Executive Summary

Mar 2019
PROSPECTS
Increased marketing and washing machine penetration to spur growth

Increased awareness and penetration of products amid the proliferation of modern trade outlets, rising urbanisation and the shift towards modern lifestyle trends as a result of increased disposable incomes are the key factors that are expected to boost growth in laundry care over the coming years. On the other hand, rising penetration of modern washing machines among Kenyans is also set to fuel growth within laundry care.

Laundry detergents set to lead growth

Laundry detergents is expected to remain the most dynamic area in laundry care over the forecast period. Population growth, increased advertising, a growing focus on personal grooming and rising disposable incomes are all set to promote value and volume growth in these areas over the forecast period.

Product innovation and expanding ranges to boost growth

Product extension and innovation is set to increase product variety as companies look to cater to different consumer tastes and preferences. Manufacturers are looking to position their products as being suitable for multi-purpose use, including bathing, washing and cleaning, with the aim of improving value share.

COMPETITIVE LANDSCAPE
International brands continue to dominate

International brands continue to dominate laundry care in Kenya. Most international brands such as Unilever enjoy strong brand heritage and operate via well-elaborated distribution channels, thus enhancing product visibility and availability in both modern and traditional outlets across the country.

Domestic companies closing gap via innovation and marketing

In order to increase their competitive edge, local players have been developing multiple brands with relatively lower prices to enhance general product affordability. Heightened marketing campaigns and advertisement through in-store single-drop shelf displays and outdoor media also continue to boost product awareness and visibility among potential consumers.

Local players record strongest sales share growth

Bidco Africa saw the strongest growth in total value sales during the review period. This growth was a result of heightened marketing, as well as in-store and out-door advertising, which enhanced product awareness and appeal to consumers.

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Laundry Care in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Laundry Care industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care in Kenya market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Laundry Care in Kenya?
  • What are the major brands in Kenya?
  • What is the performance of concentrated liquid detergents?
  • What are the main new products developments in the laundry aids area?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Laundry Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Increased marketing and washing machine penetration to spur growth
Laundry detergents set to lead growth
Product innovation and expanding ranges to boost growth

COMPETITIVE LANDSCAPE

International brands continue to dominate
Domestic companies closing gap via innovation and marketing
Local players record strongest sales share growth

CATEGORY INDICATORS

Table 1 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 2 Sales of Laundry Care by Category: Value 2013-2018
Table 3 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 4 Sales of Laundry Aids by Category: Value 2013-2018
Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 6 Sales of Laundry Detergents by Category: Value 2013-2018
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 8 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 9 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 10 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 11 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 12 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 14 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Home Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Home care sales continue rising
Strong advertising boosts sales in 2018
Multinational brands continue to lead sales
Modern retailers continue to lead distribution
Further growth expected over forecast period

MARKET INDICATORS

Table 16 Households 2013-2018

MARKET DATA

Table 17 Sales of Home Care by Category: Value 2013-2018
Table 18 Sales of Home Care by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Care: % Value 2014-2018
Table 20 LBN Brand Shares of Home Care: % Value 2015-2018
Table 21 Distribution of Home Care by Format: % Value 2013-2018
Table 22 Distribution of Home Care by Format and Category: % Value 2018
Table 23 Forecast Sales of Home Care by Category: Value 2018-2023
Table 24 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources