Kenya Home Care Market size (historic and forecasts), company shares, brand shares and distribution data 2018-2023

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