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Softcare Expands Access through Affordable Pricing and Wide Distribution
Tissue and hygiene in Kenya demonstrated strong appeal, outpacing many African peers with robust value sales growth and clear momentum for continued expansion. This growth was driven by a rapidly expanding and youthful population, ongoing urbanisation and improved purchasing power. Expansion was supported by heightened demand for affordable, practical and convenient solutions. The landscape is growing increasingly competitive and fragmented as leading players respond with local production, multi-channel strategies and targeted innovation in areas such as adult incontinence, menstrual care, and digitally enabled access. Affordability remains critical, though brands that incorporate sustainability, ergonomic design and digital engagement are best positioned to capture emerging opportunities. To succeed, companies must tailor formats and pricing to local incomes whilst prioritising cost-efficient distribution. They should also invest in digital infrastructure and align with the evolving values of Kenya’s younger, urbanised consumer base.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Kenya report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tissue and Hygiene in Kenya?
- Which are the leading brands in Tissue and Hygiene in Kenya?
- How are products distributed in Tissue and Hygiene in Kenya?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Kenya
Softcare Expands Access through Affordable Pricing and Wide Distribution
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Softcare Expands Access through Affordable Pricing and Wide Distribution
Chart 2 Sunda's Softcare: Accessibility and Inclusive Growth
Tena Drives User-Centric Innovation for Convenient Adult Care
Chart 3 Tena Best Illustrates the Convenience Trend in the Kenyan Retail Adult Incontinencee Market
Digital Platforms Are Fuelling Accessibility and Convenience
Chart 4 Jumia_Kenya.Png
Chart 5 Value Sales of Tissue and Hygiene 2020-2030
Chart 6 Value Sales of Tissue and Hygiene by Category 2025
E-Commerce and Digital Strategies Set to Unlock New Demand through Urban and Rural Access
Affordability and Sustainability Expected to Shape Future Product Preferences
Chart 7 Analyst Insight for Tissue and Hygiene
Chart 8 Forecast Value Sales of Tissue and Hygiene 2020-2030
Chart 9 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030
Leading Players Strengthen Position through Innovation and Wide Access
Chart 10 Company Shares of Tissue and Hygiene 2025
Chart 11 Brand Shares of Tissue and Hygiene 2025
Supermarkets Expand Reach by Leveraging Bulk Buying and Promotions
Digital Channels Show Steady but Moderate Expansion
Chart 12 Retail Channels for Tissue and Hygiene 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Kenya
Key Data Insights
Chandaria Industries Secures Institutional Buyers by Championing Affordability
Chart 20 Key Industry Trends Away-from-Home
Chandaria Industries Secures Institutional Buyers by Championing Affordability
Chart 21 Chandaria Industries Ltd: a Local Example Illustrating Affordability in Afh
Kim-Fay East Africa Wins Contracts by Leading on Eco-Packaging
Chart 22 Kim-Fay East Africa Illustrates Sustainability in Afh Tissue and Hygiene
Chart 23 Value Sales of Away-from-Home 2020-2030
Chart 24 Value Sales of Away-from-Home by Category 2025
Hotels and Foodservice Poised to Capture Tourism Demand
Sustainability Increasingly Defines Procurement Decisions
Chart 25 Analyst Insight for Away-from-Home
Chart 26 Forecast Value Sales of Away-from-Home 2020-2030
Chart 27 Forecast Value Sales of Away-from-Home by Category 2025-2030
Hotels and Restaurants Fuel Bulk Demand for Washroom Supplies
Chart 28 Retail Channels for Away-from-Home 2020-2025
Chart 29 Economic Context for Away-from-Home
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Away-from-Home
