Market Report, "Dishwashing in Kenya", published

Dishwashing benefited strongly from urbanisation and a growing focus on hygiene in Kenya during the review period. Sales notably benefited from the government's hygiene education campaigns and from Kronex's Germ-free Kenya campaign, with the latter highlighting the potentially poor hygiene levels associated with bar detergents. As a result, many consumers traded up from bar detergents and other alternatives to hand dishwashing at the end of the review period. With usage rates for hand dishwashing considerably higher in urban areas, strong urbanisation also contributed to growth.

Competitive Landscape

Domestic company Haco Tiger Brands is the leading player in dishwashing and accounted for almost 25% value share in 2014. This company and its eponymous brand benefit from a wide distribution reach and affordable prices. With more low- to mid-income consumers buying hand dishwashing, this company thus gained value share marginally from 2013.

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Industry Prospects

Hand dishwashing sales are expected to benefit strongly from the emergence of Kronex's Basil and this brand's strong marketing in the forecast period. This affordable brand is expected to encourage a growing number of low- to mid-income consumers to trade up to hand dishwashing from bar detergents, particularly as its marketing highlights the greater hygiene offered by liquid hand dishwashing. A shift towards hand dishwashing will also be encouraged by a widening focus on hygiene in general, with this in turn spurred on by ongoing urbanisation and rising disposable income levels.

Report Overview

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

The Dishwashing 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 Dishwashing in Kenya?
* What are the major brands in Kenya?
* What is the dishwasher penetration rate in Kenya?
* What are the key new product launches in the dishwashing products market?

Reasons to Get this Report

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