Unlike retail hygiene categories, which saw little impact from COVID-19, retail tissue turned to much stronger growth in both retail volume and current value terms in 2020. Following the announcement of the first case of COVID-19 in the country, consumers flooded their favourite retail stores to stock up on essential items should there be a lockdown and/or as a means to avoid unnecessary trips outside of the home, which may put them at higher risk of contracting the virus.
In 2020, brands formed partnerships to ensure they maintained their market shares by remaining top-of-mind amongst consumers. An example of such a partnership was between Kim-Fay East Africa and Sendy, a local courier service, which ensured products reached customers safely, thus they could avoid having to go out to shop for these products.
The introduction of recycled toilet paper has created good growth opportunities for retail tissue, with this category seeing by far the most dynamic growth within retail tissue in 2020, although from a low base. Growing awareness regarding personal hygiene is also boosting demand, as well as the constant rise in the population.
After a year of exceptional retail volume and current value growth in 2020, rates of increase are expected to return to below normal levels in 2021, followed by a recovery to similar growth rates to those seen pre-pandemic from 2022 onwards. Stockpiling was seen in 2020 at the beginning of the pandemic, and this is unlikely to be repeated in 2021.
Disposable incomes have been on the decline due to the negative economic impact of COVID-19, which has forced consumers to forego certain items on their shopping lists to buy essentials. Therefore, brands have been hard-hit by changing consumer habits, as they have been forced to reach more consumers through promotions such as buy-one-get-one-free and online advertisements in order to increase their market reach and size.
Brands from Chandaria Industries remain amongst the most popular within retail tissue, and are set to witness continued success moving forward. This player has the widest range of products in its tissue and hygiene portfolio, some which, such as Velvex, have achieved Superbrands status, offering significant emotional and/or physical advantages over their competitors, for which consumers are willing to pay a premium.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Retail Tissue research and analysis database.
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