Euromonitor International’s “Tissue and Hygiene in Kenya” is now available at ReportsnReports.com.

1. Tissue and Hygiene in Kenya
Report Summary
Growing middle class remain the core of future growth
Kenya’s middle class is growing at a fast rate and this growth is set to be the main engine and indicator
of economic prosperity in the country during the forecast period. As Kenya emerges from an era of
huge income disparity—the gap between the rich and the poor in Kenya has traditionally been among
the highest in the world—the rise of the middle class is likely to bode well for the country’s economy.
Kenya is a country where over 50% of the population lives below the UN threshold of poverty,
subsisting on less than US$1 a day, and over 75% live on less than US$2 a day. Meanwhile, Kenya has a
large population of wealthy urban professionals. The growth of the middle class will definitely boost
business and the overall economy in Kenya during the forecast period.
Rebounding Kenyan economy
The Kenyan economy is on the rebound from the major shock it suffered during 2008 and 2009. The
effects of post-election violence which hit the country in 2008 have been far reaching, with travel and
tourism, the country’s leading source of foreign exchange, taking a direct hit due to adverse travel
advisories. This situation changed in 2010 and it is estimated that 2011 will turn out to be the best year
yet for travel and tourism in Kenya. Furthermore, with the global economy largely on the rebound, and
the country by and large shielded from Europe’s sovereign debt crisis in many ways, although the
country’s travel and tourism industry may feel the negative effects of its high exposure to the
European debt crisis as the UK is Kenya’s leading source of inbound tourist arrivals, constituting 16% of
total inbound arrivals in 2010. However, when all indicators and factors are taken into consideration,
the Kenyan economy is in much better shape than it was 2-3 years ago.
Soaring cost of living due to economic factors
The cost of living in Kenya is rising, driven by the declining exchange value of the Kenyan shilling. The
shilling has lost over 20% of its value against the all major world currencies since the beginning of
2011. This loss in exchange value is having a negative effect across the country, which is a net importer
and depends largely on foreign currency. The currency shock has had an impact on the domestic price
of fuel, which is now at KES117 per litre, the highest it has ever been, and this has had a far reaching
impact on the cost of production, transport, manufacturing and everyday life. Recent drought
conditions have also caused an increase in the cost of electricity as over 85% of the country’s electricity
is generated in hydro-electric dams, with the electricity supply now having tripled in some areas of the
country. This has made life very expensive in Kenya and many products, especially in packaged food,
have risen dramatically in price, by as high as 30% in some cases.

2. 2012 election to shape economics in the next year
2012 is an election year and is particularly significant because it is the first under the new constitution,
promulgated in August 2010. The new constitution has completely changed Kenya’s political
landscape, with new positions created and the governance structure shaken up considerably.
Furthermore, the current president, Mwai Kibaki, is constitutionally required to step down, having
already served two terms. The transition of power in the new dispensation is unprecedented and how
the scenario will play out remains to be seen. Memories of 2008 are still fresh in people’s minds and
the world will be watching keenly to see how events will unfold in Kenya during 2012 and 2013.
Accelerating growth expected in the forecast period
Forecast growth for Kenya Tissue & Hygiene market is expected to outperform review period’s
performance. The main factor will be the rising disposable income and development of modern
retailers in Kenya that will make tissue and hygiene products more accessible and visible to the
growing middle class. As a result, sanitary protection should be one of the best performers on the back
of better awareness among the younger generations and increasing need for convenience.
TABLE OF CONTENTS
Tissue and Hygiene in Kenya - Industry Overview
EXECUTIVE SUMMARY
Growing middle class remain the core of future growth
Rebounding Kenyan economy
Soaring cost of living due to economic factors
2012 election to shape economics in the next year
Accelerating growth expected in the forecast period
MARKET INDICATORS
Table 1 Birth Rates 2005-2010
Table 2 Infant Population 2005-2010
Table 3 Female Population by Age 2005-2010
Table 4 Total Population by Age 2005-2010
Table 5 Households 2005-2010
Table 6 Forecast Infant Population 2010-2015
Table 7 Forecast Female Population by Age 2010-2015
Table 8 Forecast Total Population by Age 2010-2015
Table 9 Forecast Households 2010-2015
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2005-2010
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2005-2010
Table 12 Tissue and Hygiene Retail Company Shares 2006-2010
Table 13 Tissue and Hygiene Retail Brand Shares 2007-2010
Table 14 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2005-2010
Table 15 Retail Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis 2009

3. Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2010-2015
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2010-2015
DEFINITIONS
Summary 1 Research Sources
Tissue and Hygiene in Kenya - Company Profiles
African Cotton Industries Ltd in Tissue and Hygiene (Kenya)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 African Cotton Industries Ltd: Competitive Position 2010
Chandaria Industries Ltd in Tissue and Hygiene (Kenya)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Chandaria Industries: Competitive Position 2010
Away-From-Home Tissue and Hygiene in Kenya - Category Analysis
HEADLINES
TRENDS
Demand for away-from-home tissue and hygiene in Kenya during 2010 was boosted by the economic
recovery and rising tourism flows inbound. Value growth rose significantly to 11% as a result of higher
demand from horeca outlets and also rising unit prices.
COMPETITIVE LANDSCAPE
Away-from-home tissue and hygiene in Kenya is very fragmented, although Chandaria Industries Ltd is
considered to be a significant player and has expanded its product portfolio in the category. The
company benefits from its well-established distribution network, which allows it to reach a large
number of business clients as well as retailers.
PROSPECTS
Growth in away-from-home tissue and hygiene in Kenya over the forecast period is expected to be
higher than the growth sustained over the review period, rising in constant value at a CAGR of 3%. The
main driver of growth will be the favourable performance expected in Kenya’s travel and tourism
industry and the commitment of the Kenyan Government to support the industry in the future.
CATEGORY DATA
Table 18 Away-From-Home Sales of Tissue and Hygiene by Sector: Value 2005-2010
Table 19 Away-From-Home Sales of Tissue and Hygiene by Sector: % Value Growth 2005-2010
Table 20 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: % Analysis 2005-2010
Table 21 Away-From-Home Sales of Tissue and Hygiene by Sector and Distribution Format: % Analysis

4. 2009
Table 22 Forecast Away-From-Home Sales of Tissue and Hygiene by Sector: Value 2010-2015
Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Sector: % Value Growth 2010-2015
Cotton Wool/Buds/Pads in Kenya - Category Analysis
HEADLINES
TRENDS
Cotton is the main ingredient in the manufacture of products in cotton wool/buds/pads and the
commodity price of cotton at a global level, which is entirely imported into Kenya, increased sharply in
2010, leading to unit price increases across the category during the year.
COMPETITIVE LANDSCAPE
African Cotton Industries dominates cotton wool/buds/pads in Kenya with the popularity of its well-
known Dove and Tender Care brands allowing it to control 60% of total value sales in the category.
Dove and Tender Care are both very well known and trusted brands in Kenya, which is the main factor
in the ongoing success of African Cotton Industries in cotton wool/buds/pads.
PROSPECTS
Over the forecast period, volume and value growth in cotton wool/buds/pads is set to accelerate, with
growth expected to be higher than over the review period as increases are anticipated in both unit
prices and demand. Companies will continue to expand their product ranges and imported products
will sustain competition in the category throughout the forecast period. Furthermore, Kenyan
consumers will increasingly demand cotton wool/buds/pads for beauty care purposes as the need for
convenience rises.
CATEGORY DATA
Table 24 Retail Sales of Cotton Wool/Buds/Pads: Value 2005-2010
Table 25 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2005-2010
Table 26 Cotton Wool/Buds/Pads Retail Company Shares 2006-2010
Table 27 Cotton Wool/Buds/Pads Retail Brand Shares 2007-2010
Table 28 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2010-2015
Table 29 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2010-2015
Incontinence in Kenya - Category Analysis
HEADLINES
TRENDS
Sales of incontinence products remained virtually negligible during 2010. Adult incontinence remains a
taboo subject in Kenya and as such the demand and usage of incontinence products in the country is
very difficult to measure. The awareness of incontinence products is extremely low in Kenya.
COMPETITIVE LANDSCAPE
Incontinence products in Kenya is a very underdeveloped category and, as such, only a minimal
number of players are present, typically leading multinationals with their international brands, all of
which are imported. These products are available in only a few supermarkets/hypermarkets such as
Nakumatt. Among the brands which are available, the most common are Dypers Adina, Impex of Doral,
Sani Care by Amir Paper Products Ltd and Tena by SCA Hygiene Products.

5. PROSPECTS
Kenyan consumers are expected to become more accustomed to incontinence over the forecast
period, albeit very slowly and somewhat reluctantly. More specifically, it is light incontinence products
which will become more popular as these products cater to the light incontinence problems which
affect mainly women and which can become apparent at a relatively early age. The presence of such
products in supermarkets/hypermarkets should also help increase product visibility and as a result
constant value sales are expected to increase at a CAGR of 1% over the forecast period, faster than the
static constant value growth recorded over the review period as the average unit price of incontinence
products decreased, leading to higher numbers of consumers using incontinence products.
CATEGORY DATA
Table 30 Retail Sales of Incontinence by Category: Value 2005-2010
Table 31 Retail Sales of Incontinence by Category: % Value Growth 2005-2010
Table 32 Forecast Retail Sales of Incontinence by Category: Value 2010-2015
Table 33 Forecast Retail Sales of Incontinence by Category: % Value Growth 2010-2015
Nappies/Diapers/Pants in Kenya - Category Analysis
HEADLINES
TRENDS
Nappies/diapers/pants continues to benefit from Kenya’s recent baby boom, which saw almost twenty
thousand new live births in 2010 being born in the last year. Official statistics estimate that over half
the Kenyan population is now under the age of 18, and with infant mortality dropping rapidly as
Kenyans have better access to healthcare, that figure is likely to rise even higher during the forecast
period.
COMPETITIVE LANDSCAPE
The Procter & Gamble Company led nappies/diapers/pants in Kenya during 2010 with a 61% value
share. Procter & Gamble’s Pampers is a well-known and trusted brand which has been present in
Kenya for a long time. The company also carries out several different marketing campaigns across
Kenya, encompassing television, radio and the print media. This advertising has been a major factor in
elevating the profile of Procter & Gamble and Pampers significantly.
PROSPECTS
Nappies/diapers/pants is likely to continue increasing in value and volume over the forecast period,
with increasing numbers of Kenyan mothers moving away from cloth nappies towards the convenience
and ease of nappies/diapers/pants. One of the major challenges surrounding the use of
nappies/diapers is the disposal of used nappies/diapers, with many Kenyan mothers simply tossing
them in the rubbish bin or pit latrines. It remains to be seen how diaper disposal will develop in Kenya
in the future.
CATEGORY DATA
Table 34 Retail Sales of Nappies/Diapers/Pants by Category: Value 2005-2010
Table 35 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2005-2010
Table 36 Nappies/Diapers/Pants Retail Company Shares 2006-2010
Table 37 Nappies/Diapers/Pants Retail Brand Shares 2007-2010
Table 38 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2010-2015

