Home Care in Kenya

  • ID: 2321842
  • Report
  • Region: Kenya
  • 43 pages
  • Euromonitor International
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Kenya is experiencing economic growth, increased foreign investment and improved road infrastructure. Higher disposable incomes among the Kenyan middle classes and continued marketing and advertising campaigns by manufacturers of home care products, as well as increased awareness among the Kenyan population, helped to drive growth in home care in 2017. Nevertheless, the cost of doing business in Kenya has soared as fuel and electricity prices have risen, with many manufacturers passing on the in...

The publisher'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 2022 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.
The publisher has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, The publisher has a unique capability to develop reliable information resources to help drive informed strategic planning.
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Home Care In Kenya March 2018

List Of Contents And Tables

Executive Summary

Growth In Home Care Revenues Slows In 2017
Consumers Demand A Value Proposition
Multinationals Bring Innovative Cleaning Methods To Kenya
Supermarkets Remains The Dominant Distribution Channel
Positive Forecast Performance
Market Indicators
Table 1 Households 2012-2017

Market Data

Table 2 Sales Of Home Care By Category: Value 2012-2017
Table 3 Sales Of Home Care By Category: % Value Growth 2012-2017
Table 4 Nbo Company Shares Of Home Care: % Value 2013-2017
Table 5 Lbn Brand Shares Of Home Care: % Value 2014-2017
Table 6 Distribution Of Home Care By Format: % Value 2012-2017
Table 7 Distribution Of Home Care By Format And Category: % Value 2017
Table 8 Forecast Sales Of Home Care By Category: Value 2017-2022
Table 9 Forecast Sales Of Home Care By Category: % Value Growth 2017-2022
Sources

Summary 1 Research Sources

Headlines

Prospects

Organisations And Institutions Play A Major Role In Air Care Growth
Brands Use Social Media To Educate Customers
Probable Growth Forecast In Innovative Candle, Electric And Liquid Air Fresheners
Competitive Landscape
Premiumisation Is A Key Product Differentiator
Local Brand Remains Determined To Gain Value Share
International Brands Still Preferred By Consumers

Category Data

Table 10 Sales Of Air Care By Category: Value 2012-2017
Table 11 Sales Of Air Care By Category: % Value Growth 2012-2017
Table 12 Nbo Company Shares Of Air Care: % Value 2013-2017
Table 13 Lbn Brand Shares Of Air Care: % Value 2014-2017
Table 14 Forecast Sales Of Air Care By Category: Value 2017-2022
Table 15 Forecast Sales Of Air Care By Category: % Value Growth 2017-2022
Headlines

Prospects

Multipurpose Use Of Bleach
Local Brands Maintain A Presence
Value Packs Remain Popular
Competitive Landscape
Product Offering Increases
International Brands Maintain Their Lead
Smaller Packaging To Appeal To Lower-Income Groups

Category Data

Table 16 Sales Of Bleach: Value 2012-2017
Table 17 Sales Of Bleach: % Value Growth 2012-2017
Table 18 Nbo Company Shares Of Bleach: % Value 2013-2017
Table 19 Lbn Brand Shares Of Bleach: % Value 2014-2017
Table 20 Forecast Sales Of Bleach: Value 2017-2022
Table 21 Forecast Sales Of Bleach: % Value Growth 2017-2022
Headlines

Prospects

Hand Wash And Bar Detergents Remain Dominant In 2017
Local Manufacturers Continue To Diversify Their Ranges
Economy Packs As A Competitive Tool
Competitive Landscape
Social Media Increasingly Being Used To Reach Middle-Class Consumers
Local Producers Compete In Dishwashing Paste
Value Packaging Offered By Companies To Entice Consumers
Category Indicators
Table 22 Household Possession Of Dishwashers 2012-2017

Category Data

Table 23 Sales Of Dishwashing By Category: Value 2012-2017
Table 24 Sales Of Dishwashing By Category: % Value Growth 2012-2017
Table 25 Nbo Company Shares Of Dishwashing: % Value 2013-2017
Table 26 Lbn Brand Shares Of Dishwashing: % Value 2014-2017
Table 27 Forecast Sales Of Dishwashing By Category: Value 2017-2022
Table 28 Forecast Sales Of Dishwashing By Category: % Value Growth 2017-2022
Headlines

Prospects

The Middle Class With Rising Disposable Income Drive Sales
Consumer Convenience And Affordable Product Pricing Are Major Selling Points
Wide Product Assortment And Competitive Pricing Support Growth
Competitive Landscape
International Brands Still Preferred By Kenyans
Product Pricing Is The Main Differentiator

