Select Country Report
Sustainable Innovation in Laundry Care Drives Home Care Sales
Home care in Kenya is characterised by steady growth, driven by increasing household incomes and a growing preference for efficient cleaning solutions. Laundry care remains the largest category, with value sales of KES63.9 billion in 2025. The market is expected to continue its growth trajectory, with median disposable income per household forecast to increase. Key trends shaping the market include multifunctionality, sustainability, and the rise of private label products. Brands that adapt to these trends and invest in sustainable and multifunctional products are anticipated to succeed.
USD 2,750
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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
Sustainable Innovation in Laundry Care Drives Home Care Sales
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Sustainable Innovation in Laundry Care Drives Home Care Sales
Chart 2 Unilever Launches Omo Sustainable Laundry Capsules
Demand for Multifunctionality Increases, Specifically in Bleach
Chart 3 Carrefour Launches Antibacterial Aqua Fresh Disinfectant
Private Label Gains Traction, Driven by Affordability
Chart 4 Value Sales 2020-2030
Chart 5 Volume Sales 2020-2030
Chart 6 Value Sales by Category 2025
Increasing Urbanisation and a Focus on Health and Hygiene Expected to Fuel Future Growth in Home Care
Innovation Anticipated to Drive Growth across Categories
Sustainability Trends Anticipated to Remain Significant over the Forecast Period
Chart 7 Analyst Insight for Home Care
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Unilever East & Southern Africa (Pty)?Ltd and Hasbah Kenya Ltd Maintain Lead through Strong Brand Portfolios
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Supermarkets Leads Sales with Extensive Network and Promotions
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Kenya
Key Data Insights
Demand for Natural Air Care Solutions and Mood-Boosting Ingredients Rises
Chart 20 Key Industry Trends for Air Care
Demand for Natural Air Care Solutions and Mood-Boosting Ingredients Rises
Chart 21 Air Wick Offers Sprays With Mood-Boosting Ingredients
Car Air Fresheners Dominate Market Share, Driven by Sustainability Trends
Astonish Drives Premiumisation with Natural Fragrances
Chart 22 Value Sales 2020-2030
Chart 23 Volume Sales 2020-2030
Chart 24 Value Sales by Category 2025
Increasing Urbanisation and Spending Power Anticipated to Drive Air Care Growth
Car Air Fresheners Expected to Remain Dominant but Face Competition From Gel Air Fresheners
Natural Alternatives and Modern Formats to Shape Future
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Tropikal Brands (Afrika) Ltd and Sc Johnson &?Sons Kenya Ltd Maintain Lead with Strong Brand Presence
Chart 27 Company Shares 2025
Chart 28 Brand Shares 2025
Supermarkets Drive Air Care Sales with Extensive Network
Retail E-Commerce Gains Share with Convenience and Variety
Chart 29 Analyst Insight for Air Care
Chart 30 Retail Channels 2020-2025
Chart 31 Economic Context for Air Care
Chart 32 Real Gdp Growth 2020-2030
Chart 33 Inflation 2020-2030
Chart 34 Consumer Context for Air Care
Chart 35 Population 2020-2030
Chart 36 Consumer Expenditure 2020-2030
Chart 37 Population by Generation 2025
Bleach in Kenya
Key Data Insights
Multifunctionality Drives Demand for Bleach Products
Chart 38 Key Industry Trends for Bleach
Multifunctionality Drives Demand for Bleach Products
Chart 39 Topex Launches Multifunctional Bleach
Urban Population Growth and Rising Incomes Support Market Growth
Chart 40 Value Sales 2020-2030
Chart 41 Volume Sales 2020-2030
Increasing Urbanisation and Government Housing Plan Set to Boost Bleach Sales
Demand for Bleach Expected to Remain High, Driving Manufacturers Towards Innovation
Sustainability Anticipated to Present Opportunities and Challenges
Chart 42 Forecast Value Sales 2020-2030
Reckitt Benckiser East Africa Ltd Maintains Lead through Strong Brand Portfolio
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Supermarkets Dominate Bleach Sales with Extensive Network
Retail E-Commerce Gains Traction through Convenience
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Bleach
Chart 47 Real Gdp Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Bleach
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Dishwashing in Kenya
Key Data Insights
Rapid Urbanisation and the Rise of Mood-Boosting Ingredients Drive Sales
Chart 53 Key Industry Trends for Dishwashing
Rapid Urbanisation and the Rise of Mood-Boosting Ingredients Drive Sales
Chart 54 Pride Features Fresh Mood-Boosting Scents
