Sanitary Protection in Kenya
Proctor & Gamble remained the dominant player in sanitary protection in 2014, with a value share of 64%. This was chiefly due to the company supporting its Always brand with aggressive marketing, particularly targeting teenage girls, including TV advertising. The company also benefits from its participation in the Always Keeping Girls in School campaign and from providing feminine hygiene education and free samples in schools. Proctor & Gamble also benefits from strong new product development in this area, for example launching Always Platinum targeting mid- to high-income urban women in 2013.
Sanitary protection is expected to move further into the mainstream in the forecast period. This will be partly thanks to strong government and company initiatives, particularly from Proctor & Gamble, with these being extensively covered in the country's media. Consumers are becoming increasingly aware of the hygiene and comfort benefits offered by sanitary protection, while urbanisation and rising disposable income levels are also expected to broaden the use of these products. By the end of the forecast period, the majority of women could well be using sanitary protection.
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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- What is the market size of Sanitary Protection in Kenya?
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Only around 30-40% of adult women in Kenya use sanitary protection, with most alternatives such as cotton wool, recycled clothing, sponges or toilet paper. These alternatives are considerably more affordable and also have an entrenched popularity and tradition in the country, with their use thus not being confined solely to low-income consumers. There is however a growing focus on enabling women to use sanitary protection, with a particular focus on schoolgirls due to the propensity for many to miss out on education during menstruation.
SANITARY PROTECTION IN KENYA
LIST OF CONTENTS AND TABLES
Table 1 Retail Sales of Sanitary Protection by Category: Value 2009-2014
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2009-2014
Table 3 NBO Company Shares of Retail Sanitary Protection: % Value 2010-2014
Table 4 LBN Brand Shares of Retail Sanitary Protection: % Value 2011-2014
Table 5 Forecast Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 6 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Procter & Gamble Co, the in Tissue and Hygiene (kenya)
Summary 1 Procter & Gamble Co, The: Key Facts
Summary 2 Procter & Gamble Co, The: 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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