Home Care in Kenya

Home Care in Kenya

EXECUTIVE SUMMARY

Dynamic growth continues, with a shift towards higher-value home care products

Urbanisation, rising incomes and more demanding lifestyles fuel demand

Established brands and innovation ensure multinationals maintain their lead

Modern retailers lead distribution with their wide product range and affordable prices

Further strong growth anticipated, although challenges remain

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Distribution of Home Care by Format: % Value 2014-2019
Table 7 Distribution of Home Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Home Care by Category: Value 2019-2024
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Care in Kenya

HEADLINES

PROSPECTS

Rising incomes and car ownership drive sales in 2019

Product innovation to meet consumer demand

Product pricing and packaging differentiates premium and mass brands

COMPETITIVE LANDSCAPE

Reckitt Benckiser leads due to strong brand heritage and long-term presence

SC Johnson partners with Uber and injects KES30 million into its flagship air care brand, Glade

Local Tropikal Brands grows its share through marketing and innovation

CATEGORY DATA

Table 10 Sales of Air Care by Category: Value 2014-2019
Table 11 Sales of Air Care by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Air Care: % Value 2015-2019
Table 13 LBN Brand Shares of Air Care: % Value 2016-2019
Table 14 Forecast Sales of Air Care by Category: Value 2019-2024
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Bleach in Kenya

HEADLINES

PROSPECTS

Disposable income influences the quality and quantity of bleach products purchased

Demand for Jik and Topex bleach expected to grow

Product variety and low price points ensure supermarkets lead distribution

COMPETITIVE LANDSCAPE

International brands, with strong brand loyalty, continue to lead

Economy packs key to attracting lower-income consumers

Vivek Investments launches new Ezee bleach to challenge international brands

CATEGORY DATA

Table 16 Sales of Bleach: Value 2014-2019
Table 17 Sales of Bleach: % Value Growth 2014-2019
Table 18 NBO Company Shares of Bleach: % Value 2015-2019
Table 19 LBN Brand Shares of Bleach: % Value 2016-2019
Table 20 Forecast Sales of Bleach: Value 2019-2024
Table 21 Forecast Sales of Bleach: % Value Growth 2019-2024

Dishwashing in Kenya

HEADLINES

PROSPECTS

Further strong growth in 2019, with in-store promotions a key manufacturer strategy

Liquid detergents threatens to edge out bar soaps

Hand dishwashing to benefit from rising urbanisation and income levels

COMPETITIVE LANDSCAPE

Manufacturers focus on pricing to attract more consumers

Local company leads, whilst cheap, substandard products challenge

The global stalwart, Colgate-Palmolive, ranks second with its Axion brand.

CATEGORY INDICATORS

Table 22 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 23 Sales of Dishwashing by Category: Value 2014-2019
Table 24 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 26 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 27 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Home Insecticides in Kenya

HEADLINES

PROSPECTS

Rise in infectious diseases and increased consumer health awareness drive sales

Counterfeit insecticides infiltrate the market

Demand for insecticide coils may decline as consumers switch to more advanced products

COMPETITIVE LANDSCAPE

Reckitt Benckiser’s strong presence ensures its lead in 2019

Manufacturers innovate to meet consumer demands

Malaria vaccine expected to negatively affect insecticides manufacturers

CATEGORY DATA

Table 29 Sales of Home Insecticides by Category: Value 2014-2019
Table 30 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 31 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 32 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 33 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

Laundry Care in Kenya

HEADLINES

PROSPECTS

Increased washing machine penetration and growth of online shopping drive growth

Product innovation and innovation by farmers boost sales

Women turn to soap-making to earn extra money

COMPETITIVE LANDSCAPE

International companies continue to lead with their strong brands and innovation

Brand acquisition to expand market reach

Local Bidco Africa records strong growth due to increased marketing and social media presence

CATEGORY INDICATORS

Table 35 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 36 Sales of Laundry Care by Category: Value 2014-2019
Table 37 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 38 Sales of Laundry Aids by Category: Value 2014-2019
Table 39 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 40 Sales of Laundry Detergents by Category: Value 2014-2019
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 42 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 43 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 44 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 45 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 46 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 48 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Polishes in Kenya

HEADLINES

PROSPECTS

Real estate development drives category growth

Shoe polish benefits from increasing demand for footwear

Investment in marketing to boost brand awareness

COMPETITIVE LANDSCAPE

SC Johnson maintains its lead thanks to its strong brand heritage, availability and affordability

Kangaroo shoe polish gains share and is set to challenge SC Johnson’s lead

Manufacturers eye Rwanda for the export of polishes

CATEGORY DATA

Table 50 Sales of Polishes by Category: Value 2014-2019
Table 51 Sales of Polishes by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Polishes: % Value 2015-2019
Table 53 LBN Brand Shares of Polishes: % Value 2016-2019
Table 54 Forecast Sales of Polishes by Category: Value 2019-2024
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Surface Care in Kenya

HEADLINES

PROSPECTS

Improved living standards drive sales and increase interest in specialised products

Consumers shift to environmentally-friendly and sophisticated products

Online shopping boosts sales

COMPETITIVE LANDSCAPE

With strong brand awareness, international companies continue to lead

Innovation and growth of modern retail boost growth

CATEGORY DATA

Table 56 Sales of Surface Care by Category: Value 2014-2019
Table 57 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of Surface Care: % Value 2015-2019
Table 59 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 60 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 61 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Toilet Care in Kenya

HEADLINES

PROSPECTS

Heightened marketing fuelling growth

Improved living standards and conditions drive sales, as does growth in online shopping

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its lead thanks to its strong brand image and awareness

Kapa Oil Refineries introduces Atilla toilet cleaner

Vigorous marketing set to increase awareness

CATEGORY DATA

Table 62 Sales of Toilet Care by Category: Value 2014-2019
Table 63 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 64 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 65 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 66 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 67 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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