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: Nov 2009
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
Contraction of the economy affects growth
Household care products saw a slight decline in volume sales in 2008 compared to the review period as GDP growth declined by two thirds on 2007. This caused consumers to trade down or reduce spending on household care in order to focus on essentials such as food. Although value growth was still positive, it was still lower than the review period CAGR as a result of rampant inflation.
Relocation and mergers
Household care players started to cooperate in order to achieve synergies and gain access to East Africa from their Kenyan base. This was the case for Tiger Brands Ltd, which bought a major share in Haco Industries Kenya Ltd in May 2008. This move is intended to boost the companies’ production capacity, increase their market share and hit back at competition from Asia and Egypt. This represents a major leap for the two firms, which are seeking to conquer the region and the continent since partnerships have traditionally proven more effective in entering new territories as opposed to starting from scratch.
International companies dominate sales
Unilever Kenya Ltd and Sara Lee Household & Body Care South Africa continue to lead sales of household care thanks to their longevity in the country and a greater level of awareness for their product ranges. Furthermore, they enjoy better coverage in the supermarkets and modern retail channels thanks to larger supply needs, which local manufacturers struggle to meet. Financial backing from the parent companies overseas has also gone a long way to ensuring maximum advertising, which helps to create awareness of any new products and ensure that their products are in the public eye at all times.
Supermarkets lead but small grocery retailers gaining ground
Products are mainly distributed through supermarkets, which order directly from the companies. Smaller outlets such as convenience stores and kiosks are serviced by salespersons from the different companies through distributors. Small grocery retailers and convenience stores showed good progress in terms of their share, although their sales remain very low in value terms. However, they benefited from consumers shopping in smaller quantities at their local shops, rather than making big purchases at supermarkets as the effects of the credit crunch made themselves felt.
Projections of marginal growth
Future growth in household care is expected to benefit from higher GDP growth, and the steep drop in inflation expected over the forecast period which will result in limited but positive growth compared to the decline experienced over the review period. For example, niche products such as hand wash detergents and spray/aerosol air fresheners should perform better as consumers’ awareness rises, however, growth in the more mature areas of the industry is expected to remain low.
Table of contents
HOUSEHOLD CARE IN KENYA : MARKET INSIGHT
EXECUTIVE SUMMARY
Contraction of the economy affects growth
Relocation and mergers
International companies dominate sales
Supermarkets lead but small grocery retailers gaining ground
Projections of marginal growth
MARKET INDICATORS
Table 1 Households 2003-2008
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2003-2008
Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008
Table 4 Household Care Company Shares 2004-2008
Table 5 Household Care Brand Shares 2005-2008
Table 6 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
Table 8 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - KENYA
BIDCO OIL REFINERY LTD KENYA - HOUSEHOLD CARE - KENYA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bidco Oil Refinery Ltd Kenya: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Bidco Oil Refinery Ltd Kenya: Competitive Position 2008
HACO INDUSTRIES KENYA LTD - HOUSEHOLD CARE - KENYA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Haco Industries Kenya Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Haco Industries Kenya Ltd: Competitive Position 2008
LAUNDRY CARE IN KENYA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 10 Household Penetration of Washing Machines 2003-2008
SECTOR DATA
Table 11 Sales of Laundry Care by Subsector: Value 2003-2008
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 13 Sales of Laundry Detergents by Type: Value 2003-2008
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 15 Laundry Care Company Shares 2004-2008
Table 16 Laundry Care Brand Shares 2005-2008
Table 17 Laundry Detergents Company Shares 2004-2008
Table 18 Laundry Detergents Brand Shares 2005-2008
Table 19 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
Table 20 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN KENYA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 21 Household Penetration of Dishwashers 2003-2008
SECTOR DATA
Table 22 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 23 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 24 Dishwashing Products Company Shares 2004-2008
Table 25 Dishwashing Products Brand Shares 2005-2008
Table 26 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 27 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN KENYA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 28 Sales of Surface Care by Subsector: Value 2003-2008
Table 29 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 30 Surface Care Company Shares 2004-2008
Table 31 Surface Care Brand Shares 2005-2008
Table 32 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 33 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN KENYA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Chlorine Bleach: Value 2003-2008
Table 35 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 36 Chlorine Bleach Company Shares 2004-2008
Table 37 Chlorine Bleach Brand Shares 2005-2008
Table 38 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 39 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
TOILET CARE PRODUCTS IN KENYA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 41 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 42 Toilet Care Products Company Shares 2004-2008
Table 43 Toilet Care Products Brand Shares 2005-2008
Table 44 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 45 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN KENYA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Polishes by Subsector: Value 2003-2008
Table 47 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 48 Polishes Company Shares 2004-2008
Table 49 Polishes Brand Shares 2005-2008
Table 50 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 51 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
AIR CARE IN KENYA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Air Care by Subsector: Value 2003-2008
Table 53 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 54 Air Care Company Shares 2004-2008
Table 55 Air Care Brand Shares 2005-2008
Table 56 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 57 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
INSECTICIDES IN KENYA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Insecticides by Subsector: Value 2003-2008
Table 59 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 60 Insecticides Company Shares 2004-2008
Table 61 Insecticides Brand Shares 2005-2008
Table 62 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 63 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013