodorant market has hit a value of Sh1.4 billion and counting, according to a report published by Capital FM Business, as Kenyans catch on to the ‘deodorant culture’.

Francis Afulani, Marketing Director for Central, East & West, told Capital FM Business that Kenyans have well and truly adopted the deodorant category, as product awareness grows via in-store promotions and marketing campaigns.

“Heightened marketing campaigns among industry players, growth in the urban population and rising incomes among Kenya’s burgeoning middle-class population contributed to the positive value and volume growth in deodorants recorded in 2015,” he said in an interview with the Capital FM Business.

Beiersdorf holds a 32.1 percent share of the Kenyan deodorant market, and is the market leader, followed by Henkel and Unilever Kenya.