Tissue and hygiene in 2024: The big picture
Sales of tissue and hygiene in Kenya rose notably in value terms in 2024, driven primarily by robust consumer demand and increased adoption of disposable hygiene products. In volume terms, the market also experienced moderate growth, driven by continued urbanisation, higher disposable incomes, and the shift away from traditional hygiene products towards disposable alternatives.
2024 key trends
Nappies/diapers/pants remained the largest category within tissue and hygiene in 2024, experiencing steady growth due to Kenya’s growing population and declining reliance on traditional alternatives. Toilet paper emerged as the most dynamic category, supported by changing consumer hygiene preferences and increased disposable income, driving greater consumer adoption and usage.
Competitive landscape
Hayat Kimya Kenya Limited led the tissue and hygiene market in 2024, holding significant market share primarily through its Molfix brand, popular within the nappies/diapers/pants category. The company's market strength was maintained through strong brand recognition and consistent quality assurance.
Retail developments
Supermarkets and hypermarkets were the leading distribution channels within tissue and hygiene in 2024, bolstered by strategic value positioning and extensive product offerings. Small local grocers continued to show dynamic growth, benefiting from proximity to residential areas, convenience, and affordability due to smaller purchase quantities.
What next for tissue and hygiene?
Sales of tissue and hygiene are forecast to rise at a steady pace over the forecast period, supported by ongoing population growth and continued shifts away from traditional alternatives. Despite inflationary pressures, value growth is expected to remain positive due to rising demand for affordable, locally produced products.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Kenya?
- Which are the leading brands in Tissue and Hygiene in Kenya?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Kenya
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Kenya
KEY DATA FINDINGS
Urbanisation and tourism drive away-from-home tissue growth
Limited growth in away-from-home adult incontinence amid low awareness
Innovation responds to demand for sustainable solutions
Continued tourism growth to drive away-from-home tissue demand
Sustainability interest to challenge cost-sensitive market
Public health awareness to drive innovation and growth
Retail Adult Incontinence in Kenya
KEY DATA FINDINGS
Growing awareness amidst social stigma
Local production boosts competitive dynamics
Retail channels evolve with consumer education and digital growth
Educational initiatives to underpin market growth
E-commerce channels set to drive future growth
Innovation through education and enhanced product features
Nappies/Diapers/Pants in Kenya
KEY DATA FINDINGS
Increased adoption and affordability drive growth in nappies/diapers/pants
Local and international manufacturers gain share through innovation and affordability
Retail evolution boosts supermarkets and small local stores; e-commerce expands
Rising birth rates and local production to propel category growth
E-commerce evolution to accelerate category growth
Product innovation focused on affordability and enhanced functionality
Menstrual Care in Kenya
KEY DATA FINDINGS
Increased affordability drives growth in standard towels
Affordability boosts market share for emerging local manufacturers
Expansion of modern retail and e-commerce reshapes distribution channels
Government initiatives and inclusivity to drive sustained growth
Accelerating growth through e-commerce expansion
Innovative product designs cater to sustainability and consumer needs
Wipes in Kenya
KEY DATA FINDINGS
Strong demand from affluent consumers boosts baby wipes sales
Local competition intensifies as affordability shapes market dynamics
Expansion of supermarkets reshapes wipes distribution
Baby wipes expected to sustain growth driven by high-income households
E-commerce growth supported by digital adoption
Innovation driven by multifunctional product appeal
Retail Tissue in Kenya
KEY DATA FINDINGS
Rising consumer demand boosts retail tissue sales
Competitive landscape sees growth through affordability and market penetration
Distribution dynamics driven by proximity, convenience, and digital expansion
Environmental regulations and consumer preferences to drive sustained growth
Sustainability and skin care focus reshape product innovation
Social media marketing and e-commerce redefine distribution channels
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- 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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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