Kenya

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…

In Kenya, there is a growing demand for tissue and hygiene products as consumers become more hygiene-conscious and the middle classes expand. Volume sales have shown resilience in the face of global events like COVID-19 and the Ukraine-Russia war,…

In 2023, retail tissue in Kenya witnessed a significant slowdown in volume growth as rising prices of toilet paper weakened consumption. High inflation and pressures on household budgets created a challenging environment for the toilet paper…

Retail adult incontinence remains a very new concept in Kenya and thus it is still a relatively small category in tissue and hygiene. Whilst awareness is still low, there is a growing regard for the transformative impact of using adult incontinence…

Rising inflation has forced consumers to switch to cheaper nappies/diaper/pants products in Kenya. On account of this, manufacturers have ramped up efforts to launch more affordable products, with a key focus on targeting young suburban mothers who…

Rising consumer awareness of menstrual health, together with the wider variety of sanitary products available in Kenya, is driving sales of menstrual care in 2023. Manufacturers commonly leverage mass media (including television, outdoor) and online…

The away-from-home tissue and hygiene category in Kenya is a promising area with much potential for growth. Current volume and value growth is driven by the urbanisation trend with more businesses and services operating in urban centres. Following…