Sanitary Protection in Kenya

Apr 23, 2014 - Euromonitor International - 18 pages - USD $900
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Sanitary protection continued to suffer from a low uptake in Kenya at the end of the review period, with this not having serious repercussions for many Kenyan girls and women. In 2013, according to Proctor & Gamble, only 5.2 million women aged 10-45-years-old in Kenya used sanitary protection out of a total of 30 million. The company blames this on a lack of education about sanitary protection and a lack of awareness of affordable products, although widespread poverty inevitably contributes to this situation. Instead, many women and girls use toilet paper or clothing in lieu of sanitary protection. This typically results in schoolgirls staying at home during menstruation and thus missing out on a full education, while also hindering their future employment prospects.

Competitive Landscape

Proctor & Gamble continued to be the dominant player in sanitary protection at the end of the review period. The company benefits from strong consumer trust in its Always brand, which also offers a wide range of products and affordable prices, thus appealing to a wide range of income groups. The company also benefits from strong marketing support, particularly targeting schoolgirls and young adults as it seeks to build consumer loyalty from a young age. The company also benefited from its campaigns offering free sanitary protection to schoolgirls as part of its Always Keeping Girls in School programme, which continued in 2013.

Industry Prospects

The strong media coverage of free sanitary protection programmes for schoolgirls is expected to continue at the start of the forecast period, with leading players being keen to invest in such initiatives in order to achieve positive publicity and also to encourage brand loyalty from a young age. These campaigns and the resultant publicity are meanwhile likely to significantly broaden the usage of sanitary protection across Kenya. Women are likely to increasingly regard sanitary protection as an essential product, rather than viewing it as a higher-priced alternative to tissue or cloth.

Report Overview

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

The Sanitary Protection 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 Sanitary Protection in Kenya?
  • What are the major brands in Kenya?
  • What are the key new product launches in the sanitary protection market?
Reasons to Get this Report
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions


Product coverage: Pantyliners, Sanitary Protection Including Intimate Wipes, Tampons, Towels.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.


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Euromonitor International is a world leading independent provider of business intelligence on industries, countries and consumers. Their business intelligence products include award-winning online information databases, market reports and business reference books. Founded in 1972, Euromonitor International is a privately owned company with offices in London, Chicago, Singapore, Shanghai and Vilnius. Euromonitor has a team of over 600 in-country analysts worldwide, giving them a unique capability to deliver high quality and reliable business information.