Surface Care in Kenya

PROSPECTS

Rising modernisation and urbanisation set to increase sales

Surface care volume sales are expected to continue rising over the forecast period as a result of increased urbanisation and changing lifestyle trends. Increased awareness and penetration of products amid the growing proliferation of modern trade outlets, increased urbanisation and changing lifestyle trends as a result of the rising number of middle income consumers will also boost growth within surface care over the coming years.

Changing consumer preferences result in improved formulations

Consumers’ tastes and preferences are becoming more sophisticated, with increasing demand being seen for products that offer a high level of effectiveness and/or some added benefits, such as surface protection, antibacterial properties or easy application. Cleaning products with disinfecting ingredients and convenient packaging, such as trigger sprays, were increasingly in demand at the end of the review period.

Demand for specialised cleaning products to spur growth

The rise in more sophisticated housing featuring modern kitchens and bathrooms with sleek new flooring is fuelling demand for specific types of cleaning products. Furthermore, there has been an increase in the number of specialised cleaning agents as middle and high income customers are increasingly willing to pay a premium for more specific surface care products (eg window, kitchen and oven cleaners).

COMPETITIVE LANDSCAPE

International brands maintain leading position

International brands continue to lead surface care due to stronger brand awareness. In addition, international brands are perceived as offering superior quality by local consumers, while local companies are yet to fully enter surface care.

Consumers willing to pay more for premium products

Middle-high income consumers are willing to pay a premium for specialised surface care as a widening range of such products continue to become available and economic confidence remains high. Many of these consumers have also moved into modern housing and are keen to invest in keeping surfaces looking good.

Expansion of modern retailers set to boost penetration

The growing number of modern retail outlets across the country and their ease of accessibility, along with the growing shopping centre culture among Kenyans, has boosted volume sales within surface care. The growing popularity of modern retail outlets is also set to boost consumer awareness of surface care products over the coming years.

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