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Report

Tissue and Hygiene in Kenya

Market Direction I 2022-04-27 I 45 Pages I Euromonitor

Sales of tissue and hygiene have, broadly speaking, began to see a return to normal patterns of consumption in 2021 as restrictions on movement were lifted, the economy began to reopen and consumers began to return to work and study. Different product categories were hit by the pandemic in a variety of ways in 2020 - sales of AFH tissue and hygiene, for example, typically dropped as businesses and foodservice outlets were shuttered. Conversely, more time spent at home meant more use of products...

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 2017-2021, 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 2026 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.

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

Tissue and Hygiene in Kenya
Euromonitor International
April 2022

List Of Contents And Tables

TISSUE AND HYGIENE IN KENYA
EXECUTIVE SUMMARY
Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2016-2021
Table 2 Infant Population 2016-2021
Table 3 Female Population by Age 2016-2021
Table 4 Total Population by Age 2016-2021
Table 5 Households 2016-2021
Table 6 Forecast Infant Population 2021-2026
Table 7 Forecast Female Population by Age 2021-2026
Table 8 Forecast Total Population by Age 2021-2026
Table 9 Forecast Households 2021-2026
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic and health trends run parallel in sanitary protection
Public health campaigns strengthen use, but period poverty on the rise post-pandemic
Affordability becoming more important as pandemic economics bite
PROSPECTS AND OPPORTUNITIES
Reusable protection meets economic and environmental demands
Positive growth led by new consumer habits
Innovation meets the growing demand for quality, pushing category growth over the forecast period
CATEGORY DATA
Table 18 Retail Sales of Sanitary Protection by Category: Value 2016-2021
Table 19 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021
Table 20 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021
Table 21 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021
Table 22 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026
Table 23 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026
NAPPIES/DIAPERS/PANTS IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 sees marked change in consumption habits and fuels baby boom.
The demand of premium products continues to be driven by the middle class.
Marketing innovation keeps producers competitive
PROSPECTS AND OPPORTUNITIES
Increased volume sales expected post Covid-19
Population Growth set to drive category growth.
Demand for natural, hygienic nappies on the rise.
CATEGORY DATA
Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021
Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026
RETAIL ADULT INCONTINENCE IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lifestyle diseases and the aging population fuel demand.
Stigma of incontinence still in place
Adult incontinence limited to urban middle class.
PROSPECTS AND OPPORTUNITIES
Potential for adult incontinence, with local production to help affordability, availability
Orange Pharm dominant while mass adoption remains at a distance
E-commerce may be perfect medium to build sales over the forecast period
CATEGORY DATA
Table 30 Sales of Retail Adult Incontinence by Category: Value 2016-2021
Table 31 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021
Table 32 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021
Table 33 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021
Table 34 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026
Table 35 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026
WIPES IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Increased demand for antibacterial wipes.
Wealthier wipes consumers respond to innovation
Category development obstructed by economic impact of pandemic
PROSPECTS AND OPPORTUNITIES
Scope to widen consumer base
E-commerce can widen distribution footprint of wipes
Health-conscious, green demand can push innovation and pricing.
CATEGORY DATA
Table 36 Retail Sales of Wipes by Category: Value 2016-2021
Table 37 Retail Sales of Wipes by Category: % Value Growth 2016-2021
Table 38 NBO Company Shares of Retail Wipes: % Value 2017-2021
Table 39 LBN Brand Shares of Retail Wipes: % Value 2018-2021
Table 40 Forecast Retail Sales of Wipes by Category: Value 2021-2026
Table 41 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026
RETAIL TISSUE IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth slows, but retail tissue still a strong performer
Sustainable trends helped by skilful positioning of leading player
KEBS recall means leading players concentrate share
PROSPECTS AND OPPORTUNITIES
E-commerce on the rise for retail tissue
Social media a tool to strengthen consumer ties
On-the-go tissue will benefit from return of travel, health concerns.
CATEGORY DATA
Table 42 Retail Sales of Tissue by Category: Value 2016-2021
Table 43 Retail Sales of Tissue by Category: % Value Growth 2016-2021
Table 44 NBO Company Shares of Retail Tissue: % Value 2017-2021
Table 45 LBN Brand Shares of Retail Tissue: % Value 2018-2021
Table 46 Forecast Retail Sales of Tissue by Category: Value 2021-2026
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026
AWAY-FROM-HOME TISSUE AND HYGIENE IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return to growth in wake of eased restrictions.
Hospitals and health centres see AFH demand return as fear subsides
Toilet paper dominant, benefits most from reopened economy
PROSPECTS AND OPPORTUNITIES
More competition and new entrants as AFH warms up post-pandemic.
Urban/rural demand for AFH remains polarised
Consumer expectations strengthen as middle class emerges
CATEGORY DATA
Table 48 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021
Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 50 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021
Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021
Table 52 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2021-2026
Table 53 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026

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