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Home Care in Kenya

Home Care in Kenya

Home care current value sales continued to increase strongly in 2018, with growth being fuelled by the positive performance of the Kenyan economy and solid GDP growth. Home care sales are also rising as a result of increasing urbanisation and modernisation, as well as improving disposable incomes. The expansion of modern retail channels and proliferation of retail outlets in urban residential areas also continues to boost volume sales within home care.

Euromonitor International's Home Care in Kenya market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


HOME CARE IN KENYA
Euromonitor International
March 2019
LIST OF CONTENTS AND TABLES
Executive Summary
Home Care Sales Continue Rising
Strong Advertising Boosts Sales in 2018
Multinational Brands Continue To Lead Sales
Modern Retailers Continue To Lead Distribution
Further Growth Expected Over Forecast Period
Market Indicators
Table 1 Households 2013-2018
Market Data
Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Distribution of Home Care by Format: % Value 2013-2018
Table 7 Distribution of Home Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Home Care by Category: Value 2018-2023
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2018-2023
Sources
Summary 1 Research Sources
Headlines
Prospects
Demand From Corporate Organisations and Institutions Supports Growth
Gel Air Fresheners Expected To Lead Growth
Retail Modernisation and Urbanisation Expected To Support Growth
Competitive Landscape
International Brands Dominate Air Care
Local Brands Increase Sales Share Through Marketing and Innovation
Product Pricing and Packaging Differentiates Premium and Mass Brands
Category Data
Table 10 Sales of Air Care by Category: Value 2013-2018
Table 11 Sales of Air Care by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Air Care: % Value 2014-2018
Table 13 LBN Brand Shares of Air Care: % Value 2015-2018
Table 14 Forecast Sales of Air Care by Category: Value 2018-2023
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2018-2023
Headlines
Prospects
Multi-purpose Use of Bleach Continues To Boost Sales
Brand Owners Expected To Diversify Their Product Ranges Amid Rising Competition
Modernisation and Expansion of Retail Channels Supports Growth
Competitive Landscape
International Brands Continue To Lead Sales
Economy Packs Key To Attracting Lower-income Consumers
Increasing Urbanisation and Changing Lifestyle Trends To Boost Sales
Category Data
Table 16 Sales of Bleach: Value 2013-2018
Table 17 Sales of Bleach: % Value Growth 2013-2018
Table 18 NBO Company Shares of Bleach: % Value 2014-2018
Table 19 LBN Brand Shares of Bleach: % Value 2015-2018
Table 20 Forecast Sales of Bleach: Value 2018-2023
Table 21 Forecast Sales of Bleach: % Value Growth 2018-2023
Headlines
Prospects
Modernisation and Urbanisation Trends Boost Sales
Hand Dishwashing Sales Expected To Continue Growing
Local Manufacturers Continue To Diversify Their Offer
Competitive Landscape
Local Brands Lead Dishwashing As Competition Heightens
Value Packaging and Give-aways Entice Consumers
Category Indicators
Table 22 Household Possession of Dishwashers 2013-2018
Category Data
Table 23 Sales of Dishwashing by Category: Value 2013-2018
Table 24 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 25 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 26 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 27 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023
Headlines
Prospects
Rising Consumer Health Awareness Fuels Sales
Product Availability, Affordability and Ease of Use Key To Success
Electric Insecticides Expected To Lead Growth
Competitive Landscape
International Brands Continue To Lead Sales
Price Positioning Key To Targeting Different Consumer Groups
Modern Retailers Continue To Dominate Distribution
Category Data
Table 29 Sales of Home Insecticides by Category: Value 2013-2018
Table 30 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 32 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 33 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023
Headlines
Prospects
Increased Marketing and Washing Machine Penetration To Spur Growth
Laundry Detergents Set To Lead Growth
Product Innovation and Expanding Ranges To Boost Growth
Competitive Landscape
International Brands Continue To Dominate
Domestic Companies Closing Gap Via Innovation and Marketing
Local Players Record Strongest Sales Share Growth
Category Indicators
Table 35 Household Possession of Washing Machines 2013-2018
Category Data
Table 36 Sales of Laundry Care by Category: Value 2013-2018
Table 37 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 38 Sales of Laundry Aids by Category: Value 2013-2018
Table 39 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 40 Sales of Laundry Detergents by Category: Value 2013-2018
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 42 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 43 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 44 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 45 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 46 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 48 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023
Headlines
Prospects
Rising Home Ownership To Boost Sales
Changing Lifestyle Trends Support Polish Sales
More Competition To Encourage New Product Trials
Competitive Landscape
International Brands Continue To Dominate Sales
Pricing and Distribution Hey To Positioning
Low Product Variety Limits Growth Within Polishes
Category Data
Table 50 Sales of Polishes by Category: Value 2013-2018
Table 51 Sales of Polishes by Category: % Value Growth 2013-2018
Table 52 NBO Company Shares of Polishes: % Value 2014-2018
Table 53 LBN Brand Shares of Polishes: % Value 2015-2018
Table 54 Forecast Sales of Polishes by Category: Value 2018-2023
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2018-2023
Headlines
Prospects
Rising Modernisation and Urbanisation Set To Increase Sales
Changing Consumer Preferences Result in Improved Formulations
Demand for Specialised Cleaning Products To Spur Growth
Competitive Landscape
International Brands Maintain Leading Position
Consumers Willing To Pay More for Premium Products
Expansion of Modern Retailers Set To Boost Penetration
Category Data
Table 56 Sales of Surface Care by Category: Value 2013-2018
Table 57 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 58 NBO Company Shares of Surface Care: % Value 2014-2018
Table 59 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 60 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 61 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023
Headlines
Prospects
Heightened Marketing Fuelling Growth
Toilet Liquids and Foams To Record Strongest Growth
Rising Hygiene Awareness Contributes To A Shift in Product Usage
Competitive Landscape
International Brands Continue To Dominate
Local Players Expand Footprint Through Aggressive Marketing
Smaller Pack Sizes To Appeal To Lower and Middle-income Groups
Category Data
Table 62 Sales of Toilet Care by Category: Value 2013-2018
Table 63 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 65 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 66 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 67 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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