Given the low penetration of dishwashers in Kenya at the end of the review period, dishwashing continued to be dominated by hand dishwashing products. However, as a result of increasing urbanisation towards the end of the review period, local consumers are using newer products such as paste and liquid detergents, which are now more prevalent in the country, while the latter offers greater convenience to traditional solid bar soap.
While modern grocery retailers such as supermarkets continued to dominate the distribution of dishwashing in 2020, there was a notable shift towards traditional grocery retailers as a result of movement restrictions put in place by the government following the outbreak of COVID-19, resulting in gained value share and sales for the latter. Most independent small grocers included in this channel are located in residential neighbourhoods and this offers greater convenience to consumers, in addition to being a first-stop for many basic purchases such as dishwashing.
Local player Canon Chemicals with its Pride brand strengthened its leadership of dishwashing in 2020 due to strong consumer brand awareness and availability, in addition to being perceived as easy to use and long lasting. The company offers an economy pack of its leading Pride brand to offer value for money to price-sensitive consumers.
Volume growth heading into 2021 is set to slow compared to the previous year, with increasing price-sensitivity due to decreasing disposable incomes forcing some consumers to turn to multi-purpose detergents or soaps that offer greater versatility and affordability for a wider range of household tasks, including dishwashing, laundry care and for bathing. Local consumers have been increasingly limited by their finances, hence the need for a wider range to choose from with products that meet multiple needs.
To earn additional income during the harsh economic period as a result of the pandemic, consumers from lower socioeconomic groups were forced to be more creative and innovative, turning to manufacturing their own dishwashing soap using locally available materials. This has become extremely popular amongst these consumer groups as it is relatively cheaper than branded dishwashing soap, offering versatility in terms of multifunctional cleaning around the home.
Demand is expected to be higher for dishwashing products that contain natural ingredients such as aloe vera as increasingly health-conscious and more affluent consumers seek products that fit their lifestyles. Prior to the emergence of the pandemic, an increasing number of urban consumers were already switching towards environmentally-friendly or natural-positioned and value-added products and this should continue into the forecast period depending on their financial circumstances.
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This report originates from Passport, our Dishwashing research and analysis database.
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