The population of Kenya is predicted to increase by 31.3%, due to changes in net migration and natural change, standing at a total of 74.1 million citizens by 2040. The birth rate in Kenya is anticipated to fall between 2024 and 2040. By 2040, young adults (aged 18-29) will make up the largest cohort of the population. Generational cohorts in Kenya will continue to influence consumer expenditure based on their specific purchasing habits and unique demands.

Value sales of menstrual care increased notably in 2024, primarily driven by improved affordability and enhanced functionality of standard towels. Consequently, standard towels emerged as the largest category within menstrual care during the year. Subsidised production significantly contributed to growth, directly addressing affordability challenges previously faced by approximately 67% of women and girls who could not purchase menstrual products. Standard towels with wings proved particularly d

Value sales of wipes increased notably in 2024, primarily driven by robust growth in baby wipes, the sole wipes category available in Kenya. This increase was underpinned by rising disposable incomes among affluent consumers, who demonstrated a strong preference for premium products catering to their babies' skincare needs. Baby wipes benefited from higher consumer awareness about hygiene and skin health, coupled with a growing reputation for multifunctional use, including cosmetic and general h

Value sales of nappies/diapers/pants experienced notable growth in 2024, driven primarily by manufacturers' strategic focus on providing value-for-money products. This growth coincided with the increasing adoption of disposable nappies in Kenya, as traditional alternatives such as cloth nappies continued to decline in popularity. The largest category in 2024 was newborn nappies/diapers, benefiting significantly from Kenya's rising birth rates and a shift in parental preferences towards using nap

Sales of tissue and hygiene in Kenya rose notably in value terms in 2024, driven primarily by robust consumer demand and increased adoption of disposable hygiene products. In volume terms, the market also experienced moderate growth, driven by continued urbanisation, higher disposable incomes, and the shift away from traditional hygiene products towards disposable alternatives. Eco-friendliness and sustainability emerged as key regulatory and consumer priorities, prompting significant investment

Value sales of away-from-home tissue increased significantly in 2024, driven primarily by the growing urban development and expanding tourism sector, which heightened demand for away-from-home products, particularly away-from-home toilet paper. Away-from-home toilet paper was the largest category, benefiting substantially from Kenya’s thriving tourism industry, which necessitated increased procurement by hotels and hospitality establishments. Napkins emerged as the most dynamic category however,

Value sales of retail tissue rose substantially in 2024, driven primarily by the robust performance of toilet paper, which remained the largest category within retail tissue. Toilet paper’s dominance was sustained by increasing urbanisation, improved sanitation awareness, and a preference shift away from traditional alternatives. Paper towels, however, emerged as the most dynamic category in 2024, showing particularly strong growth driven by consumers' growing appreciation for their multifunctio

Value sales of retail adult incontinence increased moderately in 2024, reflecting growth from a relatively small market base. Despite expanding awareness, adult incontinence remains relatively unknown in Kenya, with persistent social stigma influencing consumer perceptions and adoption. Moderate/heavy adult incontinence products dominated the category, showing the strongest growth due to their exclusivity in the local market. Consumers needing lighter protection typically resorted to alternative

Shoe polish dominates sales of polishes in Kenya. These products remained widely used in the country by consumers in all socioeconomic groups. Kenya is regarded as a “walking nation", in the sense that a large number of citizens travel on foot. Supported by population growth, this factor continued to drive demand for shoe polish in the country in 2024. Nonetheless, shoe polish saw slower growth in retail volume terms in 2024 compared to the review period average. This was because more consumers

Multi-purpose cleaners was the most dynamic category in surface in 2024 in current value and retail volume terms. With growing awareness around hygiene and cleanliness in the post-pandemic era, Kenyan households have shown an increased preference for versatile cleaning products that can be used across various surfaces.

