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Learn moreFeb 2021
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Home care in Kenya was given a boost in 2020 with the emergence of the pandemic, resulting in a home seclusion trend due to social distancing and curfews and a greater focus on hygiene and stricter cleaning routines to maintain germ-free living environments. Nevertheless, increasing price-sensitivity amongst consumers due to rising unemployment as a result of the temporary closure of some businesses forced lower-income groups to prioritise their spending by focusing on essential home care products with disinfecting qualities.
On 27 March, in response to the threat of the pandemic, the Government of Kenya initiated a nationwide dusk-to-dawn curfew from 19.00-05.
The competitive landscape of home care offers a strong presence of multinationals such as Unilever, SC Johnson & Sons Kenya and Reckitt Benckiser, although local players such as Kapa Oil Refineries Ltd Kenya and Bidco Africa Ltd are also well placed and offer greater affordability to price-sensitive consumers. Brands that offer a multifunctional positioning such as White Star, Sunlight and Velvex experienced further demand in 2020, with the pandemic impacting disposable incomes.
The emergence of the pandemic resulted in a notable shift away from the dominant modern grocery retailers, mainly represented by supermarkets, as consumers reduced their visits to large outlets and public spaces due to fears over the risk of exposure to the virus. This shift benefited several channels, namely traditional grocery retailers, with many of these smaller outlets situated in local neighbourhoods carrying a range of basic home care products, whilst reducing the need for consumers to travel far, with movement restrictions in place.
Heading into 2021, home care is expected to experience a marginal slowdown in demand compared to the surge during the pandemic. This trend will be particularly noticeable in categories which experienced certain levels of stockpiling by consumers such as bleach, hand dishwashing, laundry care and surface care.
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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.
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This industry report originates from Passport, our Home Care market research database.
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.