Tissue and Hygiene in Kenya
In Kenya, there is a growing demand for tissue and hygiene products as consumers become more hygiene-conscious and the middle classes expand. Volume sales have shown resilience in the face of global events like COVID-19 and the Ukraine-Russia war, which led to higher inflation and price increases. In 2023, consumption patterns shifted due to higher costs of living, prompting consumers to switch towards more affordable brands providing comparable quality to premium alternatives. There has also be...
Euromonitor International'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 2019-2023, 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 2028 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.
- Tissue and Hygiene in Kenya
- Euromonitor International
- March 2024
- List Of Contents And Tables
- TISSUE AND HYGIENE IN KENYA
- EXECUTIVE SUMMARY
- Tissue and hygiene in 2023: The big picture
- 2023 key trends
- Competitive landscape
- Retailing developments
- What next for tissue and hygiene?
- MARKET INDICATORS
- Table 1 Birth Rates 2018-2023
- Table 2 Infant Population 2018-2023
- Table 3 Female Population by Age 2018-2023
- Table 4 Total Population by Age 2018-2023
- Table 5 Households 2018-2023
- Table 6 Forecast Infant Population 2023-2028
- Table 7 Forecast Female Population by Age 2023-2028
- Table 8 Forecast Total Population by Age 2023-2028
- Table 9 Forecast Households 2023-2028
- MARKET DATA
- Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
- Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
- Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
- Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
- Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
- Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
- Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
- Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
- Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- MENSTRUAL CARE IN KENYA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Affordability stunts growth of menstrual care among low-income groups
- Players rally to end period poverty in Kenya
- Menstrual cups gain ground and threaten category growth
- PROSPECTS AND OPPORTUNITIES
- Strong growth ahead but affordability remains a challenge for the category
- Younger consumers lead to a focus on innovation
- Growing awareness of the benefits of reusable products
- CATEGORY DATA
- Table 19 Retail Sales of Menstrual Care by Category: Value 2018-2023
- Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
- Table 21 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
- Table 22 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
- Table 23 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
- Table 24 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028
- NAPPIES/DIAPERS/PANTS IN KENYA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Rising inflation drives consumers towards cheaper alternatives
- Manufacturers going digital to attract consumers
- Growing preference for disposable pants
- PROSPECTS AND OPPORTUNITIES
- Rising birth rate and urbanisation creates solid growth potential
- Surge in demand for sustainable and premium diapers
- Technological advancements in diaper materials and designs will drive innovation
- CATEGORY DATA
- Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
- Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
- Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
- Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
- Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
- Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028
- RETAIL ADULT INCONTINENCE IN KENYA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Lack of awareness and stigma impacts adoption of adult incontinence products
- Lifestyle diseases and ageing population drives adult incontinence usage
- Existing users seek premium products
- PROSPECTS AND OPPORTUNITIES
- Technological advancements to enhance quality and comfort for users
- Steady growth ahead for adult incontinence
- Aggressive marketing and education to drive product usage and awareness
- CATEGORY DATA
- Table 31 Sales of Retail Adult Incontinence by Category: Value 2018-2023
- Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
- Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
- Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
- Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
- Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028
- WIPES IN KENYA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Affordable brands drive growth in this still small category
- Sustainability and health shapes demand patterns in wipes
- Royal Converters launch Hanan flushable baby wipes
- PROSPECTS AND OPPORTUNITIES
- Rising demand for flushable wipes is anticipated
- E-commerce to continue growing in popularity widening choice of wipes
- Growing demand for cosmetics wipes
- CATEGORY DATA
- Table 37 Retail Sales of Wipes by Category: Value 2018-2023
- Table 38 Retail Sales of Wipes by Category: % Value Growth 2018-2023
- Table 39 NBO Company Shares of Retail Wipes: % Value 2019-2023
- Table 40 LBN Brand Shares of Retail Wipes: % Value 2020-2023
- Table 41 Forecast Retail Sales of Wipes by Category: Value 2023-2028
- Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028
- RETAIL TISSUE IN KENYA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Price increases cause a slump in toilet paper sales
- Growth of private label threatens brands
- Softleaf partners with social media influencers to boost brand awareness
- PROSPECTS AND OPPORTUNITIES
- Improved sanitation expected to drive growth of toilet paper
- Toilet paper will remain the focus for private label
- Rising demand for sustainable products
- CATEGORY DATA
- Table 43 Retail Sales of Tissue by Category: Value 2018-2023
- Table 44 Retail Sales of Tissue by Category: % Value Growth 2018-2023
- Table 45 NBO Company Shares of Retail Tissue: % Value 2019-2023
- Table 46 LBN Brand Shares of Retail Tissue: % Value 2020-2023
- Table 47 Forecast Retail Sales of Tissue by Category: Value 2023-2028
- Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
- AWAY-FROM-HOME TISSUE AND HYGIENE IN KENYA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Urban development drives demand for AFH products
- Away-from-home sales supported by tourism economy
- Inflation pushes businesses towards cheaper alternatives
- PROSPECTS AND OPPORTUNITIES
- Despite the focus on sustainability, pricing still challenges future growth
- Urban population drive sales as rural market offers little opportunity
- Hygiene awareness to drive category expansion
- CATEGORY DATA
- Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
- Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
- Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
- Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
- Table 53 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
- Table 54 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028
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