Bleach saw strong growth in retail volume and current value terms in 2024 with Reckitt Benckiser East Africa Ltd’s Jik brand remaining the clear leader in terms of value share. The strong growth being seen in bleach is, however, attracting new players and new products into the market. For example, in 2024 Omo launched a new lavender-scented bleach into the Kenyan market, aiming to stay ahead of the competition by combining innovation with a strong focus on the growing consumer preference for mor

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

The home care market in Kenya continues to demonstrate resilience amidst economic challenges including high inflation. In 2024, home care saw more modest growth in volume terms as consumers prioritised essential cleaning products. Urbanisation, increased hygiene awareness, and innovations in product formulations all supported growth in home care in 2024. Key categories such as toilet care, surface care, and bleach continued to be viewed as everyday necessities in many households. Additionally, t

Pwani Oil has introduced an upgraded version of its Ushindi Multipurpose Bar Soap in 2024 in response to the increasing consumer demand for laundry care solutions in Kenya. The company has been able to reformulate its line of bar detergents with advanced enzyme technology, improving its stain removal capabilities, durability, and its gentleness on hands, without raising its price. This innovation eliminates the need to use both bar detergents and powder detergents, thereby offering a more cost-e

Candle air fresheners is still a niche area of the market in Kenya but these products are becoming more popular due to their dual function as both decorative items and air care products. Consumers are becoming increasingly drawn to products that provide a long-lasting fragrance while also enhancing the ambiance of their homes?. Candle air fresheners are also perceived to be safer in terms of the ingredients and are also perceived to be more environmentally friendly. The popularity of candle air

Rim blocks and toilet liquids/foam are the most popular products in the toilet care category in Kenya.

Urbanisation has led to an increase in the populations of towns and cities in Kenya which in turn has led to congestion and overcrowding. This has supported the movement of pests from household to household, thereby fostering increased demand for home insecticides in these urban areas. As consumers have looked for ways to keep their homes and surroundings free from insects, they have sought out modern and effective types of home insecticides. This trend is expected to continue developing as urba

Bottled water registered healthy volume growth in Kenya in 2024. Bottled water is seen as a necessity, as there is limited access to safe drinking water in many parts of the country, and this continued to support volume sales. As such, still bottled accounted for most volume sales and also registered the highest volume growth, as it is used for several functions, including washing food, as well as hydration. That being said, there is also growing demand for more premium offerings. Though still n

There was muted volume growth for concentrates in Kenya in 2024. Concentrates is a mature product area, with little innovation, and this dampened volume sales. Also, though inflation has eased, consumers continued to be price sensitive after several years of price hikes. As a result, consumers purchased smaller sizes, as they looked to reduce their financial outlay. The product area also continued to be dominated by liquid concentrate.

In terms of carbonates in Kenya, though inflation eased in 2024, consumers continued to be price sensitive after several years of price hikes. As such, many consumers bought smaller pack sizes to reduce the financial outlay. There was also a degree of trading down to cheaper options. Brands mitigated this by offering discounts and promotions.

Overall, soft drinks in Kenya registered healthy volume growth in 2024.

Although its volume sales are relatively low, energy drinks outperformed other soft drinks in Kenya in 2024. While this is partly because consumption is growing from a lower base, it is also benefitting from people leading busy lifestyles, who need a quick pick-me-up. Also, while still niche, there is a growing preference for energy drinks with reduced sugar content or natural sweeteners, as well as those that include functional benefits like added vitamins or electrolytes.

Overall, juice in Kenya registered muted volume growth in 2024. Though inflation eased, consumers continued to be price sensitive after several years of price hikes. This saw consumers opt for smaller pack sizes, in order to reduce the financial outlay. Many brands had to raise prices by 5-15% to cover higher costs for raw materials and packaging. This also led to private label gaining some traction among consumers with supermarket retailers such as Quickmart and Naivas offering private label fr

Overall, hot drinks in Kenya registered healthy current value and volume growth in 2024, with a growing economy, as well as continuing growing population, supporting sales.