Sanitary Protection in Kenya

Mar 27, 2015 - Euromonitor International - 19 pages - USD $900
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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.

Competitive Landscape

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.

Industry Prospects

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.

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
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  • Track key industry trends, opportunities and threats
  • 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.