After seeing double-digit current value growth and slow volume growth for most of the review period, in 2020 AFH tissue and hygiene turned to a slow current value decline and a double-digit fall in volume sales. When the COVID-19 pandemic hit the country, measures to limit the spread of the virus were taken, including the suspension of international flights, leading to a decline in tourist arrivals in the year, the temporary closure of restaurants and encouragement to work from home.
As in retail tissue, within AFH tissue AFH toilet paper remained by far the largest category in both volume and current value terms in 2020, and also saw the slowest current value decline. Horeca and business/industry remained by far the largest channels for sales of toilet paper, as offices and restaurants offer such products in strategically placed dispensers for consumers.
Nevertheless, despite rising from a very low base, as in the retail environment AFH wipers increased in popularity in 2020. On reopening, some Kenyan restaurants were keen to use such products for hygiene reasons, due to COVID-19.
After seeing a poor performance in 2020, a rebound to solid retail volume growth and dynamic current value growth is expected for AFH tissue and hygiene in 2021. As soon as restrictions begin to ease up along with falling cases of COVID-19 due to controls and vaccination, sales of AFH products will begin to rise.
Although the growth rate for AFH tissue and hygiene products saw a steep decline in 2020 as a result of the impact of COVID-19, growth is expected throughout the forecast period for this category, as the number of corporate businesses and horeca establishments is likely to grow due to continued investment. The increasing number of hotels and restaurants, in addition to business districts, is expected to drive sales of AFH tissue and hygiene products.
Despite the difficult economic times, the rising middle-class is expected to continue to change the consumer landscape. Therefore, whilst demand for wipes is set to see steady growth in retail, demand for AFH wipers will also be driven by outlets trying to meet the needs of this consumer segment in restaurants and other foodservice outlets.
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Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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