Table of Content

Home Care in Kenya
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Distribution of Home Care by Format: % Value 2015-2020
Table 7 Distribution of Home Care by Format and Category: % Value 2020
Table 8 Forecast Sales of Home Care by Category: Value 2020-2025
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Huge spike in demand for laundry care as a result of COVID-19 and greater hygiene awareness
Dominant bar detergents and hand wash detergents record highest volume growth rates in laundry care
Product launches to ensure brands maintain their share in increasingly competitive landscape
RECOVERY AND OPPORTUNITIES
Further attention to hygiene will support growth of laundry care over the forecast period
Discounts and promotions will remain key for manufacturers in laundry care
Traditional grocery retailers and e-commerce gain ground during pandemic, while greater shift towards latter is expected over the forecast period
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Increasing consumer awareness of health and hygiene drives uptake in demand for dishwashing in 2020
Demand for convenience drives greater share gain for independent small grocers and e-commerce
Local player Canon Chemicals strengthens overall leadership of dishwashing in 2020 but smaller players offering greater affordability also gain ground
RECOVERY AND OPPORTUNITIES
Overall stronger demand for dishwashing over the forecast period due to increasing urbanisation and return to greater financial stability
Lower socioeconomic groups turn to making alternative dishwashing products due to decreasing disposable incomes
Health-conscious consumers set to encourage greater product development
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2015-2020
Table 27 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 29 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 30 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Increasing attention to hygiene during pandemic results in strong performance for surface care
Greater shift towards e-commerce due to convenience and perceived safety of home delivery during the pandemic
Partnerships to ensure brands maintain share
RECOVERY AND OPPORTUNITIES
Overall stronger demand for surface care moving forward, while price-sensitive consumers will continue to rely on multi-purpose products for daily cleaning
Brands increase consumer reach through advertisements and promotions
Modern grocery retailers set for recovery despite growing consumer interest in online shopping
CATEGORY DATA
Table 32 Sales of Surface Care by Category: Value 2015-2020
Table 33 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Surface Care: % Value 2016-2020
Table 35 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 36 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 37 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Notable upturn in demand for bleach due to increasing hygiene awareness in 2020
E-commerce to steadily gain in popularity
Jik continues to convincingly lead bleach but loses ground to smaller competitors
RECOVERY AND OPPORTUNITIES
Versatility and affordability set to support further demand for bleach over the forecast period
Partnerships help raise profile of leading brands
Brands increase consumer reach through e-commerce
CATEGORY DATA
Table 38 Sales of Bleach: Value 2015-2020
Table 39 Sales of Bleach: % Value Growth 2015-2020
Table 40 NBO Company Shares of Bleach: % Value 2016-2020
Table 41 LBN Brand Shares of Bleach: % Value 2017-2020
Table 42 Forecast Sales of Bleach: Value 2020-2025
Table 43 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Heightened hygiene awareness during pandemic boost sales of toilet care
Ease, safety and convenience of e-commerce supports growing sales of toilet care in 2020
Harpic continues to dominate but local manufacturers still find an audience in price-sensitive consumers
RECOVERY AND OPPORTUNITIES
Greater financial stability and ongoing attention to hygiene to boost growth
Brands target consumers through brand ambassadors
Further penetration of e-commerce likely
CATEGORY DATA
Table 44 Sales of Toilet Care by Category: Value 2015-2020
Table 45 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 47 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 48 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Slower demand for polishes as consumers prioritise spending during pandemic
E-commerce penetrates category in 2020
Kiwi retains dominance of polishes
RECOVERY AND OPPORTUNITIES
Sales of shoe polish set to improve over 2021 with return to face-to-face learning
Stronger demand for floor polish over the forecast period
Brands set to increase consumers reach through e-commerce
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2015-2020
Table 51 Sales of Polishes by Category: % Value Growth 2015-2020
Table 52 NBO Company Shares of Polishes: % Value 2016-2020
Table 53 LBN Brand Shares of Polishes: % Value 2017-2020
Table 54 Forecast Sales of Polishes by Category: Value 2020-2025
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers? purchasing decisions affected by COVID-19, hindering category growth
More influent consumers drive sales of air care in Kenya
Brands increase customer reach through greater online presence
RECOVERY AND OPPORTUNITIES
Urbanisation and population growth to steer growth of air care over forecast period
Product innovation to meet consumer demand
Potential to attract health-conscious consumers through use of more natural ingredients
CATEGORY DATA
Table 56 Sales of Air Care by Category: Value 2015-2020
Table 57 Sales of Air Care by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Air Care: % Value 2016-2020
Table 59 LBN Brand Shares of Air Care: % Value 2017-2020
Table 60 Forecast Sales of Air Care by Category: Value 2020-2025
Table 61 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sales of more sophisticated home insecticides driven by affluent urban consumers
Coils to continue lose popularity in urban centres
Manufacturers target consumers through promotions
RECOVERY AND OPPORTUNITIES
Product innovation to meet greater consumer demand over the forecast period
Online purchases likely to gain momentum moving forward
CATEGORY DATA
Table 62 Sales of Home Insecticides by Category: Value 2015-2020
Table 63 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 64 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 65 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 66 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025