The growth of Kenya’s middle classes with higher levels of disposable incomes has underpinned category growth of baby and child-specific products over the review period. Current value sales rose at a moderate pace in 2021 continuing the trend in recent years.
Rising disposable incomes among Kenya’s middle-class consumers have created a bigger pool of consumers who are ready and willing to try out new products in baby and child-specific. Manufacturers have responded with new products that meet the needs of these more discerning consumers and who are willing to trade up to value-added products.
Higher disposable incomes and improved lifestyles saw an increased demand for diapers in 2021. Diaper penetration, especially in rural areas has been low but with increased awareness demand is rising.
In baby wipes, mothers are becoming more aware of the health impact that chemicals may have on their babies. They want to be fully aware of the health impact that chemicals may have on their babies and are demanding knowledge on the ingredients in their baby products.
Demand for baby and child-specific skin care has been rising with trusted, affordable brands such as Vaseline gaining market share in 2021 as a result of its strong heritage and affordability. Vaseline is available in different formats which makes it affordable for most consumers.
A number of key multinational players operate in baby and child-specific, such as Unilever Kenya, L'Oréal East Africa, PZ Cussons East Africa and Beiersdorf. Unilever Kenya strengthened its position in 2021 as did Colgate-Palmolive.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.See All of Our Definitions
This report originates from Passport, our Baby Care research and analysis database.
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