(MENAFNEditorial)
Rising disposable income levels proved both a help and a hindrance to sales of bleach at the end of the review period. Bleach is widely used for cleaning homes in Kenya and has a strong traditional appeal with rising disposable income levels for low-income Kenyans thus supporting volume growth. However rising disposable income levels also enabled many consumers to trade up from bleach with multi-purpose cleaners thus posing stronger competition at the end of the review period.
Competitive Landscape
Haco Tiger Brands is the leading players in bleach and accounted for 33% value share in 2014. This company benefits from representing the global brands Jeyes (IWP International) and Ace (Fater SpA) in Kenya. These brands benefit from wide distribution and affordable pricing thanks to Haco Tiger's domestic production. The company also benefits from offering a wide range of pack sizes from affordable 250ml packs to economical five litre packs. Haco Tiger further gained value share marginally in 2014 over the previous year thanks to rising disposable income levels encouraging consumers to trade up to the leading brands.
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Industry Prospects
Bleach is expected to benefit from a number of trends in Kenya in the forecast period including population growth and rising disposable income levels for low-income consumers. Urbanisation and a growing focus on hygiene are also expected to fuel sales growth. Thanks to these trends bleach is expected to see 3% volume and value CAGR at constant 2014 prices in the forecast period.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Kenya with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available understand competitive threats with our detailed market analysis and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Bleach industry in Kenya our research will save you time and money while empowering you to make informed profitable decisions.
The Bleach in Kenya market research report includes:
* Analysis of key supply-side and demand trends
* Historic volumes and values company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology conducted in-country
Our market research reports answer questions such as:
* What is the market size of Bleach in Kenya?
* What are the major brands in Kenya?
* How did bleach sales perform during the economic downturn?
* What are the major applications of bleach in Kenya?
Reasons to Get 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
Report Table of Contents:
BLEACH IN KENYA
Euromonitor International
March 2015
LIST OF CONTENTS AND TABLES
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 1 Sales of Bleach: Value 2009-2014
Table 2 Sales of Bleach: % Value Growth 2009-2014
Table 3 NBO Company Shares of Bleach: % Value 2010-2014
Table 4 LBN Brand Shares of Bleach: % Value 2011-2014
Table 5 Forecast Sales of Bleach: Value 2014-2019
Table 6 Forecast Sales of Bleach: % Value Growth 2014-2019
Executive Summary
Strong Growth Driven by Rising Disposable Income Levels
Hygiene Trend Fuels Growth
Established Multinationals Continue To Lead
Supermarkets and Hypermarkets Continue To Gain Share
Forecast Period To See Stronger Growth
Market Indicators
Table 7 Households 2009-2014
Market Data
Table 8 Sales of Home Care by Category: Value 2009-2014
Table 9 Sales of Home Care by Category: % Value Growth 2009-2014
Table 10 NBO Company Shares of Home Care: % Value 2010-2014
Table 11 LBN Brand Shares of Home Care: % Value 2011-2014
Table 12 Distribution of Home Care by Format: % Value 2009-2014
Table 13 Distribution of Home Care by Format and Category: % Value 2014
Table 14 Forecast Sales of Home Care by Category: Value 2014-2019
Table 15 Forecast Sales of Home Care by Category: % Value Growth 2014-2019
Sources
Summary 1 Research Sources
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