(MENAFNEditorial)
The household penetration of automatic washing machines remained low at the end of the review period with fewer than 21% of households having these appliances. However there was a marked rise in household penetration during the review period with an increase from just 16% at the start of the review period. Ownership of automatic washing machines remains largely limited to urban areas. Even many mid- to high-income households see little need for automatic washing machines due to employing domestic staff to wash laundry by hand.
Competitive Landscape
Unilever is the clear leader in laundry care and accounted for close to 41% value share in 2014 far ahead of its leading competitor Proctor & Gamble. Unilever chiefly benefits from its Omo brand which has a strong Kenyan heritage and alone accounted for almost 24% value share in 2014. Omo benefits from a wide distribution reach affordable prices and strong consumer awareness.
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Industry Prospects
Laundry care is expected to benefit from strongly from a growing focus on hygiene in the forecast period particularly as bar detergents and standard powder detergents continue to be used for a wide range of cleaning tasks. These product areas will continue to dominate laundry care accounting for an estimated 92% combined value share in 2019. Growth is also expected to be driven by ongoing urbanisation and by rising disposable income levels thanks to the country's economic growth.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Laundry Care 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 Laundry Care industry in Kenya our research will save you time and money while empowering you to make informed profitable decisions.
The Laundry Care 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 Laundry Care in Kenya?
* What are the major brands in Kenya?
* What is the performance of concentrated liquid detergents?
* What are the main new products developments in the laundry aids area?
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:
LAUNDRY CARE IN KENYA
Euromonitor International
March 2015
LIST OF CONTENTS AND TABLES
Headlines
Trends
Competitive Landscape
Prospects
Category Indicators
Table 1 Household Possession of Washing Machines 2009-2014
Category Data
Table 2 Sales of Laundry Care by Category: Value 2009-2014
Table 3 Sales of Laundry Care by Category: % Value Growth 2009-2014
Table 4 Sales of Laundry Aids by Category: Value 2009-2014
Table 5 Sales of Laundry Aids by Category: % Value Growth 2009-2014
Table 6 Sales of Laundry Detergents by Category: Value 2009-2014
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2009-2014
Table 8 NBO Company Shares of Laundry Care: % Value 2010-2014
Table 9 LBN Brand Shares Laundry Care: % Value 2011-2014
Table 10 NBO Company Shares of Laundry Aids: % Value 2010-2014
Table 11 LBN Brand Shares of Laundry Aids: % Value 2011-2014
Table 12 NBO Company Shares of Laundry Detergents: % Value 2010-2014
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2011-2014
Table 14 Forecast Sales of Laundry Care by Category: Value 2014-2019
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2014-2019
Bidco Oil Refineries Ltd in Home Care (kenya)
Strategic Direction
Key Facts
Summary 1 Bidco Oil Refineries Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 2 Bidco Oil Refineries Ltd: Competitive Position 2014
Unilever Kenya Ltd in Home Care (kenya)
Strategic Direction
Key Facts
Summary 3 Unilever Kenya Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 4 Unilever Kenya Ltd: Competitive Position 2014
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 16 Households 2009-2014
Market Data
Table 17 Sales of Home Care by Category: Value 2009-2014
Table 18 Sales of Home Care by Category: % Value Growth 2009-2014
Table 19 NBO Company Shares of Home Care: % Value 2010-2014
Table 20 LBN Brand Shares of Home Care: % Value 2011-2014
Table 21 Distribution of Home Care by Format: % Value 2009-2014
Table 22 Distribution of Home Care by Format and Category: % Value 2014
Table 23 Forecast Sales of Home Care by Category: Value 2014-2019
Table 24 Forecast Sales of Home Care by Category: % Value Growth 2014-2019
Sources
Summary 5 Research Sources
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