Chart 33 Population 2020-2030
Chart 34 Consumer Expenditure 2020-2030
Chart 35 Population by Generation 2025
Retail Adult Incontinence in Kenya
Key Data Insights
Velvex Expands Affordable Access, Driving Demand among Low-Income Households
Chart 36 Key Industry Trends for Retail Adult Incontinence
Velvex Expands Affordable Access, Driving Demand among Low-Income Households
Chart 37 Velvex Stands Out for Its Economical Positioning
Tena Leverages Product Innovation and Convenience to Win Active Users
Chart 38 Tena Best Illustrates the Convenience Trend in the Kenyan Retail Adult Incontinencee Market
Macrocare and Digital Platforms Reshape Purchasing through Home Delivery
Chart 39 Macrocare.Jpg
Chart 40 Value Sales of Retail Adult Incontinence 2020-2030
Chart 41 Volume Sales of Retail Adult Incontinence 2020-2030
Chart 42 Value Sales of Retail Adult Incontinence by Category 2025
Supermarkets and E-Commerce Set to Widen Reach as Older Shoppers Drive Expansion
Price Sensitivity Will Continue to Shape Brand Strategies through 2030
Chart 43 Analyst Insight for Retail Adult Incontinence
Chart 44 Forecast Value Sales of Retail Adult Incontinence 2020-2030
Chart 45 Forecast Value Sales of Retail Adult Incontinence by Category 2025-2030
Orange Pharma Sustains Dominance as Rivals Narrow the Gap
Chart 46 Company Shares of Retail Adult Incontinence 2025
Chart 47 Brand Shares of Retail Adult Incontinence 2025
Supermarkets Capture Shoppers with Reach and Promotions
E-Commerce Share Declines as Privacy-Conscious Shoppers Shift Away
Chart 48 Retail Channels for Retail Adult Incontinence 2020-2025
Chart 49 Economic Context for Retail Adult Incontinence
Chart 50 Real Gdp Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Retail Adult Incontinence
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Nappies/Diapers/Pants in Kenya
Key Data Insights
Sunda’S Bulk Packs Widen Access and Drive Value-Led Growth
Chart 56 Key Industry Trends for Nappies/Diapers/Pants
Sunda’S Bulk Packs Widen Access and Drive Value-Led Growth
Chart 57 Sunda's Softcare: Accessibility and Inclusive Growth
Nappies/Diapers Leads as Premiumisation Gains Momentum
Chart 58 Pampers: Benchmark in the Premium Segment in Kenya
Huggies Inspires Eco-Conscious Purchasing with Recycled Packaging and Plant-Based Materials
Chart 59 Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 60 Volume Sales of Nappies/Diapers/Pants 2020-2030
Chart 61 Value Sales of Nappies/Diapers/Pants by Category 2025
Local Brands Set to Expand Affordable Offerings as Urban Consumers Fuel Premiumisation
Sustainable Product Innovation Is Gaining Trust among Urban Families
Chart 62 Analyst Insight for Nappies/Diapers/Pants
Chart 63 Forecast Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 64 Forecast Value Sales of Nappies/Diapers/Pants by Category 2025-2030
Molfix Expands Reach with Value-Driven Innovation and Broad Access
Chart 65 Company Shares of Nappies/Diapers/Pants 2025
Chart 66 Brand Shares of Nappies/Diapers/Pants 2025
Supermarkets Attract Parents with Convenience and Frequent Promotions
Chart 67 Retail Channels for Nappies/Diapers/Pants 2020-2025
Chart 68 Economic Context for Nappies/Diapers/Pants
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Nappies/Diapers/Pants
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Menstrual Care in Kenya
Key Data Insights
Surging Demand Fuelled by Broader Access Pointsi Would Allude to the Trend Here
Chart 75 Key Industry Trends for Menstrual Care
Surging Demand Fuelled by Broader Access Pointsi Would Allude to the Trend Here
Chart 76 African Cotton Industries Ltd: Making Menstrual Care Products Accessible
Jumia Kenya Boosts Digital Access and Expands Consumer Reach
Chart 77 Jumia Kenya: a Digital Showcase for Menstrual Care
Hasbah Kenya Expands Inclusion with Tailored Product Innovation
Chart 78 Value Sales of Menstrual Care 2020-2030
