Chandaria Industries continued to dominate retail tissue at the end of the review period, accounting for 58% value share. This company benefits from its domestic production, which enables it to keep production and distribution costs low, and from its long history in retail tissue in Kenya. The company also benefits from its strong and wide distribution reach and from consumer trust in the quality of brands such as Velvex. The company offers a wide range of prices and products within retail tissue, particularly within toilet paper, and thus appeals to a wide range of income groups.
Ongoing expansion in Kenya's urban mid-income group will be the main factor driving sales growth during the forecast period. These consumers are expected to become increasingly aspirational in their purchasing patterns. In addition, with cities becoming larger and dirtier there is expected to be an increased focus on hygiene within this group, with this encouraging the more frequent use of retail tissue.
Discover the latest market trends and uncover sources of future market growth for the Retail Tissue industry in Kenya with research from Euromonitor's team of in-country analysts.
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The Retail Tissue in Kenya market research report includes:
Our market research reports answer questions such as:
- Analysis of key supply-side and demand trends
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- What is the market size of Retail Tissue in Kenya?
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- What is the performance of pocket handkerchiefs vs boxed facial tissues?
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Product coverage: Kitchen Towels, Paper Tableware, Tissues, Toilet Paper.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
The majority of Kenyan consumers are keen to minimise their spending on retail tissue and thus remain reluctant to buy a wide range of these products. There is a preference for lower-priced and multifunctional products, with many consumers thus using toilet paper for all their needs. Toilet paper thus dominates sales, accounting for 94% of volume sales in 2013. This product area also saw the strongest sales growth within retail tissue, increasing volume and current value sales by 4% and 12% respectively.
RETAIL TISSUE IN KENYA
LIST OF CONTENTS AND TABLES
Table 1 Retail Sales of Tissue by Category: Value 2008-2013
Table 2 Retail Sales of Tissue by Category: % Value Growth 2008-2013
Table 3 NBO Company Shares of Retail Tissue: % Value 2009-2013
Table 4 LBN Brand Shares of Retail Tissue: % Value 2010-2013
Table 5 Forecast Retail Sales of Tissue by Category: Value 2013-2018
Table 6 Forecast Retail Sales of Tissue by Category: % Value Growth 2013-2018
Chandaria Industries Ltd in Tissue and Hygiene (kenya)
Summary 1 Chandaria Industries Ltd: Key Facts
Summary 2 Chandaria Industries Ltd: Competitive Position 2013
Growth Driven by Expanding Mid-income Group
Sales Continue To Be Constrained by Widespread Poverty
Multinationals Lead Retail Hygiene While Domestic Players Dominate Retail Tissue
Open Markets Gain Share by Offering Economy Imports
Stronger Forecast Period Performance Fuelled by Kenya's Economic Growth
Table 7 Birth Rates 2008-2013
Table 8 Infant Population 2008-2013
Table 9 Female Population by Age 2008-2013
Table 10 Total Population by Age 2008-2013
Table 11 Households 2008-2013
Table 12 Forecast Infant Population 2013-2018
Table 13 Forecast Female Population by Age 2013-2018
Table 14 Forecast Total Population by Age 2013-2018
Table 15 Forecast Households 2013-2018
Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2008-2013
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2008-2013
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2009-2013
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2010-2013
Table 20 Distribution of Retail Tissue and Hygiene by Format: % Value 2008-2013
Table 21 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2013
Table 22 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Summary 3 Research Sources
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