Home & Laundry Care - Kenya

Kenya

In Kenya, the Home & Laundry Care market is projected to generate a revenue of Ksh US$601.20m in 2024.
With an expected annual growth rate of 5.29% (CAGR 2024-2029), the market shows promising potential for expansion.
The largest segment within this market is Laundry Care, which is estimated to reach a market volume of Ksh US$370.20m in 2024.
When compared to other countries globally, in the United States leads the way in terms of revenue generation, with an estimated figure of US$32,170m in 2024.
This highlights the significant market presence and economic strength of the United States in the Home & Laundry Care market industry.
Looking at the per person revenues in Kenya, it is projected that each individual will contribute Ksh US$10.70 towards the total revenue in 2024.
This figure provides insight into the purchasing power and consumption patterns of the population in relation to Home & Laundry Care market products.
Furthermore, online sales are anticipated to play a minor yet growing role in the Home & Laundry Care market, with an estimated 0.4% of the total revenue being generated through online channels by 2024.
This indicates a shift in consumer behavior towards digital platforms for purchasing Home & Laundry Care market products.
In summary, the Home & Laundry Care market in Kenya is expected to experience steady growth, with Laundry Care being the dominant segment.
The United States holds a significant position in terms of revenue generation, and online sales are gradually gaining traction in the market.
Kenyan consumers are increasingly opting for eco-friendly and locally sourced home and laundry care products.

Key regions: Worldwide, United States, Philippines, Canada, India

Market

Region

Region comparison

Currency

Analyst Opinion

Consumers’ awareness when purchasing everyday products has increased in recent years. Price and brands are taking a back seat and sustainability is becoming an increasingly important topic for consumers. Even if conventional cleaning agents are the cheaper alternative, more and more consumers are choosing to use cleaning agents that are less harmful to nature and humans. Sustainability not only includes more environmentally friendly and degradable ingredients; packaging is also a key issue. Attitudes towards plastic usage and recycling have changed and are becoming more important to consumers. Products that focus on sustainability have recently developed from a niche product to a top seller.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.