In 2020, bath and shower registered a notable acceleration of both retail volume and retail current value growth. This was due, in part, to the increased health and hygiene awareness during the COVID-19 crisis.
Although the consumption of bath and shower products increased in 2020 due to a rise in health and hygiene awareness, disposable incomes in Kenya declined considerably due to the negative economic impact of COVID-19. As such, many consumers sought to economise by purchasing multipurposed products that can be used for multiple personal and home care tasks.
Following the outbreak of the COVID-19 pandemic in 2020 there was a surge in demand for products in bath and shower that claim antibacterial properties. This is due to the threat of COVID-19 infection and the hygiene consciousness that this has provoked in the Kenyan population.
Over the forecast period, consumers are expected to be more aware of their health and of the effects of different ingredients that are often used in bath and shower products. As such, consumers are expected to become more discerning about the types of products they use, paying more attention to the ingredients and manufacturing processes involved.
Hotels and restaurants are the largest consumers of bath and shower products in Kenya. Since the outbreak of the COVID-19 pandemic, however, hotels and restaurants have had their operations severely limited, especially as a result of international travel bans and restricted movement within Kenya.
The surge in demand for bath and shower products during the COVID-19 pandemic has led to an influx of manufacturers offering similar products with slight variations, which has considerably shaken up the competitive landscape in bath and shower and will continue to shape the category over the forecast period. Many manufacturers now mass produce products in this category in order to meet the extremely high demand as consumer awareness of health and hygiene is stimulated by the fear of COVID-19 contagion.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Bath and Shower research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page