6. Table 39 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2010-2015
Retail Tissue in Kenya - Category Analysis
HEADLINES
TRENDS
The collapse of the state-owned Pan Paper Mills in Webuye in 2010 had a ripple effect on the entire
retail tissue category. Pan Paper was among the largest producers of pulp and paper in the East Africa
region and its collapse has exposed players in retail tissue to cheap imports from Asia and other
African countries, while local manufacturers have been forced to seek out new suppliers.
COMPETITIVE LANDSCAPE
Chandaria Industries Ltd maintained its leading position in retail tissue in Kenya with a value share of
58% in 2010, an increase of one percentage point from 2009. The company’s products are available
throughout Kenya and it remains competitive in all retail tissue categories including tissues, paper
tableware, and toilet paper as its products are available at very affordable prices. These advantages
have helped the company to nurture a high degree of loyalty among Kenyan consumers, many of
whom find that the company’s products and brands cater to all of their needs.
PROSPECTS
Good prospects can be expected for retail tissue in Kenya over the forecast period thanks to the
increasing growth in the Kenyan economy and the inexorable rise of the middle class. These factors are
likely to encourage rising demand for convenient disposable paper products in Kenya during then
forecast period.
CATEGORY DATA
Table 40 Retail Tissue Sales by Category: Value 2005-2010
Table 41 Retail Tissue Sales by Category: % Value Growth 2005-2010
Table 42 Retail Tissue Company Shares 2006-2010
Table 43 Retail Tissue Brand Shares 2007-2010
Table 44 Forecast Retail Tissue Sales by Category: Value 2010-2015
Table 45 Forecast Retail Tissue Sales by Category: % Value Growth 2010-2015
Sanitary Protection in Kenya - Category Analysis
HEADLINES
TRENDS
Sanitary protection registered considerable value growth in 2010, rising by 16%. The rising demand for
driven for sanitary protection is mainly due to aggressive marketing by major players as well as the
increasing need for convenience and comfort when using sanitary protection products. The ongoing
rise of Kenya’s middle class, which is the engine of economic growth, is also fuelling growth in sanitary
protection.
COMPETITIVE LANDSCAPE
The Procter & Gamble Company dominated sanitary protection in Kenya during 2010 with a 68% share
achieved through its Always brand. Procter & Gamble is a well-known company in Kenya with a strong
brand heritage which has been present in the country for decades. The Always brand is so ubiquitous
that its name is almost synonymous with sanitary protection in Kenya; sanitary pads are generally
referred to as Always by the majority of people. Always also maintains the focus of its marketing on

7. schoolgirls, many of whom start using the brand from a very young age and stay with it for a long time.
Procter & Gamble registered a two percentage point increase in its value share in 2010, the highest
growth in sanitary protection during 2010. This was due to the company’s aggressive marketing
campaigns and overwhelming presence.
PROSPECTS
Due to the anticipated increase in the prevalence of cheap and even counterfeit sanitary protection
products in Kenya, many of which are expected to be improved from countries with emerging
economies such as China, constant value growth is expected to slow down over the forecast period,
registering a CAGR of 6%.
CATEGORY DATA
Table 46 Retail Sales of Sanitary Protection by Category: Value 2005-2010
Table 47 Retail Sales of Sanitary Protection by Category: % Value Growth 2005-2010
Table 48 Sanitary Protection Retail Company Shares 2006-2010
Table 49 Sanitary Protection Retail Brand Shares 2007-2010
Table 50 Forecast Retail Sales of Sanitary Protection by Category: Value 2010-2015
Table 51 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2010-2015
Related Reports:
 Tissue and Hygiene in Cameroon
 Tissue and Hygiene in Egypt
 Tissue and Hygiene in South Africa
 Tissue and Hygiene in Vietnam
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