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Home care in 2024: The big picture
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.
2024 key trends
There has been a significant decline in traditional advertising, such as TV and radio, with brands increasingly shifting to influencer marketing. Social media platforms like Instagram, TikTok, and YouTube have provided brands with a more direct and engaging way to reach consumers.
Competitive landscape
Brand loyalty is increasingly being threatened by the rising cost of living, as consumers become more price sensitive and shift to more affordable alternatives. Well-established brands are losing ground to cheaper options as households prioritise savings.
Retailing developments.
Supermarkets and hypermarkets account for a significant share of sales, primarily driven by urban consumers preferring one-stop shopping experiences. Retailers like Naivas and Carrefour have expanded their presence, especially in urban and peri-urban areas which ensured these channels continued to see solid growth in 2024.
What next for home care?
The home care market in Kenya is expected to experience steady growth in retail volume terms over the forecast period driven by urbanisation, rising awareness of the importance of hygiene in the home, and the expansion of modern residential and commercial spaces. Categories like surface care, air care, and laundry care are expected to see a continued rise in demand due to changing consumer lifestyles and preferences.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Kenya report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Kenya?
- Which are the leading brands in Home Care in Kenya?
- How are products distributed in Home Care in Kenya?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Kenya
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments.
What next for home care?
Table 1 Households 2019-2024
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
Summary 1 Research Sources
Air Care in Kenya
KEY DATA FINDINGS
Candle air fresheners attracting interest
Consumers go electric in search of convenience
Car air fresheners seeing steady demand amid rising vehicle ownership.
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
Table 11 Sales of Air Care by Category: Value 2019-2024
Table 12 Sales of Air Care by Category: % Value Growth 2019-2024
Table 13 NBO Company Shares of Air Care: % Value 2020-2024
Table 14 LBN Brand Shares of Air Care: % Value 2021-2024
Table 15 Forecast Sales of Air Care by Category: Value 2024-2029
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
Bleach in Kenya
KEY DATA FINDINGS
Omo launches new lavender-scented bleach
Affordable bleach alternatives gain popularity.
Brands leveraging promotional discounts to attract price-sensitive consumers
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
Table 17 Sales of Bleach: Value 2019-2024
Table 18 Sales of Bleach: % Value Growth 2019-2024
Table 19 NBO Company Shares of Bleach: % Value 2020-2024
Table 20 LBN Brand Shares of Bleach: % Value 2021-2024
Table 21 Forecast Sales of Bleach: Value 2024-2029
Table 22 Forecast Sales of Bleach: % Value Growth 2024-2029
Dishwashing in Kenya
KEY DATA FINDINGS
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
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
Table 23 Household Possession of Dishwashers 2019-2024
Table 24 Sales of Dishwashing by Category: Value 2019-2024
Table 25 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 26 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 27 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 28 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
Home Insecticides in Kenya
KEY DATA FINDINGS
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
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.
Table 30 Sales of Home Insecticides by Category: Value 2019-2024
Table 31 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 32 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 33 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 34 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
Laundry Care in Kenya
KEY DATA FINDINGS
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
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
Table 36 Household Possession of Washing Machines 2019-2024
Table 37 Sales of Laundry Care by Category: Value 2019-2024
Table 38 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 39 Sales of Laundry Aids by Category: Value 2019-2024
Table 40 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 41 Sales of Laundry Detergents by Category: Value 2019-2024
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 43 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 44 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 45 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 46 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 47 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 49 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
Polishes in Kenya
KEY DATA FINDINGS
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
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
Table 51 Sales of Polishes by Category: Value 2019-2024
Table 52 Sales of Polishes by Category: % Value Growth 2019-2024
Table 53 NBO Company Shares of Polishes: % Value 2020-2024
Table 54 LBN Brand Shares of Polishes: % Value 2021-2024
Table 55 Forecast Sales of Polishes by Category: Value 2024-2029
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
Surface Care in Kenya
KEY DATA FINDINGS
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
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
Table 57 Sales of Surface Care by Category: Value 2019-2024
Table 58 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 61 NBO Company Shares of Surface Care: % Value 2020-2024
Table 62 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 63 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
Toilet Care in Kenya
KEY DATA FINDINGS
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
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
Table 65 Sales of Toilet Care by Category: Value 2019-2024
Table 66 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 67 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 68 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 69 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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