Wipes in Kenya

PROSPECTS

Parental demands require improvements to result in baby-friendly wipes

Parents are increasingly expecting manufacturers of baby wipes to make the products more user friendly. Most wipes contain alcohol content as opposed to pure water, which is perceived to be damaging to a baby’s sensitive skin.

Baby products being used as beauty products

With the increase in pop-up make-up stores in malls, more vendors are using baby wipes in order to clean their clients’ faces before testing the products. For home use, many consumers prefer fragrant baby wipes that are usually used at the end of day to cleanse the skin as well as during the day to clean sweat on the go.

Manufacturers focusing on value packs for baby wipes

Online stores and local manufacturers of diapers have ventured into wipes as a complementary product. Sometimes they even package the two together and offer them as a value pack.

COMPETITIVE LANDSCAPE

Consumers begin to prefer local brands, driven by cost savings

Parents seeking baby wipes are increasingly preferring local brands that offer cost savings. An example of this is Marvel baby wipes, which are alcohol free and have value-added qualities, such as aloe vera, which is perceived to be suitable for a baby’s sensitive skin.

Budget wipes gain popularity

Local brands such as Hanan and Confy entered this space in the review period with their wet wipes, which retail at significantly lower costs. These wipes are multiuse in that they can be used by adults and babies alike.

International brands continue to target middle-class consumers

International brand continue to dominate due to their diverse product offering and long-standing presence. These brands also have high marketing spend and can afford to heavily discount their products without affecting their portfolios.

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