Hand Dishwashing Remains Most Dynamic, but Automatic Dishwashing Is Gaining Traction
Greenthing Leads Trend Towards Eco-Friendly Dishwashing Products
Chart 55 Greenthing Develops A Revolutionary Vision
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Migration and Increasing Employed Female Population Expected to Boost Dishwashing Sales
Automatic Dishwashing Remains the Largest, While Hand Dishwashing Remains the Most Dynamic
Multi-Purpose Alternatives Pose a Threat to Hand Dishwashing Growth
Chart 59 Forecast Value Sales 2020-2030
Chart 60 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser Group Plc (Rb) Maintains Lead with Pride Brand Dominance
Chart 61 Analyst Insight for Dishwashing
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Supermarkets Drives Offline Retail Dominance with Extensive Network
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 64 Retail Channels 2020-2025
Chart 65 Economic Context for Dishwashing
Chart 66 Real Gdp Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Dishwashing
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Home Insecticides in Kenya
Key Data Insights
Increasing Urbanisation and High Insect Prevalence Boost Home Insecticide Sales
Chart 72 Key Industry Trends for Home Insecticides
Increasing Urbanisation and High Insect Prevalence Boost Home Insecticide Sales
Spray/Aerosol Insecticides Dominate Pest Control Sales
Chart 73 Kapi Launches Ecofriendly Natural Insect Spray
Sustainability Drives Innovation in Pest Control Products
Chart 74 Value Sales 2020-2030
Chart 75 Volume Sales 2020-2030
Chart 76 Value Sales by Category 2025
Rising Demand for Pest Control Set to Fuel Market Expansion
Spray/Aerosol Insecticides Expected to Maintain Dominance
Increasing Pest Prevalence Due to Global Warming Set to Drive Future Growth in Home Insecticides
Chart 77 Forecast Value Sales 2020-2030
Chart 78 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser East Africa Ltd Maintains Lead with Strong Brand Portfolio
Chart 79 Company Shares 2025
Chart 80 Brand Shares 2025
Supermarkets Drive Sales with Extensive Network and Promotions
Retail E-Commerce Set to Gain Traction with Convenience and Variety
Chart 81 Retail Channels 2020-2025
Chart 82 Economic Context for Home Insecticides
Chart 83 Real Gdp Growth 2020-2030
Chart 84 Inflation 2020-2030
Chart 85 Consumer Context for Home Insecticides
Chart 86 Population 2020-2030
Chart 87 Consumer Expenditure 2020-2030
Chart 88 Population by Generation 2025
Laundry Care in Kenya
Key Data Insights
Laundry Care Experiences Dynamic Growth, Driven by Multifunctionality
Chart 89 Key Industry Trends for Laundry Care
Laundry Care Experiences Dynamic Growth, Driven by Multifunctionality
Chart 90 Unilever Launches Wonder Wash Liquid Laundry Detergent
Health and Wellness Trend Drives Innovation in Laundry Care
Sustainability Gains Traction with Eco-Friendly Packaging and Products
Chart 91 Unilever Launches Sustainable Laundry Capsules
Chart 92 Value Sales 2020-2030
Chart 93 Volume Sales 2020-2030
Chart 94 Value Sales by Category 2025
Increasing Urbanisation and Modernisation Anticipated to Boost Laundry Care Sales
Sustainability and Innovation Expected to Shape Future Growth
Chart 95 Forecast Value Sales 2020-2030
Chart 96 Forecast Value Sales by Category 2025-2030
Unilever East & Southern Africa (Pty)?Ltd Maintains Lead as Laundry Care Market Remains Concentrated
Chart 97 Company Shares 2025
Chart 98 Brand Shares 2025
Small Local Grocers Lead Distribution with Extensive Reach
Retail E-Commerce Continues to Grow, Driven by Convenience
Chart 99 Analyst Insight for Laundry Care
Chart 100 Retail Channels 2020-2025
Chart 101 Economic Context for Laundry Care
Chart 102 Real Gdp Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Laundry Care
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Polishes in Kenya
Key Data Insights
Shoe Polish Growth Boosts Sales in Polishes
Chart 108 Key Industry Trends for Polishes
Shoe Polish Growth Boosts Sales in Polishes
Chart 109 Ric Launches Multifunctional Shoe Polish
Multifunctionality Drives Growth in Shoe Polish, While E-Commerce Gains Traction
Chart 110 Value Sales 2020-2030
Chart 111 Volume Sales 2020-2030
Chart 112 Value Sales by Category 2025
Urbanisation Set to Fuel Future Growth of Polishes
Rising Dust Levels and Government Housing Plans Expected to Drive Growth in Furniture Polish
Increasing Digitisation Anticipated to Drive Polish Sales through E-Commerce Platforms
Chart 113 Forecast Value Sales 2020-2030
Chart 114 Forecast Value Sales by Category 2025-2030
Sc Johnson & Sons Kenya Ltd Dominates with Strong Brand Presence
