Sanitary Protection in Kenya
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.
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.
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.
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The Sanitary Protection in Kenya market research report includes:
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- Analysis of key supply-side and demand trends
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Reasons to Get this Report
- 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?
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- 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.
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.
SANITARY PROTECTION IN KENYA
LIST OF CONTENTS AND TABLES
Table 1 Retail Sales of Sanitary Protection by Category: Value 2008-2013
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2008-2013
Table 3 NBO Company Shares of Retail Sanitary Protection: % Value 2009-2013
Table 4 LBN Brand Shares of Retail Sanitary Protection: % Value 2010-2013
Table 5 Forecast Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Procter & Gamble Co, the in Tissue and Hygiene (kenya)
Summary 1 Procter & Gamble Co, The: Key Facts
Summary 2 Procter & Gamble Co, The: Operational Indicators
Summary 3 Procter & Gamble Co, The: 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 4 Research Sources
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