When the COVID-19 pandemic first hit, there was a huge demand for hand sanitisers and consumers rushed to stock up on these products in order to try and protect themselves from the virus. However, in the post-pandemic landscape, with the associated lifting of restrictions and resumption of consumer confidence in social and public settings, demand for hand sanitiser has dropped.
There has been a tremendous shift towards locally manufactured bath and shower products, especially since the start of the COVID-19 pandemic, when international imported brands faced transport and logistics restrictions. Increased inflation has also played a part here, as local products are both cheaper and also offer more reliable availability – compared to their imported counterparts.
There is low demand for bath additives, leading to sluggish growth. Such products are seen as non-essential, with this being more notable due to the inflationary environment.
Kenya’s inflation was high in 2022, at 7.65%, which is the highest since the spike to 8.
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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 Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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