Home Care in Kenya

January 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care 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.

The Home Care in Kenya report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Kenya?
  • Which are the leading brands in Home Care in Kenya?
  • How are products distributed in Home Care in Kenya?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Kenya

Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Distribution of Home Care by Format: % Value 2017-2022
Table 7 Distribution of Home Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Home Care by Category: Value 2022-2027
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Air Care in Kenya

KEY DATA FINDINGS

Another positive performance for air care as the consumer base continues to expand
Competitive Landscape
Air care continues to develop as demand for car air fresheners begins to take off
Further sales growth slated for air care as rising income levels underpin higher demand
Consumers set to demand a wider range of air care products
Supermarkets and hypermarkets to continue dominating retail distribution of air care
Table 10 Sales of Air Care by Category: Value 2017-2022
Table 11 Sales of Air Care by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Air Care: % Value 2018-2022
Table 13 LBN Brand Shares of Air Care: % Value 2019-2022
Table 14 Forecast Sales of Air Care by Category: Value 2022-2027
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

Bleach in Kenya

KEY DATA FINDINGS

Positive growth continues despite rising prices and whining consumer interest
Leading brand Jik remains well out in front of a small group of leading brands
Bleach continues to be defined by a general lack of sophistication
Positive growth ahead for bleach as the consumer base for these products widens
More affluent and sophisticated consumers expected to shift away from bleach
Lack of product differentiation ensures strong legacy brands maintain key advantages
Table 16 Sales of Bleach: Value 2017-2022
Table 17 Sales of Bleach: % Value Growth 2017-2022
Table 18 NBO Company Shares of Bleach: % Value 2018-2022
Table 19 LBN Brand Shares of Bleach: % Value 2019-2022
Table 20 Forecast Sales of Bleach: Value 2022-2027
Table 21 Forecast Sales of Bleach: % Value Growth 2022-2027

Dishwashing in Kenya

KEY DATA FINDINGS

A positive performance as the category’s essential status insulates it against inflation
Few changes in the competitive landscape as the four leading names see rising sales
Hand dishwashing remains the norm despite rising penetration of dishwashers
Further positive growth ahead due to changing lifestyles and consumption patterns
Hand dishwashing to continue dominating sales as dishwashers set to remain rare
Offering products that can be used for various home care tasks presents opportunities
Table 22 Household Possession of Dishwashers 2017-2022
Table 23 Sales of Dishwashing by Category: Value 2017-2022
Table 24 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 25 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 26 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 27 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

Home Insecticides in Kenya

KEY DATA FINDINGS

Sales increase due to rising incomes and the essential status of home insecticides
Competitive Landscape
The wide range of products and brands on offer means consumers benefit from variety
Further increases in sales are predicted for the forecast period
Mortein Doom and other legacy brands set to benefit from high levels of recognition
Supermarkets and hypermarkets set to continue dominating retail distribution
Table 29 Sales of Home Insecticides by Category: Value 2017-2022
Table 30 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 31 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 32 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 33 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027

Laundry Care in Kenya

KEY DATA FINDINGS

Demand continues to increase despite the steep unit price increases
A stable competitive landscape as consumers opt for trusted traditional products
Brands turn to social media to capture the attention of consumers
A positive performance slated for laundry care over the forecast period
Low household penetration of washing machines to remain a major influence on sales
Opportunities exist for multifunctional products that can be used for numerous tasks
Table 35 Household Possession of Washing Machines 2017-2022
Table 36 Sales of Laundry Care by Category: Value 2017-2022
Table 37 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 38 Sales of Laundry Aids by Category: Value 2017-2022
Table 39 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 40 Sales of Laundry Detergents by Category: Value 2017-2022
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 42 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 43 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 44 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 45 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 46 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 48 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

Polishes in Kenya

KEY DATA FINDINGS

Overall Picture
Shoe polish brands continue to dominate sales as consumers demand high quality
Consumer Trends
Economic development and rising affluence to boost sales growth in polishes
Sales of shoe polish set to remain highly seasonal despite widening of demand
Strong branding key to maintaining a strong position in a dynamic category
Table 50 Sales of Polishes by Category: Value 2017-2022
Table 51 Sales of Polishes by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Polishes: % Value 2018-2022
Table 53 LBN Brand Shares of Polishes: % Value 2019-2022
Table 54 Forecast Sales of Polishes by Category: Value 2022-2027
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

Surface Care in Kenya

KEY DATA FINDINGS

Further sales growth for surface care as consumers remain focused on hygiene
Stability in the competitive environment as Astonish and Mr Muscle continue to lead
Efficacy and quality more important factors as consumers become more sophisticated
Positive sales growth is expected as the consumer base for surface care expands
Home care disinfectants set to benefit from enhanced focus on hygiene
Smaller pack sizes to represent an opportunity for manufacturers and distributors
Table 56 Sales of Surface Care by Category: Value 2017-2022
Table 57 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Surface Care: % Value 2018-2022
Table 59 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 60 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 61 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

Toilet Care in Kenya

KEY DATA FINDINGS

Sales continue to rise as more demanding consumers seek better hygiene
Harpic’s strong focus on advertising underpins major global brand’s dominant position
Toilet care becomes an increasingly sophisticated home care category
Toilet care slated for strong growth as consumers become more sophisticated
Toilet care’s inherently premium image to insulate the category against price rises
Anticipated boom in Kenya’s real estate market presents long-term growth opportunities
Table 62 Sales of Toilet Care by Category: Value 2017-2022
Table 63 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 64 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 65 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 66 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 67 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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