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.
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.
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The Retail Tissue in Kenya market research report includes:
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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.
RETAIL TISSUE IN KENYA
LIST OF CONTENTS AND TABLES
Table 1 Retail Sales of Tissue by Category: Value 2009-2014
Table 2 Retail Sales of Tissue by Category: % Value Growth 2009-2014
Table 3 NBO Company Shares of Retail Tissue: % Value 2010-2014
Table 4 LBN Brand Shares of Retail Tissue: % Value 2011-2014
Table 5 Forecast Retail Sales of Tissue by Category: Value 2014-2019
Table 6 Forecast Retail Sales of Tissue by Category: % Value Growth 2014-2019
Chandaria Industries Ltd in Tissue and Hygiene (kenya)
Summary 1 Chandaria Industries Ltd: Key Facts
Summary 2 Chandaria Industries Ltd: Competitive Position 2014
Expanding Mid-income Group Fuels Growth
Limited Interest in Most Product Areas
Leaders Lose Share As Competition Intensifies
Supermarkets and Hypermarkets Continue To Gain Share
Stronger Growth Ahead for Forecast Period
Table 7 Birth Rates 2009-2014
Table 8 Infant Population 2009-2014
Table 9 Female Population by Age 2009-2014
Table 10 Total Population by Age 2009-2014
Table 11 Households 2009-2014
Table 12 Forecast Infant Population 2014-2019
Table 13 Forecast Female Population by Age 2014-2019
Table 14 Forecast Total Population by Age 2014-2019
Table 15 Forecast Households 2014-2019
Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2009-2014
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2009-2014
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2010-2014
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2011-2014
Table 20 Distribution of Retail Tissue and Hygiene by Format: % Value 2009-2014
Table 21 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2014
Table 22 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Summary 3 Research Sources
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