A positive performance is expected in laundry care over the forecast period, with Kenya’s ongoing economic development and the expansion of the affluent urban middle-class expected to underpin rising consumption of laundry detergents and other categories of laundry care. With the household position rate of washing machines in Kenya expected to remain far lower than in many other countries, bar detergents and powder detergents that are designed to be used during handwashing are expected to remain the most popular products, while less affluent consumers are expected to continue using these types of products for a wider range of household cleaning tasks.
It is unlikely that the general preference for washing laundry by hand that prevails among the population of Kenya will undergo any major transformation before the end of the forecast period. Despite projected growth in the household penetration of washing machines, it is almost certain that the majority of Kenyans will continue to rely on hand washing to launder the majority of their clothing and home textiles.
As mentioned above, the forecast period is expected to see rising sales for multifunctional laundry care products with a broad positioning that can be used for numerous different home care tasks. The main reason that consumers use laundry detergents for various personal care and home care applications is that this represents better value for money than buying a wide variety of different products for different uses.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.
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