Cotton Wool/Buds/Pads in Kenya - New Market Study Published

Cotton wool/buds/pads continued to see slow sales growth from a low base at the end of the review period. Sales are being boosted by an expanding mid-income group and rising disposable income levels. A growing focus on hygiene is also supporting growth. These factors supported a slightly stronger volume growth of 3% in 2014 over the previous year, in comparison to a review period CAGR of 2%.

Competitive Landscape

African Cotton Industries dominated sales of cotton wool/buds/pads throughout the review period and accounted for 61% value share in 2014. This company benefits from representing Unilever's Dove brand, which has a high quality positioning due to offering hospital quality and high absorbency. The company also offers its own Tender Care brand, which is also 100% pure cotton but has a more affordable price in comparison to Dove. The company's products thus have a strong appeal to both mid- and high-income consumers.

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Industry Prospects

Private label could well emerge in cotton wool/buds/pads in the forecast period. Leading grocery retailer Nakumatt launched its Nakumatt Blue Label private label range in retail tissue towards the end of the review period, with the retailer planning to further expand its range in the forecast period. If Nakumatt is able to offer affordable and good quality cotton wool/buds/pads, its products would be likely to prove popular among mid-income consumers. Crucially, the dominant player in cotton wool/buds/pads, African Cotton Industries, supplies Nakumatt Blue Label with retail tissue products and may well be prepared to also produce private label cotton wool/buds/pads for the retailer.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Cotton Wool/Buds/Pads 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 Cotton Wool/Buds/Pads industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cotton Wool/Buds/Pads 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 Cotton Wool/Buds/Pads in Kenya?
* What are the major brands in Kenya?

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