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Country Report

Wipes in

Wipes in Kenya

16 pages, Mar 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Demand for wipes is supported by the beauty industry

There has been a surge in the number of beauty bars in modern retailing stores, offering customers trial sessions. This is due to the expansion of international brands such as Clinique, Lancôme and Mac, as well as local brands such as Suzie Beauty, which are trying to capture middle-class consumers who spend a large portion of their time shopping in shopping centres.

Millennials prefer to carry wipes than hand sanitisers

Despite the fact that millennials are not willing to pay a premium price for pocket wet wipes, the trend for carrying wipes is gaining traction as this group is always on the go and realises the need for hygiene. Therefore, small packs of wipes, which are easy to carry around, are popular and are being preferred to hand sanitiser for example.

Baby wipes undergoes more innovation

Due to the fact that babies have mild skin, Huggies and Pampers ensure that the wipes manufactured under their names are produced using safe and healthy resources and that the products undergo strict quality checks. Furthermore, mothers are aware of the health impact of chemicals on their babies, and therefore require full disclosure from manufacturers as to what their products contain.

COMPETITIVE LANDSCAPE

Consumers are still preferring well-established international brands

Consumers prefer brands such as Pampers due to their extensive marketing, which has generated strong consumer-awareness. Furthermore, Pampers for example, is perceived as able to leverage its scale and expertise, research and development capabilities, and strong brand equity to provide high-quality and innovative personal-care products.

Manufacturers compete to capture middle-class consumers

Rising income levels creating higher disposable incomes have led to urbanised, well-connected and middle-class consumers being more willing to try out new products, which has been aided by their changing patterns of consumption and attitudes towards new products, as compared with other income groups. This in turn has led to increased competition among manufacturers, as they try come up with innovative products, but still set affordable prices, in order to cater to this consumer base.

There is a migration from non-woven wipes

There has been environmental debate that wipes are not biodegradable and therefore harm the environment. With brands appealing to millennial consumers who are well connected and demanding products with sustainability, manufacturers are looking into using cotton wool as a cheaper and safer cleaning method for many households.

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Samples

Wipes Market Sample Report Wipes Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Kenya market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Wipes in Kenya?
What are the major brands in Kenya?
What is the biggest category within household care wipes?
What are the key new product launches in the wipes market?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

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

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Wipes in Kenya - Category analysis

HEADLINES

PROSPECTS

Demand for wipes is supported by the beauty industry

Millennials prefer to carry wipes than hand sanitisers

Baby wipes undergoes more innovation

COMPETITIVE LANDSCAPE

Consumers are still preferring well-established international brands

Manufacturers compete to capture middle-class consumers

There is a migration from non-woven wipes

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2012-2017
Table 2 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 5 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Tissue and Hygiene in Kenya - Industry Overview

EXECUTIVE SUMMARY

Kenya undergoes massive infrastructure developments

There is a focus on sustainable production and recycling

Competition drives sales

Supermarkets leads sales

A positive forecast period performance is anticipated

MARKET INDICATORS

Table 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 22 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Wipes in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Demand for wipes is supported by the beauty industry

Millennials prefer to carry wipes than hand sanitisers

Baby wipes undergoes more innovation

COMPETITIVE LANDSCAPE

Consumers are still preferring well-established international brands

Manufacturers compete to capture middle-class consumers

There is a migration from non-woven wipes

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Wipes in Kenya - Category analysis

HEADLINES

PROSPECTS

Demand for wipes is supported by the beauty industry

Millennials prefer to carry wipes than hand sanitisers

Baby wipes undergoes more innovation

COMPETITIVE LANDSCAPE

Consumers are still preferring well-established international brands

Manufacturers compete to capture middle-class consumers

There is a migration from non-woven wipes

CATEGORY DATA

Tissue and Hygiene in Kenya - Industry Overview

EXECUTIVE SUMMARY

Kenya undergoes massive infrastructure developments

There is a focus on sustainable production and recycling

Competition drives sales

Supermarkets leads sales

A positive forecast period performance is anticipated

MARKET INDICATORS

MARKET DATA

SOURCES

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