Surface Care in Kenya

2020 IMPACT

Increasing attention to hygiene during pandemic results in strong performance for surface care

The emergence of the pandemic in Kenya resulted in a further upturn in demand for surface care in 2020, as local consumers paid greater attention to hygiene and engaged in more stringent cleaning of their homes in an attempt to reduce germs and bacteria. Prior to the pandemic, growing demand from amongst affluent, urban consumers had been noted for more specific surface care or products that were friendlier both to the environment and health of the user due to the use of fewer harmful chemicals whilst remaining effective, driving sales of bathroom, kitchen or floor cleaners.

Greater shift towards e-commerce due to convenience and perceived safety of home delivery during the pandemic

While e-commerce was present as a distribution channel for Kenyan surface care before the emergence of the pandemic, it held relatively low value share overall, with supermarkets dominating sales. However, a greater shift towards e-commerce was noted in 2020, following the government’s restrictions and guidelines to curb the virus.

Partnerships to ensure brands maintain share

Surface care remained a fairly consolidated competitive landscape in 2020, with The London Oil Refining Co Ltd (Astonish) and SC Johnson & Sons Kenya Ltd (Mr Muscle) dominating value share, benefiting from wide distribution networks and strong consumer recognition.

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