Home Care in Kenya

Abstract
Positive growth was recorded in all categories of home care in 2022 as population growth, rising income levels, urbanisation and the recovery of Kenya’s economy from the impact of the COVID-19 pandemic all contributed to higher spending on a wide range of home care products. Further underpinning category growth was the shift towards working from home that has been seen among white-collar professionals and service industry personnel since the peak of the pandemic, a trend which has motivated peop...

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 2027 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.

Content
Home Care in Kenya
January 2023

List Of Contents And Tables

HOME CARE IN KENYA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Distribution of Home Care by Format: % Value 2017-2022
Table 7 Distribution of Home Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Home Care by Category: Value 2022-2027
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand continues to increase despite the steep unit price increases
A stable competitive landscape as consumers opt for trusted traditional products
Brands turn to social media to capture the attention of consumers
PROSPECTS AND OPPORTUNITIES
A positive performance slated for laundry care over the forecast period
Low household penetration of washing machines to remain a major influence on sales
Opportunities exist for multifunctional products that can be used for numerous tasks
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2017-2022
Table 12 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 13 Sales of Laundry Aids by Category: Value 2017-2022
Table 14 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 15 Sales of Laundry Detergents by Category: Value 2017-2022
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 17 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 18 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 19 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 20 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 21 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 23 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
A positive performance as the category’s essential status insulates it against inflation
Few changes in the competitive landscape as the four leading names see rising sales
Hand dishwashing remains the norm despite rising penetration of dishwashers
PROSPECTS AND OPPORTUNITIES
Further positive growth ahead due to changing lifestyles and consumption patterns
Hand dishwashing to continue dominating sales as dishwashers set to remain rare
Offering products that can be used for various home care tasks presents opportunities
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2017-2022
Table 27 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 28 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 29 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 30 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Further sales growth for surface care as consumers remain focused on hygiene
Stability in the competitive environment as Astonish and Mr Muscle continue to lead
Efficacy and quality more important factors as consumers become more sophisticated
PROSPECTS AND OPPORTUNITIES
Positive sales growth is expected as the consumer base for surface care expands
Home care disinfectants set to benefit from enhanced focus on hygiene
Smaller pack sizes to represent an opportunity for manufacturers and distributors
CATEGORY DATA
Table 32 Sales of Surface Care by Category: Value 2017-2022
Table 33 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 34 NBO Company Shares of Surface Care: % Value 2018-2022
Table 35 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 36 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 37 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Positive growth continues despite rising prices and whining consumer interest
Leading brand Jik remains well out in front of a small group of leading brands
Bleach continues to be defined by a general lack of sophistication
PROSPECTS AND OPPORTUNITIES
Positive growth ahead for bleach as the consumer base for these products widens
More affluent and sophisticated consumers expected to shift away from bleach
Lack of product differentiation ensures strong legacy brands maintain key advantages
CATEGORY DATA
Table 38 Sales of Bleach: Value 2017-2022
Table 39 Sales of Bleach: % Value Growth 2017-2022
Table 40 NBO Company Shares of Bleach: % Value 2018-2022
Table 41 LBN Brand Shares of Bleach: % Value 2019-2022
Table 42 Forecast Sales of Bleach: Value 2022-2027
Table 43 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales continue to rise as more demanding consumers seek better hygiene
Harpic’s strong focus on advertising underpins major global brand’s dominant position
Toilet care becomes an increasingly sophisticated home care category
PROSPECTS AND OPPORTUNITIES
Toilet care slated for strong growth as consumers become more sophisticated
Toilet care’s inherently premium image to insulate the category against price rises
Anticipated boom in Kenya’s real estate market presents long-term growth opportunities
CATEGORY DATA
Table 44 Sales of Toilet Care by Category: Value 2017-2022
Table 45 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 46 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 47 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 48 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Overall Picture
Shoe polish brands continue to dominate sales as consumers demand high quality
Consumer Trends
PROSPECTS AND OPPORTUNITIES
Economic development and rising affluence to boost sales growth in polishes
Sales of shoe polish set to remain highly seasonal despite widening of demand
Strong branding key to maintaining a strong position in a dynamic category
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2017-2022
Table 51 Sales of Polishes by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Polishes: % Value 2018-2022
Table 53 LBN Brand Shares of Polishes: % Value 2019-2022
Table 54 Forecast Sales of Polishes by Category: Value 2022-2027
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Another positive performance for air care as the consumer base continues to expand
Competitive Landscape
Air care continues to develop as demand for car air fresheners begins to take off
PROSPECTS AND OPPORTUNITIES
Further sales growth slated for air care as rising income levels underpin higher demand
Consumers set to demand a wider range of air care products
Supermarkets and hypermarkets to continue dominating retail distribution of air care
CATEGORY DATA
Table 56 Sales of Air Care by Category: Value 2017-2022
Table 57 Sales of Air Care by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Air Care: % Value 2018-2022
Table 59 LBN Brand Shares of Air Care: % Value 2019-2022
Table 60 Forecast Sales of Air Care by Category: Value 2022-2027
Table 61 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales increase due to rising incomes and the essential status of home insecticides
Competitive Landscape
The wide range of products and brands on offer means consumers benefit from variety
PROSPECTS AND OPPORTUNITIES
Further increases in sales are predicted for the forecast period
Mortein Doom and other legacy brands set to benefit from high levels of recognition
Supermarkets and hypermarkets set to continue dominating retail distribution
CATEGORY DATA
Table 62 Sales of Home Insecticides by Category: Value 2017-2022
Table 63 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 64 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 65 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 66 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027