Home Care in Kenya
Home care in Kenya has undergone significant shifts in the post-Coronavirus (COVID-19) period, reflecting increased awareness of sanitation and cleanliness to safeguard health and prevent the spread of diseases. The demand for home care products has surged, as consumers prioritise hygiene. Some of the factors driving demand are the development of the property market and the rise in the number of housing units, which stimulate expenditure on the home. As lifestyles evolve, urbanisation accelerate...
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 2028 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?
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 2028 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.
Home Care in Kenya
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN KENYA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
LG unveils first commercial laundry shop in Mombasa
Brand owners target more consumers with promotions
Affordable options lead the way
PROSPECTS AND OPPORTUNITIES
Concentrated detergents to gain traction amid sustainability concerns
Pricing remains the primary challenge
Consumers set to prefer cheaper brands
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Larger players continue to target consumers with promotions amid strong competition from home-made alternatives
Consumers prefer hand dishwashing liquids
Specialised dishwashing products continue to gain traction
PROSPECTS AND OPPORTUNITIES
Growing penetration of dishwashers to increase the demand for automatic dishwashing
Technology to hinder the development of hand dishwashing soap
Multi-purpose alternatives to entice budget-constrained consumers
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Chandaria Industries launches new Velvex oven cleaner in the market
Multi-purpose cleaners leverages affordability and versatility to register fast retail volume and current value growth
Ebbing of the COVID-19 threat slows home care disinfectants
PROSPECTS AND OPPORTUNITIES
Rising demand for specialised surface cleaners amid urbanisation
Economic constraints set to continue to impact surface care
Rising demand for eco-friendly products to add dynamism to the offer
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Affordable smaller packs make bleach accessible to more consumers
A shift towards gentler alternatives
Players use price promotions and discounts to win over consumers
PROSPECTS AND OPPORTUNITIES
Jik is expected to remain the leading brand despite growing competition
Demand among low-income consumers is expected to remain limited
Growing middle-class consumer base and urbanisation to boost the demand for bleach
CATEGORY DATA
Table 41 Sales of Bleach: Value 2018-2023
Table 42 Sales of Bleach: % Value Growth 2018-2023
Table 43 NBO Company Shares of Bleach: % Value 2019-2023
Table 44 LBN Brand Shares of Bleach: % Value 2020-2023
Table 45 Forecast Sales of Bleach: Value 2023-2028
Table 46 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rim blocks and liquids struggle to gain traction in toilet care despite urbanisation
Urbanisation and hygiene trends drive demand for innovative and eco-friendly products
Harpic remains the most visible and leading brand in toilet care
PROSPECTS AND OPPORTUNITIES
Rising awareness and modern facilities to propel toilet care in the forecast period
Population growth to boost the demand for toilet care
Improved living standards and conditions to boost toilet care
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2018-2023
Table 48 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 49 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 50 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 51 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Shoe polish continues to dominate polishes in Kenya
Chandaria Industries launches new Velvex stainless steel polish in Kenya
Home consumption of shoe polish faces competition from local shoeshine stations
PROSPECTS AND OPPORTUNITIES
Modernisation trends to continue to reduce the demand for standard floor and furniture polishes
Modernisation offers opportunities for new and innovative launches
Population growth to continue to drive the demand for shoe polish
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2018-2023
Table 54 Sales of Polishes by Category: % Value Growth 2018-2023
Table 55 NBO Company Shares of Polishes: % Value 2019-2023
Table 56 LBN Brand Shares of Polishes: % Value 2020-2023
Table 57 Forecast Sales of Polishes by Category: Value 2023-2028
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising middle-class consumer base provides captive audience for air care
Heightened marketing input maintains local brand Tropikal's leading position
Manufacturers continue to target consumers through price promotions
PROSPECTS AND OPPORTUNITIES
Health-conscious consumers set to restrict growth potential in the forecast period
The gel format to gain traction as a perceived safer and more affordable option
Surge in car ownership to fuel the demand for car air fresheners
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2018-2023
Table 60 Sales of Air Care by Category: % Value Growth 2018-2023
Table 61 NBO Company Shares of Air Care: % Value 2019-2023
Table 62 LBN Brand Shares of Air Care: % Value 2020-2023
Table 63 Forecast Sales of Air Care by Category: Value 2023-2028
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growing middle-class consumer base spurs demand
Urbanisation increases the demand base for home insecticides in Kenya
Household budget constraints drive a shift towards more affordable insecticides
PROSPECTS AND OPPORTUNITIES
Urban demand is set to shift to spray/aerosol and electric insecticides
