Retail Tissue in Kenya

Mar 27, 2015 - Euromonitor International - 20 pages - USD $900
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There was a growing focus on hygiene in Kenya during the review period, with this being encouraged by a number of trends including urbanisation and rising adult literacy rates. Strong hygiene education campaigns by the government are also increasing consumers' focus on this area. This trend meanwhile encouraged a growing number of households to buy toilet paper, rather than relying on the use of water for cleaning themselves after using the toilet. The use of toilet paper is also being encouraged by a growing household penetration for flush toilets, with these present in almost 20% of households in 2014, up from just 16% share in 2009. However, sales of toilet paper continue to be considerably stronger in urban areas, with this linked to more traditional attitudes and lower-income levels among rural consumers.

Competitive Landscape

Chandaria Industries dominated sales of retail tissue throughout the review period and accounted for 61% value share in 2014. This company benefits from its strong domestic production, which enables it to keep costs low and to ensure a wide distribution reach. The company also benefits from offering a wide range of prices. While the company's flagship Velvex brand offers high quality and an upper-mid-priced to premium positioning, the company also offers the premium brand Nice 'n' Soft and economy brand Soft 'n' White. These brands benefit from a longstanding presence and from strong consumer trust.

Industry Prospects

Toilet paper is expected to benefit from a widening uptake in the forecast period. This will be linked to ongoing growth in disposable income levels but will be mainly driven by a stronger focus on hygiene, with a growing number of consumers thus using toilet paper. This trend will also be supported by an ongoing rise in the household penetration of flush toilets to almost 25% of households by the end of the forecast period. Thanks to ongoing consumer education campaigns focused on hygiene, more rural consumers in particular are expected to begin to buy toilet paper in the forecast period.

Report Overview

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.

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 Retail Tissue industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue 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 Retail Tissue in Kenya?
  • What are the major brands in Kenya?
  • What is the performance of pocket handkerchiefs vs boxed facial tissues?
  • What are the key new product launches in the tissues market?
Reasons to Get this Report
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  • Inform your marketing, brand, strategy and market development, sales and supply functions

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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.