Wipes have seen solid growth in 2021, albeit from an extremely low base. Demand has been helped by the rise in health awareness brought about by the pandemic.
Wipes are extremely underdeveloped in Kenya, with close to all sales generated by baby wipes. There are no visible sales of household products; in addition, the consumer base is limited to urban middle- and upper-income consumer bases with higher disposable incomes, who are willing to try new products.
Although the wealthier Kenyan households that are the backbone of wipes have not had to change shopping habits, the economic impact of the pandemic on most other consumer cohorts has been extreme. This has meant that less wealthy consumers that were beginning to adopt wipes as part of baby care have been forced to stop, as they have been forced to only purchase essential items.
The impact of COVID-19 on wipes has been minimal -consumers of these products are less price sensitive, and the limited availability of wipes means that mass trends have not affected it. As a result.
Prior to the pandemic, consumers had begun to increase their use of e-commerce, as shopping online was increasingly considered to be secure. COVID-19 has accelerated this, helped by the lockdown and other restrictions that made e-commerce an essential service for many consumers across urban and rural areas.
Baby wipes producers can strengthen price positions with innovation. The pandemic has lifted health awareness in general and young Kenyan mothers are increasingly aware of the potential health impact of chemicals on their babies.
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Understand the latest market trends and future growth opportunities for the Wipes 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.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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