Home Care in Kenya

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

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

Table 29 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 30 Sales of Laundry Care by Category: Value 2012-2017
Table 31 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 32 Sales of Laundry Aids by Category: Value 2012-2017
Table 33 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 34 Sales of Laundry Detergents by Category: Value 2012-2017
Table 35 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 36 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 37 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 38 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 39 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 40 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 41 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 42 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 43 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

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

Potential for innovation in polishes

Premiumisation

CATEGORY DATA

Table 44 Sales of Polishes by Category: Value 2012-2017
Table 45 Sales of Polishes by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Polishes: % Value 2013-2017
Table 47 LBN Brand Shares of Polishes: % Value 2014-2017
Table 48 Forecast Sales of Polishes by Category: Value 2017-2022
Table 49 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Kenya

HEADLINES

PROSPECTS

Consumer preferences require manufacturers to improve formulations

Increased product variety

Specialised cleaning products

COMPETITIVE LANDSCAPE

International brands maintain their lead

Consumers willing to pay more for premium products

Leading players gain in distribution channels

CATEGORY DATA

Table 50 Sales of Surface Care by Category: Value 2012-2017
Table 51 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 52 NBO Company Shares of Surface Care: % Value 2013-2017
Table 53 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 54 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 55 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Kenya

HEADLINES

PROSPECTS

The middle class drives growth in some categories

Social media as a major marketing tool

Rising hygiene awareness contributes to a shift in product usage

COMPETITIVE LANDSCAPE

Rising consumer awareness

Distribution channels become more consumer-focused

Smaller pack sizes to appeal to lower- and middle-income groups

CATEGORY DATA

Table 56 Sales of Toilet Care by Category: Value 2012-2017
Table 57 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 58 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 59 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 60 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 61 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

Bleach in Kenya

HEADLINES

PROSPECTS

Multipurpose use of bleach

Local brands maintain a presence

Value packs remain popular

COMPETITIVE LANDSCAPE

Product offering increases

International brands maintain their lead

Smaller packaging to appeal to lower-income groups

CATEGORY DATA

Table 62 Sales of Bleach: Value 2012-2017
Table 63 Sales of Bleach: % Value Growth 2012-2017
Table 64 NBO Company Shares of Bleach: % Value 2013-2017
Table 65 LBN Brand Shares of Bleach: % Value 2014-2017
Table 66 Forecast Sales of Bleach: Value 2017-2022
Table 67 Forecast Sales of Bleach: % Value Growth 2017-2022

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