Due to Covid-19 and increased hygiene awareness, there has been a significant increase in demand for laundry services.
Laundry care had not been a particularly vital feature of many customers’ lives in Kenya before to the establishment of COVID-19, resulting in consistent demand for the category. Since the start of the pandemic, Kenyans have become more concerned about all areas of personal cleanliness, including more regular laundry washing, in an effort to keep the virus at bay.
Dominant Detergents and Hand Wash Detergent Record Highest Volume Growth Rates in Laundry Care
Despite the fact that all aspects of laundry care have seen an increase in demand as a result of the pandemic and more severe cleaning routines, bar detergents and hand wash detergents continue to lead the category, with the most significant volume growth rates in 2020. This is because they are more affordable to the general public, especially as the ownership rate of washing machines in Kenya has remained relatively low despite increased penetration.
Product Launches to Ensure Brands Maintain their share in Increasingly Competitive Landscape
Unilever and local distributor Hasbah Kenya Ltd (for The Procter & Gamble Co) dominated the competitive landscape of laundry care in Kenya in 2020, with their respective brands Sunlight, Omo, and Ariel commanding share. International brands have a strong brand legacy and operate through well-defined distribution channels, resulting in increased product visibility and availability in both modern and traditional outlets throughout the country.
For inquiries on commercial laundry equipment please contact us at 0706 606 072 orinfo@hensonlaundry.com or visit our showroom at Ananas Centre, Westlands.
Source: Euromonitor
