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Country Report

Home Care in

Home Care in Kenya

43 pages, Mar 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Growth in home care revenues slows in 2017

Kenya is experiencing economic growth, increased foreign investment and improved road infrastructure. Higher disposable incomes among the Kenyan middle classes and continued marketing and advertising campaigns by manufacturers of home care products, as well as increased awareness among the Kenyan population, helped to drive growth in home care in 2017.

Consumers demand a value proposition

Given the rising pressure on household incomes, Kenyans are increasingly demanding and responding to value offerings, such as promotional offers and private label products. Manufacturers are leveraging consumer demand for value and increasingly expanding their private label portfolios, ensuring that competition remains rife.

Multinationals bring innovative cleaning methods to Kenya

An increase in laundromats is evident in Kenya. For example, Sheffield Africa which manufactures coin-operated laundry machines, supplies Fagor Laundromat machines in Kenya.

Supermarkets remains the dominant distribution channel

Local retailer, Nakumatt, is cash-strapped and unable to generate cash from operations to meet its wages and creditor obligations, a position that has put it in danger of going out of business. To further precipitate this, some suppliers have been forced out of business operations since they could not service loans they borrowed from banks.

Positive forecast performance

Despite the poor economic outlook and strain on household incomes, home care is likely to perform positively over the forecast period, with laundry care expected to remain the most dynamic category and suppliers competing to maintain and improve their market positions. Competition will also be heightened as new products, especially private label ranges, penetrate home care further and benefit from rising demand for value.

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Samples

Home Care Sample Report Home Care Sample Data

Overview

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.

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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.

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Home Care in Kenya

EXECUTIVE SUMMARY

Growth in home care revenues slows in 2017

Consumers demand a value proposition

Multinationals bring innovative cleaning methods to Kenya

Supermarkets remains the dominant distribution channel

Positive forecast performance

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Distribution of Home Care by Format: % Value 2012-2017
Table 7 Distribution of Home Care by Format and Category: % Value 2017
Table 8 Forecast Sales of Home Care by Category: Value 2017-2022
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Kenya

HEADLINES

PROSPECTS

Organisations and institutions play a major role in air care growth

Brands use social media to educate customers

Probable growth forecast in innovative candle, electric and liquid air fresheners

COMPETITIVE LANDSCAPE

Premiumisation is a key product differentiator

Local brand remains determined to gain value share

International brands still preferred by consumers

CATEGORY DATA

Table 10 Sales of Air Care by Category: Value 2012-2017
Table 11 Sales of Air Care by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Air Care: % Value 2013-2017
Table 13 LBN Brand Shares of Air Care: % Value 2014-2017
Table 14 Forecast Sales of Air Care by Category: Value 2017-2022
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Dishwashing in Kenya

HEADLINES

PROSPECTS

Hand wash and bar detergents remain dominant in 2017

Local manufacturers continue to diversify their ranges

Economy packs as a competitive tool

COMPETITIVE LANDSCAPE

Social media increasingly being used to reach middle-class consumers

Local producers compete in dishwashing paste

Value packaging offered by companies to entice consumers

CATEGORY INDICATORS

Table 16 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 17 Sales of Dishwashing by Category: Value 2012-2017
Table 18 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 19 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 20 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 21 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 22 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Kenya

HEADLINES

PROSPECTS

The middle class with rising disposable income drive sales

Consumer convenience and affordable product pricing are major selling points

Wide product assortment and competitive pricing support growth

COMPETITIVE LANDSCAPE

International brands still preferred by Kenyans

Product pricing is the main differentiator

CATEGORY DATA

Table 23 Sales of Home Insecticides by Category: Value 2012-2017
Table 24 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 25 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 26 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 27 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 28 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Kenya

HEADLINES

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Megatrends

Country Report

Home Care in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

Growth in home care revenues slows in 2017

Consumers demand a value proposition

Multinationals bring innovative cleaning methods to Kenya

Supermarkets remains the dominant distribution channel

Positive forecast performance

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Kenya

EXECUTIVE SUMMARY

Growth in home care revenues slows in 2017

Consumers demand a value proposition

Multinationals bring innovative cleaning methods to Kenya

Supermarkets remains the dominant distribution channel

Positive forecast performance

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Kenya

HEADLINES

PROSPECTS

Organisations and institutions play a major role in air care growth

Brands use social media to educate customers

Probable growth forecast in innovative candle, electric and liquid air fresheners

COMPETITIVE LANDSCAPE

Premiumisation is a key product differentiator

Local brand remains determined to gain value share

International brands still preferred by consumers

CATEGORY DATA

Dishwashing in Kenya

HEADLINES

PROSPECTS

Hand wash and bar detergents remain dominant in 2017

Local manufacturers continue to diversify their ranges

Economy packs as a competitive tool

COMPETITIVE LANDSCAPE

Social media increasingly being used to reach middle-class consumers

Local producers compete in dishwashing paste

Value packaging offered by companies to entice consumers

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Kenya

HEADLINES

PROSPECTS

The middle class with rising disposable income drive sales

Consumer convenience and affordable product pricing are major selling points

Wide product assortment and competitive pricing support growth

COMPETITIVE LANDSCAPE

International brands still preferred by Kenyans

Product pricing is the main differentiator

CATEGORY DATA

Laundry Care in Kenya

HEADLINES

PROSPECTS

Entry of coin-operated machines

International players dominate fabric softeners

Bar detergents remains popular among consumers due to the products’ value for money and ease of use

COMPETITIVE LANDSCAPE

Local players become more aggressive

Premiumisation

Average price rises of laundry detergents expected to be restrained

CATEGORY INDICATORS

CATEGORY DATA

Polishes in Kenya

HEADLINES

PROSPECTS

The rising middle class with increased disposable income move to new housing developments

New housing designs and innovation favour polishes

More competition to encourage new product trials

COMPETITIVE LANDSCAPE

International players maintain their lead