In 2021, the growth of bath and shower accelerated in both retail volume and current value growth as consumers continued to invest in a wider range of products. Rising numbers of middle-class consumers in Kenya combined with product development and heavier marketing investment has underpinned strong growth in the category for much of the review period.
In 2021, demand for hand sanitisers dropped substantially as COVID-19 restrictions were eased including the lifting of curfews. Demand for hand sanitisers saw unprecedented growth in 2020 during the onset of the pandemic as consumers scrambled to purchase products to protect against COVID-19.
In 2021, bar soaps witnessed dynamic growth in retail volume and current value terms as manufacturers enticed consumers with improved formulas offering better protection and with multipurpose functionality. Golden Africa Kenya, a manufacturer of fast-moving consumer goods launched an antibacterial multi-purpose washing bar, Super Saba+, which offers 99.
Reckitt Benckiser, Unilever Kenya and PZ Cussons East Africa are the leading players in Bath and Shower by retail value share but there has been a tremendous shift towards locally manufactured bath and shower products since the start of the pandemic. Local brands have increased supply of bath and shower products and pushed down prices for Kenyans since imported brands are costlier.
The pace of product development has surged to meet increasing demand and this trend is expected to continue in the forecast period. The introduction of herbal soaps such as Geisha black soap, moringa and many beauty soaps has captured consumer interest whilst the range of shower gels has expanded significantly.
Demand for body/wash shower gels in Kenya is growing but Kenyans with a strong preference for multipurpose products. Body wash/shower gels are viewed as more hygienic as opposed to bar soaps, which is expected to drive value growth in the category over the forecast period as some consumers shift away from bar soaps.
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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.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See All of Our DefinitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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