Wipes in Kenya

PRE-COVID-19 PERFORMANCE

The trend for hypo-allergenic, alcohol-free wipes increases in 2019, driving growth in both baby wipes and beauty wipes

Parents were increasingly demanding that manufacturers of baby wipes made products more friendly in 2019. Most wipes contain alcohol content as opposed to pure water, which is perceived to be damaging to a baby’s sensitive skin.

International players lead the landscape, as 2019 innovations focus on minimising waste, convenient seals and various pack sizes

International players continued to dominate in 2019, due to their diverse product offerings and long-standing presence. These players also have high marketing spend and can afford to discount their products without affecting their portfolios.

The share of e-commerce for wipes increases in 2019, as consumers appreciate the convenience of home deliveries

In 2019, wipes were being increasingly purchased through e-commerce, due to the rising mobile pentation in the country, partnered with the availability of secure payment systems – encouraging online buying. E-commerce retailers such as Jumia, Kilimall, Yaoota, as well as modern retailing outlets such as Tuskys, Naivas and Chandarana Foodplus, either deliver directly to consumers or have appointed agents to fulfil the orders, making these a convenient, comfortable option for customers.

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

The impact of the COVID-19 outbreak in Kenya will see growth aligned to the pre-COVID 19 forecast; however, growth will be less than that of 2019, before returning back to higher levels in 2021.

Recovery and opportunities

During the forecast period in Kenya, demand for wipes is predicted to remain steady. Having taken a dip in growth in 2020, growth is set to increase again in 2021.

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