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Country Report

Surface Care in

Surface Care in Kenya

12 pages, Mar 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Consumer preferences require manufacturers to improve formulations

Consumers’ tastes and preferences are becoming more sophisticated and, therefore, consumers are demanding 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 products in convenient packaging, such as trigger sprays, were increasingly in demand at the end of the review period.

Increased product variety

Manufacturers are investing more in marketing activities through social media and widening their distribution networks for their products, especially in modern retailers. Rising disposable incomes among middle-class consumers have also boosted sales of more sophisticated products that offer convenience and handy packaging.

Specialised cleaning products

With more sophisticated housing featuring modern kitchens and bathrooms with sleek new flooring, demand has grown for specific types of cleaning products to maintain the overall look. New entrants are being observed in oven and cookware cleaning paste, for example from Astonish.

COMPETITIVE LANDSCAPE

International brands maintain their lead

International brands led surface care in 2017, due to stronger brand awareness and brand preference among consumers. International brands are viewed by consumers as having superior quality.

Consumers willing to pay more for premium products

Middle- to high-income customers are willing to pay a premium for specialised surface care, as a widening range continues 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.

Leading players gain in distribution channels

As the leading players have vast distribution across modern retail outlets, they manage to provide consumers with good access to their brands. Local manufacturers, which are usually located in major cities, are only able to be widespread in these areas, but face a challenge when it comes to countrywide distribution.

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Surface Care Market Sample Report Surface Care Market Sample Data

Overview

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.

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Surface 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 Surface Care industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface 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 Surface Care in Kenya?
What are the major brands in Kenya?
What are the fastest growth categories within surface care?
What are the key new product launches in the polishes market?

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.

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Surface Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Consumer preferences require manufacturers to improve formulations

Increased product variety

Specialised cleaning products

COMPETITIVE LANDSCAPE

International brands maintain their lead

Consumers willing to pay more for premium products

Leading players gain in distribution channels

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2012-2017
Table 2 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Surface Care: % Value 2013-2017
Table 4 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 5 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 6 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Home Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Growth in home care revenues slows in 2017

Consumers demand a value proposition

Multinationals bring innovative cleaning methods to Kenya

Supermarkets remains the dominant distribution channel

Positive forecast performance

MARKET INDICATORS

Table 7 Households 2012-2017

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2012-2017
Table 9 Sales of Home Care by Category: % Value Growth 2012-2017
Table 10 NBO Company Shares of Home Care: % Value 2013-2017
Table 11 LBN Brand Shares of Home Care: % Value 2014-2017
Table 12 Distribution of Home Care by Format: % Value 2012-2017
Table 13 Distribution of Home Care by Format and Category: % Value 2017
Table 14 Forecast Sales of Home Care by Category: Value 2017-2022
Table 15 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Surface Care in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Consumer preferences require manufacturers to improve formulations

Increased product variety

Specialised cleaning products

COMPETITIVE LANDSCAPE

International brands maintain their lead

Consumers willing to pay more for premium products

Leading players gain in distribution channels

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Surface Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Consumer preferences require manufacturers to improve formulations

Increased product variety

Specialised cleaning products

COMPETITIVE LANDSCAPE

International brands maintain their lead

Consumers willing to pay more for premium products

Leading players gain in distribution channels

CATEGORY DATA

Home Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Growth in home care revenues slows in 2017

Consumers demand a value proposition

Multinationals bring innovative cleaning methods to Kenya

Supermarkets remains the dominant distribution channel

Positive forecast performance

MARKET INDICATORS

MARKET DATA

SOURCES

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