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 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…

In the highly competitive landscape of dishwashing in Kenya, brand owners actively targeted consumers with promotions and special offers and deals. Small-scale local manufacturers and consumers interested in do-it-yourself (DIY) were more inclined to…

Air care in Kenya enjoyed further strong retail volume and current value growth in 2023, supported by fragrance innovations and a growing middle-class consumer base amid rising urbanisation. Considerable growth in the category was stimulated as…

Tea bags continued to gain ground at the expense of loose tea at the retail and foodservice levels in Kenya in 2023. Visible across all categories and brand ranges, this trend was mainly reflective of increasing appreciation for the greater…

Coffee in Kenya showed another impressive performance in 2023, with total volume sales increasing at a faster rate than in 2022 and the fresh and instant categories both posting healthy growth at the retail and foodservice levels. These results were…

There is a growing awareness of the significance of a balanced diet and the role that dietary supplements can play in addressing deficiencies. Lifestyle changes, longer work hours and a lack of time for nutritious meal preparation are prompting more…

Analgesics experienced a rise in unit prices due to inflationary pressure, which pushed up the price of imported medications and locally-produced options. Current value growth accelerated in 2023 as a result of this trend. Brand loyalty remains…

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…

Home care in Kenya has undergone significant shifts in the post-Coronavirus (COVID-19) period, reflecting increased awareness of sanitation and cleanliness to safeguard health and prevent the spread of diseases. The demand for home care products has…

Bleach in Kenya continued to be impacted by the issue of affordability in a tough economic climate at the end of the review period. Bleach products can be quite expensive, making it a challenging purchase option for lower-income consumers in the…

While juice continued to expand in retail volume terms in 2023, growth was down substantially on 2022 and also lower than the CAGR for the entire review period. This was partly explained by increasing maturity, but mainly attributable to rising…

Liquid concentrates in Kenya saw off-trade volume growth slow significantly in 2023. Given that these products are primarily consumed at home, this was partly explained by the return to regular routines in the aftermath of COVID-19. Similarly, as the…

Cigarettes only managed sub-decimal growth in volume terms in Kenya in 2023, while value is better supported by price hikes. One key reason for the low volume performance is because the tobacco industry in Kenya faces significant challenges stemming…

Laundry care in Kenya has seen significant development. For example, LG Electronics tapped into the growing demand for laundry services in Mombasa by opening its first commercial laundry shop. This move is a response to the rising demand for…

While soft drinks in Kenya continued to develop positively in total volume sales terms in 2023, growth was weaker than in 2022. This was partly attributable to increasing maturity, but mainly due to the spike in inflation fuelled by the global…

Kenya’s colour cosmetics markets saw a continued shift towards online shopping in 2023, as the e-commerce channel expanded. The trend has been advancing during the review period, significantly accelerated by the global pandemic. Though growth for the…

While overall consumer awareness of skin diseases and infections is increasing in Kenya, there remain areas where stigma persists, creating a reluctance among consumers to seek help. For instance, vaginal antifungals are linked to the stigma of…

The tobacco industry in Kenya in 2023 continued to face significant challenges from illicit trade and regulatory uncertainties. This is impacting major players such as Mastermind Tobacco (K) Ltd and British American Tobacco Kenya Ltd, leading to…

Skin care saw Garnier introduce its green beauty concept in Kenya in 2023, addressing the rising demand for naturally sourced products. Garnier’s global president emphasised the brand's commitment to green science and sustainability during the launch…