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: 68 | Publication date: Mar 2007
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
Basic products dominate due to low incomes
A poor economic performance during the review period resulted in volume declines across household care in 2005 over the previous year, while current value grew below the rate of inflation. Most consumers are also unable to afford any but the most basic products, with bar detergents and hand wash detergents jointly dominating value sales as a result.
Laundry care performs best due to versatility
Laundry care achieved the best current value growth in 2005 over the previous year. This was largely due to the importance of bar detergents and hand wash detergents in Kenyans' lives. These products are used for a wide range of applications, including personal bathing, surface care and dishwashing. Due to the recent economic hardship, many consumers traded down to these products from more expensive task-specific products, which softened the volume decline of laundry care.
Unilever in lead but domestic players growing share
Unilever continued to lead household care sales throughout the review period, chiefly due to its strong position in bar detergents and hand wash detergents with Sunlight and Omo respectively. However, domestic players are gaining strength with improved distribution and innovative products. Bidco achieved the strongest value share growth during the review period and ranked second in 2005. The company tailors its laundry care range expertly to match local consumer demands, such as with its Gental hand wash detergents, with stain-removing enzymes and gentle formula to keep hands soft.
Distribution shapes packaging changes
Supermarkets/hypermarkets was the leading distribution channel in 2005 while kiosks remain extremely important in rural areas. Packaging polarised in 2005, with an increasing range of bulk packs being sold in supermarkets/hypermarkets, attracting value-conscious consumers with a lower unit price. Meanwhile, most of the leading players began to offer hand wash detergents in single-use packs at kiosks, with these proving extremely popular due to their low price.
Slow growth in forecast period as economy improves
There are some signs that the economy will improve during the forecast period, although an increasing polarisation is expected in income levels. Mid-income consumers may well become more affluent, underpinning growth in household care sales, while lower-income consumers are unlikely to benefit to the same extent. Consequently, while mid-income consumers will underpin strong growth in products such as hand dishwashing, air care and insecticides, basic bar detergents and hand wash detergents will continue to dominate sales.
Table of contents
HOUSEHOLD CARE IN KENYA : MARKET INSIGHT
EXECUTIVE SUMMARY
Basic products dominate due to low incomes
Laundry care performs best due to versatility
Unilever in lead but domestic players growing share
Distribution shapes packaging changes
Slow growth in forecast period as economy improves
KEY TRENDS AND DEVELOPMENTS
Economic hardship makes many products unaffordable
Divergent pack sizes boost supermarkets/hypermarkets and kiosks
MARKET INDICATORS
Table 1 Households 2000-2005
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
DEFINITIONS
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Laundry Care by Subsector: Value 2000-2005
Table 11 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 12 Laundry Care Company Shares 2001-2005
Table 13 Laundry Care Brand Shares 2002-2005
Table 14 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 15 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 16 Sales of Laundry Detergents by Type: Value 2000-2005
Table 17 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 18 Laundry Detergents Company Shares 2001-2005
Table 19 Laundry Detergents Brand Shares 2002-2005
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 20 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 21 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 22 Dishwashing Products Company Shares 2001-2005
Table 23 Dishwashing Products Brand Shares 2002-2005
Table 24 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 25 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 26 Sales of Surface Care by Subsector: Value 2000-2005
Table 27 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 28 Surface Care Company Shares 2001-2005
Table 29 Surface Care Brand Shares 2002-2005
Table 30 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 31 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Chlorine Bleach: Value 2000-2005
Table 33 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 34 Chlorine Bleach Company Shares 2001-2005
Table 35 Chlorine Bleach Brand Shares 2002-2005
Table 36 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 37 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 39 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 40 Toilet Care Products Company Shares 2001-2005
Table 41 Toilet Care Products Brand Shares 2002-2005
Table 42 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 43 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Polishes by Subsector: Value 2000-2005
Table 45 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 46 Polishes Company Shares 2001-2005
Table 47 Polishes Brand Shares 2002-2005
Table 48 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 49 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Sales of Air Care by Subsector: Value 2000-2005
Table 51 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 52 Air Care Company Shares 2001-2005
Table 53 Air Care Brand Shares 2002-2005
Table 54 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 55 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 56 Sales of Insecticides by Subsector: Value 2000-2005
Table 57 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 58 Insecticides Company Shares 2001-2005
Table 59 Insecticides Brand Shares 2002-2005
Table 60 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 61 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
BIDCO OIL REFINERY LTD KENYA
Strategic Direction
Key Facts
Summary 1 Bidco Oil Refinery Ltd Kenya: Key Facts
Summary 2 Bidco Oil Refinery Ltd Kenya: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 3 Bidco Oil Refinery Ltd Kenya: Competitive Position 2005
KAPA OIL REFINERIES LTD KENYA
Strategic Direction
Key Facts
Summary 4 Kapa Oil Refineries Ltd Kenya: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Kapa Oil Refineries Ltd Kenya: Competitive Position 2005
KAPI LTD
Strategic Direction
Key Facts
Summary 6 Kapi Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 7 Kapa Ltd: Competitive Position 2005