Home Care in Kenya

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	53 Pages	Euromonitor International	February, 2025	EP19678645

Best Price Guarantee
Price	from $2,925
Length	53 Pages
Publisher	Euromonitor International
Published Date	February, 2025
SKU	EP19678645

The home care market in Kenya continues to demonstrate resilience amidst economic challenges including high inflation. In 2024, home care saw more modest growth in volume terms as consumers prioritised essential cleaning products. Urbanisation, increased hygiene awareness, and innovations in product formulations all supported growth in home care in 2024. Key categories such as toilet care, surface care, and bleach continued to be viewed as everyday necessities in many households. Additionally, t...

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 2029 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
February 2025
List Of Contents And Tables
HOME CARE IN KENYA
EXECUTIVE SUMMARY
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments.
What next for home care?
MARKET INDICATORS: Table 1 Households 2019-2024
MARKET DATA: Table 2 Sales of Home Care by Category: Value 2019-2024; Table 3 Sales of Home Care by Category: % Value Growth 2019-2024; Table 4 NBO Company Shares of Home Care: % Value 2020-2024; Table 5 LBN Brand Shares of Home Care: % Value 2021-2024; Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024; Table 7 Distribution of Home Care by Format: % Value 2019-2024; Table 8 Distribution of Home Care by Format and Category: % Value 2024; Table 9 Forecast Sales of Home Care by Category: Value 2024-2029; Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES: Summary 1 Research Sources
LAUNDRY CARE IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
PZ Cussons East Africa Ltd unveils upgraded version of its Ushindi multipurpose bar detergents
Consumers shift to more affordable solutions due to financial pressures
Rise of private label products could threaten branded options
PROSPECTS AND OPPORTUNITIES
Population growth driving demand for laundry care.
Downy offers affordable sachets to bring fabric softeners to a wider audience
Expansion of distribution channels expected to boost sales of laundry care
CATEGORY INDICATORS: Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA: Table 12 Sales of Laundry Care by Category: Value 2019-2024; Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024; Table 14 Sales of Laundry Aids by Category: Value 2019-2024; Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024; Table 16 Sales of Laundry Detergents by Category: Value 2019-2024; Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024; Table 18 NBO Company Shares of Laundry Care: % Value 2020-2024; Table 19 LBN Brand Shares of Laundry Care: % Value 2021-2024; Table 20 NBO Company Shares of Laundry Aids: % Value 2020-2024; Table 21 LBN Brand Shares of Laundry Aids: % Value 2021-2024; Table 22 NBO Company Shares of Laundry Detergents: % Value 2020-2024; Table 23 LBN Brand Shares of Laundry Detergents: % Value 2021-2024; Table 24 Forecast Sales of Laundry Care by Category: Value 2024-2029; Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Hand dishwashing products still dominate the market with promotions helping to stimulate demand
Home-based businesses gain traction due to product affordability.
Financial pressures force players to respond with value offerings
PROSPECTS AND OPPORTUNITIES.
Increasing machine penetration to drive automatic dishwashing products
Multi-purpose alternatives to entice budget-constrained consumers
Sustainability concerns could open up the market to eco-friendly dishwashing products
CATEGORY INDICATORS: Table 26 Household Possession of Dishwashers 2019-2024
CATEGORY DATA: Table 27 Sales of Dishwashing by Category: Value 2019-2024; Table 28 Sales of Dishwashing by Category: % Value Growth 2019-2024; Table 29 NBO Company Shares of Dishwashing: % Value 2020-2024; Table 30 LBN Brand Shares of Dishwashing: % Value 2021-2024; Table 31 Forecast Sales of Dishwashing by Category: Value 2024-2029; Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Increasing awareness of the benefits of multi-purpose cleaners boosting demand
Kitchen cleaners seeing dynamic growth due to urbanisation and an increased focus on home hygiene
Window/glass cleaners benefiting from an increased focus on home maintenance
PROSPECTS AND OPPORTUNITIES
Expansion of home cleaning services could provide new growth opportunities
Busy lifestyles creating a demand for e-commerce as consumers look for convenience
Demand for eco-friendly multi-purpose cleaners set to grow
CATEGORY DATA: Table 33 Sales of Surface Care by Category: Value 2019-2024; Table 34 Sales of Surface Care by Category: % Value Growth 2019-2024; Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024; Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024; Table 37 NBO Company Shares of Surface Care: % Value 2020-2024; Table 38 LBN Brand Shares of Surface Care: % Value 2021-2024; Table 39 Forecast Sales of Surface Care by Category: Value 2024-2029; Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Omo launches new lavender-scented bleach
Affordable bleach alternatives gain popularity.
Brands leveraging promotional discounts to attract price-sensitive consumers
PROSPECTS AND OPPORTUNITIES
Increased competition expected from multi-purpose cleaners
