Tissue and Hygiene in Kenya

April 2022
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Overview:

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:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

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.

The Tissue and Hygiene in Kenya report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Tissue and Hygiene in Kenya?
  • Which are the leading brands in Tissue and Hygiene in Kenya?
  • How are products distributed in Tissue and Hygiene in Kenya?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Tissue and Hygiene in Kenya

EXECUTIVE SUMMARY

Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2016-2021 Table 2 Infant Population 2016-2021 Table 3 Female Population by Age 2016-2021 Table 4 Total Population by Age 2016-2021 Table 5 Households 2016-2021 Table 6 Forecast Infant Population 2021-2026 Table 7 Forecast Female Population by Age 2021-2026 Table 8 Forecast Total Population by Age 2021-2026 Table 9 Forecast Households 2021-2026

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021 Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021 Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021 Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021 Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021 Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026 Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Kenya

KEY DATA FINDINGS

2021 DEVELOPMENTS

Organic and health trends run parallel in sanitary protection
Public health campaigns strengthen use, but period poverty on the rise post-pandemic
Affordability becoming more important as pandemic economics bite

PROSPECTS AND OPPORTUNITIES

Reusable protection meets economic and environmental demands
Positive growth led by new consumer habits
Innovation meets the growing demand for quality, pushing category growth over the forecast period

CATEGORY DATA

Table 18 Retail Sales of Sanitary Protection by Category: Value 2016-2021 Table 19 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021 Table 20 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021 Table 21 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021 Table 22 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026 Table 23 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026

Nappies/Diapers/Pants in Kenya

KEY DATA FINDINGS

2021 DEVELOPMENTS

COVID-19 sees marked change in consumption habits and fuels baby boom.
The demand of premium products continues to be driven by the middle class.
Marketing innovation keeps producers competitive

PROSPECTS AND OPPORTUNITIES

Increased volume sales expected post Covid-19
Population Growth set to drive category growth.
Demand for natural, hygienic nappies on the rise.

CATEGORY DATA

Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021 Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021 Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021 Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021 Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026 Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026

Retail Adult Incontinence in Kenya

KEY DATA FINDINGS

2021 DEVELOPMENTS

Lifestyle diseases and the aging population fuel demand.
Stigma of incontinence still in place
Adult incontinence limited to urban middle class.

PROSPECTS AND OPPORTUNITIES

Potential for adult incontinence, with local production to help affordability, availability
Orange Pharm dominant while mass adoption remains at a distance
E-commerce may be perfect medium to build sales over the forecast period

CATEGORY DATA

Table 30 Sales of Retail Adult Incontinence by Category: Value 2016-2021 Table 31 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021 Table 32 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021 Table 33 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021 Table 34 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026 Table 35 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026

Wipes in Kenya

KEY DATA FINDINGS

2021 DEVELOPMENTS

Increased demand for antibacterial wipes.
Wealthier wipes consumers respond to innovation
Category development obstructed by economic impact of pandemic

PROSPECTS AND OPPORTUNITIES

Scope to widen consumer base
E-commerce can widen distribution footprint of wipes
Health-conscious, green demand can push innovation and pricing.

CATEGORY DATA

Table 36 Retail Sales of Wipes by Category: Value 2016-2021 Table 37 Retail Sales of Wipes by Category: % Value Growth 2016-2021 Table 38 NBO Company Shares of Retail Wipes: % Value 2017-2021 Table 39 LBN Brand Shares of Retail Wipes: % Value 2018-2021 Table 40 Forecast Retail Sales of Wipes by Category: Value 2021-2026 Table 41 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026

Retail Tissue in Kenya

KEY DATA FINDINGS

2021 DEVELOPMENTS

Growth slows, but retail tissue still a strong performer
Sustainable trends helped by skilful positioning of leading player
KEBS recall means leading players concentrate share

PROSPECTS AND OPPORTUNITIES

E-commerce on the rise for retail tissue
Social media a tool to strengthen consumer ties
On-the-go tissue will benefit from return of travel, health concerns.

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2016-2021 Table 43 Retail Sales of Tissue by Category: % Value Growth 2016-2021 Table 44 NBO Company Shares of Retail Tissue: % Value 2017-2021 Table 45 LBN Brand Shares of Retail Tissue: % Value 2018-2021 Table 46 Forecast Retail Sales of Tissue by Category: Value 2021-2026 Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026

Away-From-Home Tissue and Hygiene in Kenya

KEY DATA FINDINGS

2021 DEVELOPMENTS

Return to growth in wake of eased restrictions.
Hospitals and health centres see AFH demand return as fear subsides
Toilet paper dominant, benefits most from reopened economy

PROSPECTS AND OPPORTUNITIES

More competition and new entrants as AFH warms up post-pandemic.
Urban/rural demand for AFH remains polarised
Consumer expectations strengthen as middle class emerges

CATEGORY DATA

Table 48 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021 Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 50 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021 Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021 Table 52 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2021-2026 Table 53 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
          • AFH Wipers through Business/Industry
          • AFH Wipers through Horeca
          • AFH Wipers through Hospitals/Healthcare
          • AFH Wipers through Public
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • AFH Adult Incontinence
          • Retail Light Adult Incontinence
          • Retail Moderate/Heavy Adult Incontinence
        • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

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.

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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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