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 analyst'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.
The analyst'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.
Table of Contents
TISSUE AND HYGIENE IN KENYAEXECUTIVE SUMMARY
- Tissue and hygiene in 2022: The big picture
- 2022 key trends
- Competitive landscape
- Retailing developments
- What next for tissue and hygiene?
- 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
- 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
SOURCES
- Summary 1 Research Sources
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
- 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
- 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
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
- 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
- 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
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
- Expanding distribution network supports volume growth
- Decline in adult incontinence prices to drive volume growth
- Marketing campaigns could help drive awareness and breakdown stigma
- 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
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
- Cost of living issues will influence purchasing patterns
- Multi-functionality of baby wipes will encourage sales
- Growing young population to underpin demand
- 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
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
- Cheaper imported toilet paper will impact local manufacturers
- Value packs will continue to be offered in retail tissue
- Private label faces continued growth
- 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
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
- Improved infrastructure for institutions to drive AFH demand
- Companies are more health and hygiene focused
- Growing office space in Kenya
- 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