Category Data

Table 29 Sales Of Home Insecticides By Category: Value 2012-2017
Table 30 Sales Of Home Insecticides By Category: % Value Growth 2012-2017
Table 31 Nbo Company Shares Of Home Insecticides: % Value 2013-2017
Table 32 Lbn Brand Shares Of Home Insecticides: % Value 2014-2017
Table 33 Forecast Sales Of Home Insecticides By Category: Value 2017-2022
Table 34 Forecast Sales Of Home Insecticides By Category: % Value Growth 2017-2022
Headlines

Prospects

Entry Of Coin-Operated Machines
International Players Dominate Fabric Softeners
Bar Detergents Remains Popular Among Consumers Due To The Products' Value For Money And Ease Of Use
Competitive Landscape
Local Players Become More Aggressive
Premiumisation
Average Price Rises Of Laundry Detergents Expected To Be Restrained
Category Indicators
Table 35 Household Possession Of Washing Machines 2012-2017

Category Data

Table 36 Sales Of Laundry Care By Category: Value 2012-2017
Table 37 Sales Of Laundry Care By Category: % Value Growth 2012-2017
Table 38 Sales Of Laundry Aids By Category: Value 2012-2017
Table 39 Sales Of Laundry Aids By Category: % Value Growth 2012-2017
Table 40 Sales Of Laundry Detergents By Category: Value 2012-2017
Table 41 Sales Of Laundry Detergents By Category: % Value Growth 2012-2017
Table 42 Nbo Company Shares Of Laundry Care: % Value 2013-2017
Table 43 Lbn Brand Shares Of Laundry Care: % Value 2014-2017
Table 44 Nbo Company Shares Of Laundry Aids: % Value 2013-2017
Table 45 Lbn Brand Shares Of Laundry Aids: % Value 2014-2017
Table 46 Nbo Company Shares Of Laundry Detergents: % Value 2013-2017
Table 47 Lbn Brand Shares Of Laundry Detergents: % Value 2014-2017
Table 48 Forecast Sales Of Laundry Care By Category: Value 2017-2022
Table 49 Forecast Sales Of Laundry Care By Category: % Value Growth 2017-2022
Headlines

Prospects

The Rising Middle Class With Increased Disposable Income Move To New Housing Developments
New Housing Designs And Innovation Favour Polishes
More Competition To Encourage New Product Trials
Competitive Landscape
International Players Maintain Their Lead
Potential For Innovation In Polishes
Premiumisation

Category Data

Table 50 Sales Of Polishes By Category: Value 2012-2017
Table 51 Sales Of Polishes By Category: % Value Growth 2012-2017
Table 52 Nbo Company Shares Of Polishes: % Value 2013-2017
Table 53 Lbn Brand Shares Of Polishes: % Value 2014-2017
Table 54 Forecast Sales Of Polishes By Category: Value 2017-2022
Table 55 Forecast Sales Of Polishes By Category: % Value Growth 2017-2022
Headlines

Prospects

Consumer Preferences Require Manufacturers To Improve Formulations
Increased Product Variety
Specialised Cleaning Products
Competitive Landscape
International Brands Maintain Their Lead
Consumers Willing To Pay More For Premium Products
Leading Players Gain In Distribution Channels

Category Data

Table 56 Sales Of Surface Care By Category: Value 2012-2017
Table 57 Sales Of Surface Care By Category: % Value Growth 2012-2017
Table 58 Nbo Company Shares Of Surface Care: % Value 2013-2017
Table 59 Lbn Brand Shares Of Surface Care: % Value 2014-2017
Table 60 Forecast Sales Of Surface Care By Category: Value 2017-2022
Table 61 Forecast Sales Of Surface Care By Category: % Value Growth 2017-2022
Headlines

Prospects

The Middle Class Drives Growth In Some Categories
Social Media As A Major Marketing Tool
Rising Hygiene Awareness Contributes To A Shift In Product Usage
Competitive Landscape
Rising Consumer Awareness
Distribution Channels Become More Consumer-Focused
Smaller Pack Sizes To Appeal To Lower- And Middle-Income Groups

Category Data

Table 62 Sales Of Toilet Care By Category: Value 2012-2017
Table 63 Sales Of Toilet Care By Category: % Value Growth 2012-2017
Table 64 Nbo Company Shares Of Toilet Care: % Value 2013-2017
Table 65 Lbn Brand Shares Of Toilet Care: % Value 2014-2017
Table 66 Forecast Sales Of Toilet Care By Category: Value 2017-2022
Table 67 Forecast Sales Of Toilet Care By Category: % Value Growth 2017-2022
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