Household Care in Kenya
Euromonitor International's Household Care in Kenya market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 70 | Publication date: Jul 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Economic Recovery Fails to Trickle Down to Consumption
After decades of stagnation, the Kenyan economy is experiencing a renaissance fuelled by the private sector. Between 1997 and 2002, the economy grew at an annual average of less than 2%, while the population grew at nearly 3% per annum. However, in 2005, GDP growth was nearly 6%, and in 2006, it reached 6%.
However, despite this economic recovery, consumption of household care goods continues to show little growth. Many lower-income consumers are unable to afford anything except very basic products and increasingly economise by purchasing cheaper multipurpose products. Unsurprisingly, this trend hurts sales of household care products.
Bar Detergents Continues to Dominate Sales
Basic products, in particular bar detergents, continue to dominate the household care market. Only a very small section of the population, essentially the urban elite, has the means to afford items such as fabric softeners, dishwashing additives, or other non-essential specialised products.
Therefore, a majority of consumers is using bar detergents as a thrifty and effective all-round solution for cleaning kitchens tops, floors and vehicles, amongst others. The large sales volume of bar detergents thus in part explains the very low sales volume of other, more specialised, products in Kenya.
Pack Sizes Decrease
The household care market saw a gradual decline in the average pack size throughout the review period, which is generally identified as shaping the market. Many lower-income Kenyans are unable to afford the relatively high retail prices of larger pack sizes.
The lower retail prices of "kadogo" pack sizes enables lower-income consumers to purchase household care products on a day-to-day budget. The higher unit price largely makes up for lower retail prices and allows manufacturers to enlarge their consumer base past traditional income groups while retaining consumers who would otherwise be unable to afford their products due to declining disposable income.
Supermarkets/Hypermarkets Channel Continues to Advance
While historically most Kenyans did their shopping in small neighbourhood shops, "dukas" and kiosks, supermarkets/hypermarkets are becoming increasingly important. Despite the collapse of the Uchumi chain earlier during the retail period, the channel today accounts for a larger proportion of sales than ever before.
Domestic Players Are Increasingly Important
Over the review period, the household care market saw a noticeable ascendancy of small, sometimes informal businesses and the general decline of multinational companies. Some observers attribute this trend to small domestic companies' closeness to consumers, as well as their often-cheaper production.
While the increase in consumer spending is expected to remain low despite economic recovery, the market share of domestic companies is expected to increase slowly against multinationals, as they are able to react more quickly to different national and regional consumer trends, while many multinational companies still tend to regard African markets as largely homogenous.
Table of contents
HOUSEHOLD CARE IN KENYA : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic Recovery Fails to Trickle Down to Consumption
Bar Detergents Continues to Dominate Sales
Pack Sizes Decrease
Supermarkets/Hypermarkets Channel Continues to Advance
Domestic Players Are Increasingly Important
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
BIDCO OIL REFINERIES LTD
Strategic Direction
Key Facts
Summary 2 Bidco Oil Refineries Ltd: Key Facts
Company Background
Production
Summary 3 Bidco Oil Refineries Ltd: Production Statistics 2007
Competitive Positioning
Summary 4 Bidco Oil Refineries Ltd: Competitive Position 2007
HACO INDUSTRIES KENYA LTD
Strategic Direction
Key Facts
Summary 5 Haco Industries Kenya Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Haco Industries Kenya Ltd: Competitive Position 2007
KAPA OIL REFINERIES LTD
Strategic Direction
Key Facts
Summary 7 Kapa Oil Refineries Ltd: Key Facts
Company Background
Production
Summary 8 Kapa Oil Refineries Ltd: Production Statistics 2007
Competitive Positioning
Summary 9 Kapa Oil Refineries Ltd: Competitive Position 2007
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Laundry Care by Subsector: Value 2002-2007
Table 11 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 12 Sales of Laundry Detergents by Type: Value 2002-2007
Table 13 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 14 Laundry Care Company Shares 2003-2007
Table 15 Laundry Care Brand Shares 2004-2007
Table 16 Laundry Detergents Company Shares 2003-2007
Table 17 Laundry Detergents Brand Shares 2004-2007
Table 18 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 19 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 20 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 21 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 22 Dishwashing Products Company Shares 2003-2007
Table 23 Dishwashing Products Brand Shares 2004-2007
Table 24 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 25 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 26 Sales of Surface Care by Subsector: Value 2002-2007
Table 27 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 28 Surface Care Company Shares 2003-2007
Table 29 Surface Care Brand Shares 2004-2007
Table 30 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 31 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Chlorine Bleach: Value 2002-2007
Table 33 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 34 Chlorine Bleach Company Shares 2003-2007
Table 35 Chlorine Bleach Brand Shares 2004-2007
Table 36 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 37 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 39 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 40 Toilet Care Products Company Shares 2003-2007
Table 41 Toilet Care Products Brand Shares 2004-2007
Table 42 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 43 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Polishes by Subsector: Value 2002-2007
Table 45 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 46 Polishes Company Shares 2003-2007
Table 47 Polishes Brand Shares 2004-2007
Table 48 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 49 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Sales of Air Care by Subsector: Value 2002-2007
Table 51 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 52 Air Care Company Shares 2003-2007
Table 53 Air Care Brand Shares 2004-2007
Table 54 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 55 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 56 Sales of Insecticides by Subsector: Value 2002-2007
Table 57 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 58 Insecticides Company Shares 2003-2007
Table 59 Insecticides Brand Shares 2004-2007
Table 60 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 61 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012