Table of Content

LAUNDRY CARE IN KENYA
Euromonitor International
March 2019

LIST OF CONTENTS AND TABLES

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 1 Household Possession of Washing Machines 2013-2018
Category Data
Table 2 Sales of Laundry Care by Category: Value 2013-2018
Table 3 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 4 Sales of Laundry Aids by Category: Value 2013-2018
Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 6 Sales of Laundry Detergents by Category: Value 2013-2018
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 8 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 9 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 10 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 11 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 12 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 14 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023
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 16 Households 2013-2018
Market Data
Table 17 Sales of Home Care by Category: Value 2013-2018
Table 18 Sales of Home Care by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Care: % Value 2014-2018
Table 20 LBN Brand Shares of Home Care: % Value 2015-2018
Table 21 Distribution of Home Care by Format: % Value 2013-2018
Table 22 Distribution of Home Care by Format and Category: % Value 2018
Table 23 Forecast Sales of Home Care by Category: Value 2018-2023
Table 24 Forecast Sales of Home Care by Category: % Value Growth 2018-2023
Sources
Summary 1 Research Sources