Dishwashing in Kenya

February 2025

Hand dishwashing products remain dominant in Kenya due to their affordability and ease of access, plus the fact only 3% of households had dishwashers as of 2024. The growth of hand dishwashing in 2024 reflects the increased stability of the Kenyan economy, the rise in disposable incomes and the country’s rapidly expanding population. Additionally, these products are perceived to be gentler on the hands and skin and cheaper than powder detergents, tablets, pastes and even bar soaps Despite many h

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Overview:

Understand the latest market trends and future growth opportunities for the Dishwashing 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.

If you're in the Dishwashing 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 Dishwashing 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 Dishwashing in Kenya?
  • Which are the leading brands in Dishwashing in Kenya?
  • How are products distributed in Dishwashing 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 Dishwashing products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Dishwashing in Kenya - Category analysis

KEY DATA FINDINGS

Hand dishwashing products still dominate the market with promotions helping to stimulate demand
Home-based businesses gain traction due to product affordability.
Financial pressures force players to respond with value offerings
Increasing machine penetration to drive automatic dishwashing products
Multi-purpose alternatives to entice budget-constrained consumers
Sustainability concerns could open up the market to eco-friendly dishwashing products
Table 1 Household Possession of Dishwashers 2019-2024
Table 2 Sales of Dishwashing by Category: Value 2019-2024
Table 3 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 5 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 6 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 7 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029

Home Care in Kenya - Industry Overview

Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments.
What next for home care?
Table 8 Households 2019-2024
Table 9 Sales of Home Care by Category: Value 2019-2024
Table 10 Sales of Home Care by Category: % Value Growth 2019-2024
Table 11 NBO Company Shares of Home Care: % Value 2020-2024
Table 12 LBN Brand Shares of Home Care: % Value 2021-2024
Table 13 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 14 Distribution of Home Care by Format: % Value 2019-2024
Table 15 Distribution of Home Care by Format and Category: % Value 2024
Table 16 Forecast Sales of Home Care by Category: Value 2024-2029
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2024-2029

DISCLAIMER

Summary 1 Research Sources
The following categories and subcategories are included:

Dishwashing

      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
    • Dishwashing Additives
  • Hand Dishwashing

Dishwashing

This is the aggregation of hand and automatic dishwashing products and dishwashing additives.

See all of our definitions
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Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This report originates from Passport, our Dishwashing research and analysis database.

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