Executive Summary

Mar 2019
Home care sales continue rising

Home care current value sales continued to increase strongly in 2018, with growth being fuelled by the positive performance of the Kenyan economy and solid GDP growth. Home care sales are also rising as a result of increasing urbanisation and modernisation, as well as improving disposable incomes.

Strong advertising boosts sales in 2018

Rising awareness of home care products in 2018 was greatly enhanced by the strong marketing efforts of both local and international players. Most companies, especially in toilet care, air fresheners, polishes and home insecticides, engaged in TV advertisements, billboard and in-store promotions.

Multinational brands continue to lead sales

Multinationals remain the leading players within home care in Kenya. Leading companies such as Unilever, Reckitt Benckiser and SC Johnson & Sons maintained their leading position in 2018.

Modern retailers continue to lead distribution

The increasing number of modern retail outlets in urban residential areas across the country and their ease of accessibility, as well as a growing shopping mall culture, continues to boost volume sales of home care products in Kenya. The growing frequency with which consumers visit modern retail outlets and the wide range of product varieties on offer at affordable prices has helped modern retail outlets become the preferred distribution channel for products in this area.

Further growth expected over forecast period

Home care sales are expected to continue rising over the forecast period, with laundry care set to remain the most dynamic area. Growth will be fuelled by increased urbanisation, rising modernisation of retail channels and increasing awareness among consumers.

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Home Care in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Kenya for free:

The Home Care in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Care in Kenya?
  • What are the major brands in Kenya?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Kenya?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Home Care in Kenya

EXECUTIVE SUMMARY

Home care sales continue rising
Strong advertising boosts sales in 2018
Multinational brands continue to lead sales
Modern retailers continue to lead distribution
Further growth expected over forecast period

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Distribution of Home Care by Format: % Value 2013-2018
Table 7 Distribution of Home Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Home Care by Category: Value 2018-2023
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Kenya

HEADLINES

PROSPECTS

Demand from corporate organisations and institutions supports growth
Gel air fresheners expected to lead growth
Retail modernisation and urbanisation expected to support growth

COMPETITIVE LANDSCAPE

International brands dominate air care
Local brands increase sales share through marketing and innovation
Product pricing and packaging differentiates premium and mass brands

CATEGORY DATA

Table 10 Sales of Air Care by Category: Value 2013-2018
Table 11 Sales of Air Care by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Air Care: % Value 2014-2018
Table 13 LBN Brand Shares of Air Care: % Value 2015-2018
Table 14 Forecast Sales of Air Care by Category: Value 2018-2023
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Kenya

HEADLINES

PROSPECTS

Multi-purpose use of bleach continues to boost sales
Brand owners expected to diversify their product ranges amid rising competition
Modernisation and expansion of retail channels supports growth

COMPETITIVE LANDSCAPE

International brands continue to lead sales
Economy packs key to attracting lower-income consumers
Increasing urbanisation and changing lifestyle trends to boost sales

CATEGORY DATA

Table 16 Sales of Bleach: Value 2013-2018
Table 17 Sales of Bleach: % Value Growth 2013-2018
Table 18 NBO Company Shares of Bleach: % Value 2014-2018
Table 19 LBN Brand Shares of Bleach: % Value 2015-2018
Table 20 Forecast Sales of Bleach: Value 2018-2023
Table 21 Forecast Sales of Bleach: % Value Growth 2018-2023

Home Insecticides in Kenya

HEADLINES

PROSPECTS

Rising consumer health awareness fuels sales
Product availability, affordability and ease of use key to success
Electric insecticides expected to lead growth

COMPETITIVE LANDSCAPE

International brands continue to lead sales
Price positioning key to targeting different consumer groups
Modern retailers continue to dominate distribution

CATEGORY DATA

Table 22 Sales of Home Insecticides by Category: Value 2013-2018
Table 23 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 24 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 25 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 26 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 27 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Kenya

HEADLINES

PROSPECTS

Increased marketing and washing machine penetration to spur growth
Laundry detergents set to lead growth
Product innovation and expanding ranges to boost growth

COMPETITIVE LANDSCAPE

International brands continue to dominate
Domestic companies closing gap via innovation and marketing
Local players record strongest sales share growth

CATEGORY INDICATORS

Table 28 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 29 Sales of Laundry Care by Category: Value 2013-2018
Table 30 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 31 Sales of Laundry Aids by Category: Value 2013-2018
Table 32 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 33 Sales of Laundry Detergents by Category: Value 2013-2018
Table 34 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 35 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 36 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 37 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 38 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 39 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 40 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 41 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 42 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Kenya

HEADLINES

PROSPECTS

Rising home ownership to boost sales
Changing lifestyle trends support polish sales
More competition to encourage new product trials

COMPETITIVE LANDSCAPE

International brands continue to dominate sales
Pricing and distribution hey to positioning
Low product variety limits growth within polishes

CATEGORY DATA

Table 43 Sales of Polishes by Category: Value 2013-2018
Table 44 Sales of Polishes by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Polishes: % Value 2014-2018
Table 46 LBN Brand Shares of Polishes: % Value 2015-2018
Table 47 Forecast Sales of Polishes by Category: Value 2018-2023
Table 48 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Kenya

HEADLINES

PROSPECTS

Rising modernisation and urbanisation set to increase sales
Changing consumer preferences result in improved formulations
Demand for specialised cleaning products to spur growth

COMPETITIVE LANDSCAPE

International brands maintain leading position
Consumers willing to pay more for premium products
Expansion of modern retailers set to boost penetration

CATEGORY DATA

Table 49 Sales of Surface Care by Category: Value 2013-2018
Table 50 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 51 NBO Company Shares of Surface Care: % Value 2014-2018
Table 52 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 53 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 54 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Kenya

HEADLINES

PROSPECTS

Heightened marketing fuelling growth
Toilet liquids and foams to record strongest growth
Rising hygiene awareness contributes to a shift in product usage

COMPETITIVE LANDSCAPE

International brands continue to dominate
Local players expand footprint through aggressive marketing
Smaller pack sizes to appeal to lower and middle-income groups

CATEGORY DATA

Table 55 Sales of Toilet Care by Category: Value 2013-2018
Table 56 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 58 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 59 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 60 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

Dishwashing in Kenya

HEADLINES

PROSPECTS

Modernisation and urbanisation trends boost sales
Hand dishwashing sales expected to continue growing
Local manufacturers continue to diversify their offer

COMPETITIVE LANDSCAPE

Local brands lead dishwashing as competition heightens
Value packaging and give-aways entice consumers

CATEGORY INDICATORS

Table 61 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 62 Sales of Dishwashing by Category: Value 2013-2018
Table 63 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 65 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 66 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 67 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023