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