Following the outbreak of the COVID-19 pandemic in March 2020, there were some disruptions to the supply chain of baby and child-specific products in Kenya. These disruptions caused short term stock shortages as companies, suppliers and retailers scrambled to find ways of ensuring consistent supply during the unusual operating conditions of the COVID-19 pandemic.
Although online shopping has been present in baby and child-specific products for a number of years, the COVID-19 pandemic caused a significant uptick in the number of households using e-commerce channels in 2020. In 2020, e-commerce’s value share in the category more than doubled as many consumers considered e-commerce a safer option than physical retailing in the context of the COVID-19 pandemic.
In 2020, due to the tough economic conditions of the COVID-19 pandemic, many brands in baby and child-specific products became more aggressive in their marketing and promotional strategies in order to remain on top of their competition and to maintain visibility.
Kenyan e-commerce company Mums Village has merged with its Nigerian counterpart Baby Bliss Nigeria in a bid for the companies to expand their reach in East and West African countries. These e-commerce platforms both specialise in mother and child care products and have merged to form the new entity Bliss.
Over the forecast period, Kenyan baby and child-specific products looks set to expand thanks to the emergence of new companies in the category as international companies move into the Kenyan market through acquisitions. Multinational companies are expected to acquire local companies in order to sell their fast moving consumer goods in Kenya.
Over the forecast period, new health and hygiene habits learned during the context of the COVID-19 pandemic are expected to limit growth for baby wipes. Despite accelerating volume and value growth at the end of the review period, the rate of both volume and value growth for baby wipes is expected to slow slightly at the beginning of the forecast period.
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This report originates from Passport, our Baby Care research and analysis database.
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