Demand for bleach expected to remain limited among lower-income consumers
Increasing health and hygiene awareness set to boost bleach sales
CATEGORY DATA: Table 41 Sales of Bleach: Value 2019-2024; Table 42 Sales of Bleach: % Value Growth 2019-2024; Table 43 NBO Company Shares of Bleach: % Value 2020-2024; Table 44 LBN Brand Shares of Bleach: % Value 2021-2024; Table 45 Forecast Sales of Bleach: Value 2024-2029; Table 46 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rim blocks and toilet liquids/foam dominate sales
Toilet care finding greater success in rural areas as brands focus on affordability
Promotional campaigns help boost sales and raise awareness
PROSPECTS AND OPPORTUNITIES
Initiatives to improve sanitation expected to boost sales of toilet care in Kenya
Fresh Life toilets should help increase demand for toilet care
Urbanisation set to boost the adoption of modern toilet care products
CATEGORY DATA: Table 47 Sales of Toilet Care by Category: Value 2019-2024; Table 48 Sales of Toilet Care by Category: % Value Growth 2019-2024; Table 49 NBO Company Shares of Toilet Care: % Value 2020-2024; Table 50 LBN Brand Shares of Toilet Care: % Value 2021-2024; Table 51 Forecast Sales of Toilet Care by Category: Value 2024-2029; Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Slower growth in shoe polish accounted for by an increasing shift towards modern footwear
Chandaria Industries looking to build demand for its Velvex brand
Local shoeshine stations limit demand for shoe polish
PROSPECTS AND OPPORTUNITIES
Niche opportunities could be found in premium furniture polish but shoe polish likely to remain the key growth driver
Furniture polish market continues to face pressure due to home DIY trends
Growth opportunities for floor polish as consumers focus on home aesthetics
CATEGORY DATA: Table 53 Sales of Polishes by Category: Value 2019-2024; Table 54 Sales of Polishes by Category: % Value Growth 2019-2024; Table 55 NBO Company Shares of Polishes: % Value 2020-2024; Table 56 LBN Brand Shares of Polishes: % Value 2021-2024; Table 57 Forecast Sales of Polishes by Category: Value 2024-2029; Table 58 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Candle air fresheners attracting interest
Consumers go electric in search of convenience
Car air fresheners seeing steady demand amid rising vehicle ownership.
PROSPECTS AND OPPORTUNITIES
Spray/aerosol air fresheners to face stronger competition from more modern formats
Low adoption in rural and low-income households likely to limit stronger growth opportunities
Health-conscious consumers expected to turn their back on traditional air care solutions
CATEGORY DATA: Table 59 Sales of Air Care by Category: Value 2019-2024; Table 60 Sales of Air Care by Category: % Value Growth 2019-2024; Table 61 NBO Company Shares of Air Care: % Value 2020-2024; Table 62 LBN Brand Shares of Air Care: % Value 2021-2024; Table 63 Forecast Sales of Air Care by Category: Value 2024-2029; Table 64 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Urbanisation driving demand with electric insecticides gaining traction in the market as a convenient and effective solution
Growing popularity of insecticide baits
Spray/aerosol insecticides remain resilient but still face competition from cheaper alternatives
PROSPECTS AND OPPORTUNITIES
Growth in rural and peri-urban markets to sustain category growth
New innovations could breathe life into insecticide coils
Insecticide coils is projected to see more modest growth in retail volume terms over the forecast period since demand is skewed towards a much smaller group of consumers, including those in rural areas and lower-income households. In the forecast period, however, manufacturers are expected to introduce insecticide coils that emit no smoke and which are scentless and biodegradable in order to meet the changing needs of consumers and to address health and environmental concerns around these products. For instance, some brands such as Flower have launched mosquito repellent chips that come in scented and unscented options to meet the preferences of different consumers. Innovations such as these are expected to drive growth in the market in the forecast period.
Rural Adoption of modern solutions to drive growth
In rural areas, insecticide coils are expected to remain popular due to their affordability and ease of use. However, insecticide baits and spray/aerosol insecticides, which are long-lasting and require fewer applications, are expected to increasingly penetrate these areas of the market as they become more affordable and accessible. The increased government focus on health and hygiene in rural areas will likely also drive the growth of these products, especially in areas where malaria is prevalent, such as Nyanza. As awareness grows, rural populations will likely start transitioning from traditional methods like mosquito nets and insecticide coils to modern home insecticides solutions that offer better protection.
CATEGORY DATA: Table 65 Sales of Home Insecticides by Category: Value 2019-2024; Table 66 Sales of Home Insecticides by Category: % Value Growth 2019-2024; Table 67 NBO Company Shares of Home Insecticides: % Value 2020-2024; Table 68 LBN Brand Shares of Home Insecticides: % Value 2021-2024; Table 69 Forecast Sales of Home Insecticides by Category: Value 2024-2029; Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029