Dishwashing is slated for the positive growth over the forecast period, with population growth, rising household incomes and the spread of a more sophisticated approach to home care all expected to contribute to positive sales growth. The ubiquity and essential status of hand dishwashing mean that demand in this category is already quite mature, although there are far greater opportunities for sales growth in automatic dishwashing as the household penetration of dishwashers is set to continue increasing.
During the forecast period, it is highly unlikely that the dominance of hand dishwashing will come under any major threat from automatic dishwashing and this is due to the very low household penetration of dishwashers and the general traditional preference for washing dishes by hand. While the core target consumer audience for dishwashers is expected to continue growing due to economic development and expansion of Kenya’s affluent urban middle-class, it is unlikely that the use of dishwashers will expand beyond a limited group of affluent urban dwellers.
As it is common for consumers in Kenya to prefer home care products that can be used for a wide variety of tasks and applications, it is likely that there will be opportunities for dishwashing brands to exploit the situation during the forecast period. Typically, the leading manufacturers and distributors of hand dishwashing liquids have opportunities to pitch their products as suitable for tackling a wide variety of home care tasks covering laundry care and surface care and even, in some cases, personal care applications such as handwashing.
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Understand the latest market trends and future growth opportunities for the Dishwashing industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of hand and automatic dishwashing products and dishwashing additives.See All of Our Definitions
This report originates from Passport, our Dishwashing research and analysis database.
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