Home Care in Kenya

Home Care in Kenya

Home care in Kenya recorded further double-digit current value growth in 2019, with a shift to higher-value home care products due to rising urbanisation, disposable incomes and hygiene awareness. The expansion of modern retail continues to boost sales within home care, as does the rising popularity of internet retailing. International companies maintained their lead in 2019 due to their well-known, established brands and innovative product development. Home care sales are expected to continue r...

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 2024 illustrate how the market is set to change.

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
February 2020
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
Dynamic growth continues, with a shift towards higher-value home care products
Urbanisation, rising incomes and more demanding lifestyles fuel demand
Established brands and innovation ensure multinationals maintain their lead
Modern retailers lead distribution with their wide product range and affordable prices
Further strong growth anticipated, although challenges remain
MARKET INDICATORS
Table 1 Households 2014-2019
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Distribution of Home Care by Format: % Value 2014-2019
Table 7 Distribution of Home Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Home Care by Category: Value 2019-2024
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Rising incomes and car ownership drive sales in 2019
Product innovation to meet consumer demand
Product pricing and packaging differentiates premium and mass brands
COMPETITIVE LANDSCAPE
Reckitt Benckiser leads due to strong brand heritage and long-term presence
SC Johnson partners with Uber and injects KES30 million into its flagship air care brand, Glade
Local Tropikal Brands grows its share through marketing and innovation
CATEGORY DATA
Table 10 Sales of Air Care by Category: Value 2014-2019
Table 11 Sales of Air Care by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Air Care: % Value 2015-2019
Table 13 LBN Brand Shares of Air Care: % Value 2016-2019
Table 14 Forecast Sales of Air Care by Category: Value 2019-2024
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Disposable income influences the quality and quantity of bleach products purchased
Demand for Jik and Topex bleach expected to grow
Product variety and low price points ensure supermarkets lead distribution
COMPETITIVE LANDSCAPE
International brands, with strong brand loyalty, continue to lead
Economy packs key to attracting lower-income consumers
Vivek Investments launches new Ezee bleach to challenge international brands
CATEGORY DATA
Table 16 Sales of Bleach: Value 2014-2019
Table 17 Sales of Bleach: % Value Growth 2014-2019
Table 18 NBO Company Shares of Bleach: % Value 2015-2019
Table 19 LBN Brand Shares of Bleach: % Value 2016-2019
Table 20 Forecast Sales of Bleach: Value 2019-2024
Table 21 Forecast Sales of Bleach: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Further strong growth in 2019, with in-store promotions a key manufacturer strategy
Liquid detergents threatens to edge out bar soaps
Hand dishwashing to benefit from rising urbanisation and income levels
COMPETITIVE LANDSCAPE
Manufacturers focus on pricing to attract more consumers
Local company leads, whilst cheap, substandard products challenge
The global stalwart, Colgate-Palmolive, ranks second with its Axion brand.
CATEGORY INDICATORS
Table 22 Household Possession of Dishwashers 2014-2019
CATEGORY DATA
Table 23 Sales of Dishwashing by Category: Value 2014-2019
Table 24 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 26 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 27 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Rise in infectious diseases and increased consumer health awareness drive sales
Counterfeit insecticides infiltrate the market
Demand for insecticide coils may decline as consumers switch to more advanced products
COMPETITIVE LANDSCAPE
Reckitt Benckiser’s strong presence ensures its lead in 2019
Manufacturers innovate to meet consumer demands
Malaria vaccine expected to negatively affect insecticides manufacturers
CATEGORY DATA
Table 29 Sales of Home Insecticides by Category: Value 2014-2019
Table 30 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 31 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 32 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 33 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Increased washing machine penetration and growth of online shopping drive growth
Product innovation and innovation by farmers boost sales
Women turn to soap-making to earn extra money
COMPETITIVE LANDSCAPE
International companies continue to lead with their strong brands and innovation
Brand acquisition to expand market reach
Local Bidco Africa records strong growth due to increased marketing and social media presence
CATEGORY INDICATORS
Table 35 Household Possession of Washing Machines 2014-2019
CATEGORY DATA
Table 36 Sales of Laundry Care by Category: Value 2014-2019
Table 37 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 38 Sales of Laundry Aids by Category: Value 2014-2019
Table 39 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 40 Sales of Laundry Detergents by Category: Value 2014-2019
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 42 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 43 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 44 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 45 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 46 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 48 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Real estate development drives category growth
Shoe polish benefits from increasing demand for footwear
Investment in marketing to boost brand awareness
COMPETITIVE LANDSCAPE
SC Johnson maintains its lead thanks to its strong brand heritage, availability and affordability
Kangaroo shoe polish gains share and is set to challenge SC Johnson’s lead
Manufacturers eye Rwanda for the export of polishes
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2014-2019
Table 51 Sales of Polishes by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Polishes: % Value 2015-2019
Table 53 LBN Brand Shares of Polishes: % Value 2016-2019
Table 54 Forecast Sales of Polishes by Category: Value 2019-2024
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Improved living standards drive sales and increase interest in specialised products
Consumers shift to environmentally-friendly and sophisticated products
Online shopping boosts sales
COMPETITIVE LANDSCAPE
With strong brand awareness, international companies continue to lead
Innovation and growth of modern retail boost growth
CATEGORY DATA
Table 56 Sales of Surface Care by Category: Value 2014-2019
Table 57 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of Surface Care: % Value 2015-2019
Table 59 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 60 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 61 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Heightened marketing fuelling growth
Improved living standards and conditions drive sales, as does growth in online shopping
COMPETITIVE LANDSCAPE
Reckitt Benckiser maintains its lead thanks to its strong brand image and awareness
Kapa Oil Refineries introduces Atilla toilet cleaner
Vigorous marketing set to increase awareness
CATEGORY DATA
Table 62 Sales of Toilet Care by Category: Value 2014-2019
Table 63 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 64 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 65 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 66 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 67 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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