Innovations in insecticide coils to boost uptake
Retail e-commerce emerges but faces challenges to progress in home insecticides
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2018-2023
Table 66 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 67 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 68 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 69 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN KENYA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
LG unveils first commercial laundry shop in Mombasa
Brand owners target more consumers with promotions
Affordable options lead the way
PROSPECTS AND OPPORTUNITIES
Concentrated detergents to gain traction amid sustainability concerns
Pricing remains the primary challenge
Consumers set to prefer cheaper brands
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Larger players continue to target consumers with promotions amid strong competition from home-made alternatives
Consumers prefer hand dishwashing liquids
Specialised dishwashing products continue to gain traction
PROSPECTS AND OPPORTUNITIES
Growing penetration of dishwashers to increase the demand for automatic dishwashing
Technology to hinder the development of hand dishwashing soap
Multi-purpose alternatives to entice budget-constrained consumers
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Chandaria Industries launches new Velvex oven cleaner in the market
Multi-purpose cleaners leverages affordability and versatility to register fast retail volume and current value growth
Ebbing of the COVID-19 threat slows home care disinfectants
PROSPECTS AND OPPORTUNITIES
Rising demand for specialised surface cleaners amid urbanisation
Economic constraints set to continue to impact surface care
Rising demand for eco-friendly products to add dynamism to the offer
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Affordable smaller packs make bleach accessible to more consumers
A shift towards gentler alternatives
Players use price promotions and discounts to win over consumers
PROSPECTS AND OPPORTUNITIES
Jik is expected to remain the leading brand despite growing competition
Demand among low-income consumers is expected to remain limited
Growing middle-class consumer base and urbanisation to boost the demand for bleach
CATEGORY DATA
Table 41 Sales of Bleach: Value 2018-2023
Table 42 Sales of Bleach: % Value Growth 2018-2023
Table 43 NBO Company Shares of Bleach: % Value 2019-2023
Table 44 LBN Brand Shares of Bleach: % Value 2020-2023
Table 45 Forecast Sales of Bleach: Value 2023-2028
Table 46 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rim blocks and liquids struggle to gain traction in toilet care despite urbanisation
Urbanisation and hygiene trends drive demand for innovative and eco-friendly products
Harpic remains the most visible and leading brand in toilet care
PROSPECTS AND OPPORTUNITIES
Rising awareness and modern facilities to propel toilet care in the forecast period
Population growth to boost the demand for toilet care
Improved living standards and conditions to boost toilet care
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2018-2023
Table 48 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 49 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 50 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 51 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Shoe polish continues to dominate polishes in Kenya
Chandaria Industries launches new Velvex stainless steel polish in Kenya
Home consumption of shoe polish faces competition from local shoeshine stations
PROSPECTS AND OPPORTUNITIES
Modernisation trends to continue to reduce the demand for standard floor and furniture polishes
Modernisation offers opportunities for new and innovative launches
Population growth to continue to drive the demand for shoe polish
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2018-2023
Table 54 Sales of Polishes by Category: % Value Growth 2018-2023
Table 55 NBO Company Shares of Polishes: % Value 2019-2023
Table 56 LBN Brand Shares of Polishes: % Value 2020-2023
Table 57 Forecast Sales of Polishes by Category: Value 2023-2028
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising middle-class consumer base provides captive audience for air care
Heightened marketing input maintains local brand Tropikal's leading position
Manufacturers continue to target consumers through price promotions
PROSPECTS AND OPPORTUNITIES
Health-conscious consumers set to restrict growth potential in the forecast period
The gel format to gain traction as a perceived safer and more affordable option
Surge in car ownership to fuel the demand for car air fresheners
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2018-2023
Table 60 Sales of Air Care by Category: % Value Growth 2018-2023
Table 61 NBO Company Shares of Air Care: % Value 2019-2023
Table 62 LBN Brand Shares of Air Care: % Value 2020-2023
Table 63 Forecast Sales of Air Care by Category: Value 2023-2028
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growing middle-class consumer base spurs demand
Urbanisation increases the demand base for home insecticides in Kenya
Household budget constraints drive a shift towards more affordable insecticides
PROSPECTS AND OPPORTUNITIES
Urban demand is set to shift to spray/aerosol and electric insecticides
Innovations in insecticide coils to boost uptake
Retail e-commerce emerges but faces challenges to progress in home insecticides
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2018-2023
Table 66 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 67 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 68 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 69 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
