Tissue and hygiene witnessed strong value growth in 2022 driven by a sharp increase in product prices, as input costs and inflation rose. With household budgets under pressure from the rising cost of living, the category has been affected by cheap imports as business owners looked for more affordable alternatives to meet consumer’s needs.
In 2022, manufacturers explored different ways to soften the blow of price rises as consumers struggled with rising costs of living. Different initiatives were launched as a way of promoting sales and delivering a more affordable option to consumers.
Manufacturers engaged in intensive marketing over the review period, using all channels but focusing on in-store marketing and television campaigns to educate and drive brand awareness. An increase in the number of players in the tissue and hygiene category has led to wider brand and product choice for Kenyans, with a bigger focus on product innovation accommodating the needs of price sensitive consumers.
Tissue and hygiene players predominantly use modern retailing outlets to distribute their products in Kenya. The modern channel continues to grow as supermarkets in Kenya expand their operations and the construction of shopping malls is rolled out in rural towns.
As competition between players in the industry intensifies, companies in tissue and hygiene will focus on improving the quality and efficacy of products to drive sales and increase share. With economic prospects anticipated to improve as inflation drops over the forecast period, and with the support of a new government, consumers’ disposable incomes should increase leading to healthy value and volume growth.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Tissue and Hygiene 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.
Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.See All of Our Definitions
This report originates from Passport, our Tissue and Hygiene research and analysis database.
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