Kenya

While polishes continued to register positive sales growth during 2022, growth rates remained moderate and overall sales remained relatively low as there are few opportunities for most Kenyan consumers to make use of polishes. One of the main reasons…

There was an increase in the number of outlets that provide refills of water and water vending machines in 2022. This was driven by the increasing demand for clean and safe water. Consumers with reusable, refillable bottles are able to purchase water…

Wipes are extremely underdeveloped in Kenya, with close to all sales generated by baby wipes. There are no visible sales of household products; in addition, the consumer base is limited to urban middle- and upper-income consumer bases with higher…

Retail tissue witnessed another strong performance in 2022 as a result of a growing population and the essential nature of products such as toilet paper, which is a basic commodity in most Kenyan households. Rising prices has impacted the tissue…

Retail in Kenya continued to expand in 2022, with new stores opening while there was increased footfall at brick and mortar stores. However, not all modern retailers are finding success in Kenya, with some players being forced to exit the market.…

Direct selling retail current value sales exhibited a steep decline during 2020 in response to the COVID-19 pandemic. Restrictions on movement, most notably a dusk-to-dawn curfew in the major cities, made it difficult for salespeople to move around,…

Dishwashing recorded a moderate positive sales performance in 2022 as the status of hand dishwashing in the majority of Kenyan homes the category in good stead and insulated it against the impact of high inflation. Indeed, the average unit price of…

Air care registered modest sales growth in 2022 as demand continued to rise despite the impact of high inflation on unit prices in the category during the year. However, it should be noted that overall sales of air care remain low in Kenya, with…

Kenya is one of the main global tea exporters and as a result, it is no surprise that Kenyans love their tea, in particular black tea, though in 2022, fruit/herbal tea registered the highest current value growth. Overall, though tea registered…

Coffee registered double-digit current value growth, though constant value growth was very low. The war in Ukraine led to an energy crisis, which in return led to high inflation. However, the full impact of the global oil price rises and other…

Rising consumer awareness of menstrual health together with the wider variety of sanitary products available in Kenya is driving category sales in 2022. Manufacturers are leveraging mass media (including television, outdoor) and online marketing to…

Positive growth was recorded in all categories of home care in 2022 as population growth, rising income levels, urbanisation and the recovery of Kenya’s economy from the impact of the COVID-19 pandemic all contributed to higher spending on a wide…

Bleach registered positive volume and value sales growth over the course of 2022 despite the prevailing background trends being unfavourable for the category generally. While many consumers become more interested in bleach in response to the threat…

BIDCO is keeping pace with the fast-growing healthy drinks market by expanding its customer base to working-aged people and teenagers. After relaunching Golden Fry as a healthy cooking oil in 2021 to target consumers worried about obesity and…

Health conscious consumers are shifting towards the adoption of natural fruit juices as an alternative to concentrates, which is dampening category growth. Several manufacturers operating in the concentrates category are now focusing on and shifting…

Home insecticides registered positive sales growth during 2022 as the recovery of Kenya’s economy from the COVID-19 meant that consumers have more money to spend on home insecticides. In addition, the fact that many households regard home…

2022 saw further robust sales growth for surface care as consumers continued to focus heavily on maintaining the highest standards of hygiene in the home as a result of their experiences during the COVID-19 pandemic. Moreover, over the course of…

Supported by the Coca-Cola Company Africa, Monster Energy recently launched its first ever national consumer promotion, dubbed ‘Monster win a trip to Dubai’, in Kenya. To participate, consumers were required to purchase any of the six Monster Energy…

Consumers are becoming increasingly aware of the role of lifestyle and diet in the development of health problems. Sugar has become a particular focus for the increasing number of health conscious consumers, with excess sugar consumption being linked…

The strong performance recorded in laundry care in 2022 was largely due to the recovery of demand as the influence of the COVID-19 pandemic receded. In particular, the return to working in the office on a daily basis for Kenya’s salaried white-collar…