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