Chart 79 Volume Sales of Menstrual Care 2020-2030
Chart 80 Value Sales of Menstrual Care by Category 2025
Government and Ngo Programmes Expand Rural Access and Stimulate Demand
Towels to Remain Dominant Format through 2030
Chart 81 Analyst Insight for Menstrual Care
E-Commerce and Inclusive Campaigns Set To Reshape Brand Strategies and Consumer Engagement
Chart 82 Forecast Value Sales of Menstrual Care 2020-2030
Chart 83 Forecast Value Sales of Menstrual Care by Category 2025-2030
Hasbah Kenya Maintains Lead Despite Eroding Market Share
Procter & Gamble Partnership Secures Hasbah's Leading Position
Chart 84 Brand Shares of Menstrual Care 2025
Small Local Grocers Lead Menstrual Care as E-Commerce Offers Convenience
Chart 85 Retail Channels for Menstrual Care 2020-2025
Chart 86 Economic Context for Menstrual Care
Chart 87 Real Gdp Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Menstrual Care
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Wipes in Kenya
Key Data Insights
Pampers Expands Reach through Affordability and Multi-Channel Presence
Chart 93 Key Industry Trends for Wipes
Pampers Expands Reach through Affordability and Multi-Channel Presence
Chart 94 Pampers Reflects Accessibility of Wipes in Kenya
Huggies Leverages E-Commerce to Boost Household Access and Volume Sales
Chart 95 Huggies Wipes
Pampers Aqua Pure Drives Clean Wellness and Product Differentiation
Chart 96 Pampers Aqua Pure Illustrates the Clean Wellness Trend for Wipes in Kenya
Chart 97 Value Sales of Wipes 2020-2030
Chart 98 Value Sales of Wipes by Category 2025
Urbanisation and Affordability Will Drive Market Expansion
Biodegradable Innovations and New Pack Formats to Shape Premium Appeal
Chart 99 Analyst Insight for Wipes
Chart 100 Forecast Value Sales of Wipes 2020-2030
Chart 101 Forecast Value Sales of Wipes by Category 2025-2030
Hasbah Kenya Leverages Distribution to Retain Leadership
Chart 102 Company Shares of Wipes 2025
Chart 103 Brand Shares of Wipes 2025
Health and Beauty Specialists Earn Consumer Trust with Expert Guidance
Retail E-Commerce Accelerates as Urban Shoppers Seek Convenience
Chart 104 Retail Channels for Wipes 2020-2025
Chart 105 Economic Context for Wipes
Chart 106 Real Gdp Growth 2020-2030
Chart 107 Inflation 2020-2030
Chart 108 Consumer Context for Wipes
Chart 109 Population 2020-2030
Chart 110 Consumer Expenditure 2020-2030
Chart 111 Population by Generation 2025
Retail Tissue in Kenya
Key Data Insights
Price Sensitivity and Resilience Define Kenya’S Retail Tissue Performance
Chart 112 Key Industry Trends for Retail Tissue
Price Sensitivity and Resilience Define Kenya’S Retail Tissue Performance
Chart 113 Bora Brand Illustrates Affordability
Kim Fay East Africa Cuts Plastic and Launches Refill Trials
Chart 114 Kim Fay East Africa: the Local Alternative Example Illustrating Sustainability
Chart 115 Value Sales of Retail Tissue 2020-2030
Chart 116 Volume Sales of Retail Tissue 2020-2030
Chart 117 Value Sales of Retail Tissue by Category 2025
Retail Tissue Is Set to Sustain Healthy Growth through to 2030
Toilet Paper Is Expected to Drive Growth through Population Habits and Differentiation
Chart 118 Analyst Insight for Retail Tissue
Chart 119 Forecast Value Sales of Retail Tissue 2020-2030
Chart 120 Forecast Value Sales of Retail Tissue by Category 2025-2030
Chandaria Industries Leverages Local Production to Sustain Leadership
Chart 121 Company Shares of Retail Tissue 2025
Chart 122 Brand Shares of Retail Tissue 2025
Offline Retail Claims the Lions Share in Retail Tissue
Chart 123 Retail Channels for Retail Tissue 2020-2025
Chart 124 Economic Context for Retail Tissue
Chart 125 Real Gdp Growth 2020-2030
Chart 126 Inflation 2020-2030
Chart 127 Consumer Context for Retail Tissue
Chart 128 Population 2020-2030
Chart 129 Consumer Expenditure 2020-2030
Chart 130 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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