Chart 115 Company Shares 2025
Chart 116 Brand Shares 2025
Supermarkets Remains Dominant Distribution Channel Due to Its Convenience
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 117 Retail Channels 2020-2025
Chart 118 Economic Context for Polishes
Chart 119 Real Gdp Growth 2020-2030
Chart 120 Inflation 2020-2030
Chart 121 Consumer Context for Polishes
Chart 122 Population 2020-2030
Chart 123 Consumer Expenditure 2020-2030
Chart 124 Population by Generation 2025
Surface Care in Kenya
Key Data Insights
Surface Care Continues to Grow, Driven by Health and Wellness Trends
Chart 125 Key Industry Trends for Surface Care
Surface Care Continues to Grow, Driven by Health and Wellness Trends
Chart 126 Dettol Embodies Wellness-Focused Innovation
Multi-Purpose Cleaners Exhibit Dynamic Growth, Driven by Sustainability
Private Label and Dtc Disruption Reshapes Market Landscape
Chart 127 Value Sales 2020-2030
Chart 128 Volume Sales 2020-2030
Chart 129 Value Sales by Category 2025
Surface Care Set to Experience Growth, Driven by Increasing Urbanisation and Spending Power
Home Care Disinfectants Will Remain the Largest, While Multi-Purpose Cleaners Remain Significant
Growing Environmental Awareness Set to Shape the Future of Surface Care
Chart 130 Analyst Insight for Surface Care
Chart 131 Forecast Value Sales 2020-2030
Chart 132 Forecast Value Sales by Category 2025-2030
Sparkle Brands Ltd Leads with Ethical and Innovative Offerings
Chart 133 Company Shares 2025
Chart 134 Brand Shares 2025
Supermarkets Lead Surface Care Distribution with Extensive Network
Retail E-Commerce Drives Growth with Convenience and Variety
Chart 135 Retail Channels 2020-2025
Chart 136 Economic Context for Surface Care
Chart 137 Real Gdp Growth 2020-2030
Chart 138 Inflation 2020-2030
Chart 139 Consumer Context for Surface Care
Chart 140 Population 2020-2030
Chart 141 Consumer Expenditure 2020-2030
Chart 142 Population by Generation 2025
Toilet Care in Kenya
Key Data Insights
Urbanisation and Rising Incomes Drive Toilet Care Sales
Chart 143 Key Industry Trends for Toilet Care
Urbanisation and Rising Incomes Drive Toilet Care Sales
Market Growth Is Led by Toilet Liquids/Foam, Driven by Sustainability Trends
Innovative Product Formats Drive Dynamic Growth
Chart 144 Harpic Launches Active Fresh Scented Cleaner
Chart 145 Value Sales 2020-2030
Chart 146 Volume Sales 2020-2030
Chart 147 Value Sales by Category 2025
Sustained Growth Expected to Be Driven by Urbanisation and Disease Prevention
In-Cistern Devices Expected to Drive Future Growth
Sustainable Innovation Anticipated to Continue over the Forecast Period
Chart 148 Forecast Value Sales 2020-2030
Chart 149 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser East Africa Ltd Maintains Dominant Position
Chart 150 Company Shares 2025
Chart 151 Brand Shares 2025
Supermarkets Drive Toilet Care Sales with Extensive Network
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 152 Retail Channels 2020-2025
Chart 153 Economic Context for Toilet Care
Chart 154 Real Gdp Growth 2020-2030
Chart 155 Inflation 2020-2030
Chart 156 Consumer Context for Toilet Care
Chart 157 Population 2020-2030
Chart 158 Consumer Expenditure 2020-2030
Chart 159 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
-
-
- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
-
- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
-
- Bleach
-
-
-
- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
-
- Hand Dishwashing
-
-
- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
-
- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
-
- Carpet Cleaners
-
- Dryer Sheets
- Liquid Fabric Softeners
-
- Colour Safe Laundry Bleach
- Fabric Fresheners
-
- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
-
- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
-
-
-
- Standard Powder Detergents
- Concentrated Powder Detergents
-
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
-
- Standard Liquid Detergents
- Concentrated Liquid Detergents
-
-
- Standard Powder Detergents
- Standard Liquid Detergents
-
- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
-
- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
-
-
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- 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)
-
- Bathroom Cleaners
- Descalers
- Drain Openers
-
- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
-
-
- In-Cistern Devices
-
- 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.
See all of our definitions
Share:
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Home Care research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!