Tissue and Hygiene in Kenya

Abstract
Tissue and hygiene witnessed strong value growth in 2022 driven by a sharp increase in product prices, as input costs and inflation rose. With household budgets under pressure from the rising cost of living, the category has been affected by cheap imports as business owners looked for more affordable alternatives to meet consumer’s needs. Lack of adequate legislation to protect local industries made it hard for players to compete against the growing preference for cheaper imports. The war in Ukr...

Euromonitor International's Tissue and Hygiene in Kenya report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, 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, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

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

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene 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
Tissue and Hygiene in Kenya
March 2023

List Of Contents And Tables

TISSUE AND HYGIENE IN KENYA
EXECUTIVE SUMMARY
Tissue and hygiene in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2017-2022
Table 2 Infant Population 2017-2022
Table 3 Female Population by Age 2017-2022
Table 4 Total Population by Age 2017-2022
Table 5 Households 2017-2022
Table 6 Forecast Infant Population 2022-2027
Table 7 Forecast Female Population by Age 2022-2027
Table 8 Forecast Total Population by Age 2022-2027
Table 9 Forecast Households 2022-2027
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Marketing initiatives deployed to counter the impact of rising prices
New entrants erode share of leading player Hasbah Kenya Ltd
Rising demand for quality products
PROSPECTS AND OPPORTUNITIES
Initiatives to broaden awareness of menstrual poverty and health
Specialised sanitary products and retail expansion to support category growth
Innovation to shift towards more natural products
CATEGORY DATA
Table 18 Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 19 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
Table 21 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
Table 22 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
Table 23 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027
NAPPIES/DIAPERS/PANTS IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Smaller pack sizes expand with rising cost of living
Manufacturers embrace new technologies and social media
Diaper pants slowly gaining popularity
PROSPECTS AND OPPORTUNITIES
Focus on higher quality products as threat of cheap imports lingers
Rising middle-income class and urbanisation drive sales
Modern retail expansion to promote sales
CATEGORY DATA
Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027
RETAIL ADULT INCONTINENCE IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Change in sales tax to lower product prices
Lifestyle diseases and ageing population drive adult incontinence usage
Greater product choice and wider distribution supports growth
PROSPECTS AND OPPORTUNITIES
Expanding distribution network supports volume growth
Decline in adult incontinence prices to drive volume growth
Marketing campaigns could help drive awareness and breakdown stigma
CATEGORY DATA
Table 30 Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 31 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
Table 33 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
Table 34 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
Table 35 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027
WIPES IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
In-store marketing targets modern channel
Product bundling with diapers drives category sales
Modern retailing outlets are main distribution channel for wipes in Kenya
PROSPECTS AND OPPORTUNITIES
Cost of living issues will influence purchasing patterns
Multi-functionality of baby wipes will encourage sales
Growing young population to underpin demand
CATEGORY DATA
Table 36 Retail Sales of Wipes by Category: Value 2017-2022
Table 37 Retail Sales of Wipes by Category: % Value Growth 2017-2022
Table 38 NBO Company Shares of Retail Wipes: % Value 2018-2022
Table 39 LBN Brand Shares of Retail Wipes: % Value 2019-2022
Table 40 Forecast Retail Sales of Wipes by Category: Value 2022-2027
Table 41 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027
RETAIL TISSUE IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rising prices leads manufacturers to offer jumbo toilet rolls
Tissue paper prices increase sharply in 2022
Value packs offered by manufacturers as price sensitivity rises
PROSPECTS AND OPPORTUNITIES
Cheaper imported toilet paper will impact local manufacturers
Value packs will continue to be offered in retail tissue
Private label faces continued growth
CATEGORY DATA
Table 42 Retail Sales of Tissue by Category: Value 2017-2022
Table 43 Retail Sales of Tissue by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Retail Tissue: % Value 2018-2022
Table 45 LBN Brand Shares of Retail Tissue: % Value 2019-2022
Table 46 Forecast Retail Sales of Tissue by Category: Value 2022-2027
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027
AWAY-FROM-HOME TISSUE AND HYGIENE IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Away-from-home sales rise as horeca establishments recover
Local tourism continues to promote AFH value sales
Working at the office is the new normal
PROSPECTS AND OPPORTUNITIES
Improved infrastructure for institutions to drive AFH demand
Companies are more health and hygiene focused
Growing office space in Kenya
CATEGORY DATA
Table 48 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 50 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
Table 52 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
Table 53 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027