Surface Care in Kenya

PROSPECTS

Improved living standards drive sales and increase interest in specialised products

There is strong growth of more sophisticated housing in Kenya, fuelled by competition between landlords as they try to offer the best and most modern living conditions for their tenants. Features such as modern kitchens and bathrooms with sleek new flooring is fuelling demand for specific types of cleaning products.

Consumers shift to environmentally-friendly and sophisticated products

As surface types evolve, there has been a shift towards home care products with specific cleaning abilities. Surfaces such as stainless steel, mirrored, glass, ceramic and wood create demand for a wider array of home care products.

Online shopping boosts sales

There is a rise in the popularity of shopping online because it offers consumers a convenient and safe way of purchasing their surface care products. With delivery services such as the courier company Glovo, consumers can easily shop for their favourite products from the comfort of their home.

COMPETITIVE LANDSCAPE

With strong brand awareness, international companies continue to lead

Despite the growing number of local companies producing surface care products, international brands continue to lead sales due to strong brand awareness among consumers. In addition, international brands are perceived as offering superior quality by local consumers, and brands such as Pledge are more popular since they offer a variety of surface care products to choose from, a gap that the local producers are yet to fill.

Innovation and growth of modern retail boost growth

The improved living standards of Kenyans are encouraging them to become more aware of their surroundings in terms of health and cleanliness. To tap into this growing awareness, a local producer of home care products, Grounded, has developed economical non-toxic home cleaning options, using Kenyan ingredients.

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