Tissue and Hygiene in Kenya

March 2024
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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?
Download Table of Contents

Tissue and Hygiene in Kenya

Tissue and hygiene in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Kenya

KEY DATA FINDINGS

Urban development drives demand for AFH products
Away-from-home sales supported by tourism economy
Inflation pushes businesses towards cheaper alternatives
Despite the focus on sustainability, pricing still challenges future growth
Urban population drive sales as rural market offers little opportunity
Hygiene awareness to drive category expansion
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028

Retail Adult Incontinence in Kenya

KEY DATA FINDINGS

Lack of awareness and stigma impacts adoption of adult incontinence products
Lifestyle diseases and ageing population drives adult incontinence usage
Existing users seek premium products
Technological advancements to enhance quality and comfort for users
Steady growth ahead for adult incontinence
Aggressive marketing and education to drive product usage and awareness
Table 25 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 26 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 28 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 29 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 30 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028

Nappies/Diapers/Pants in Kenya

KEY DATA FINDINGS

Rising inflation drives consumers towards cheaper alternatives
Manufacturers going digital to attract consumers
Growing preference for disposable pants
Rising birth rate and urbanisation creates solid growth potential
Surge in demand for sustainable and premium diapers
Technological advancements in diaper materials and designs will drive innovation
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 33 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 34 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028

Menstrual Care in Kenya

KEY DATA FINDINGS

Affordability stunts growth of menstrual care among low-income groups
Players rally to end period poverty in Kenya
Menstrual cups gain ground and threaten category growth
Strong growth ahead but affordability remains a challenge for the category
Younger consumers lead to a focus on innovation
Growing awareness of the benefits of reusable products
Table 37 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 38 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 39 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 40 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 41 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 42 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028

Wipes in Kenya

KEY DATA FINDINGS

Affordable brands drive growth in this still small category
Sustainability and health shapes demand patterns in wipes
Royal Converters launch Hanan flushable baby wipes
Rising demand for flushable wipes is anticipated
E-commerce to continue growing in popularity widening choice of wipes
Growing demand for cosmetics wipes
Table 43 Retail Sales of Wipes by Category: Value 2018-2023
Table 44 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 46 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 47 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 48 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028

Retail Tissue in Kenya

KEY DATA FINDINGS

Price increases cause a slump in toilet paper sales
Growth of private label threatens brands
Softleaf partners with social media influencers to boost brand awareness
Improved sanitation expected to drive growth of toilet paper
Toilet paper will remain the focus for private label
Rising demand for sustainable products
Table 49 Retail Sales of Tissue by Category: Value 2018-2023
Table 50 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 52 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 53 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 54 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
      • AFH Wipers
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Menstrual Care Including Intimate Wipes
            • 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)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • AFH Adult Incontinence
          • Retail Light Adult Incontinence
          • Retail Moderate/Heavy Adult Incontinence
        • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Menstrual Care Including Intimate Wipes
            • 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
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

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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