The demand for both hand wash detergents and bar soaps is expected to remain strong, particularly in lower-incomes households, which appreciate their affordability and versatility. Moreover, while rising, the household possession rate of washing machines is set to remain low.
Although consumers are showing a growing interest in eco-friendly and sustainable products, the biggest impediment to growth is their cost. These products tend to be pricier to produce and they come with a higher price tag for shoppers.
Consumers are showing a growing preference for more affordable brands in home care in general. This is likely to open the way for brands like Kleesoft, which sold at just KES100.
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Understand the latest market trends and future growth opportunities for the Laundry Care 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.
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See All of Our DefinitionsThis report originates from Passport, our Laundry Care research and analysis database.
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