Care Products market in Kenya
The Kenyan Care Products eCommerce market is predicted to reach US$63.0 million by 2024 and accounts for 8.3% of the total eCommerce market in Kenya. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 14.1%, resulting in a projected market volume of US$106.7 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.
Monthly revenues
Monthly eCommerce revenues in the Kenyan Care Products market
The monthly eCommerce revenue of the Kenyan Care Products market was US$6 million in November 2024. This refers to a growth of 6.5% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 9.9% of the total 2023 revenue of the Kenyan Care Products market and the lowest in September 2024 with 7.4% of the total 2024 revenue.
Revenue Last Month
US$6.1m
The eCommerce revenue grew by 6.5% from October 2024 to November 2024.
Monthly revenue shares in the last 12 months
| 0-2024 | 1-2024 | 2-2024 | 3-2024 | 4-2024 | 5-2024 | 6-2024 | 7-2024 | 8-2024 | 9-2024 | 10-2024 | 11-2024 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Monthly revenue share (in %) | 78.1 | 71.3 | 62.2 | 11.3 | 58.7 | 69.9 | 63.0 | 91.5 | 35.0 | 43.9 | 17.9 | 22.0 |
Market development
eCommerce revenue development in the Care Products market in Kenya
The Kenyan Care Products eCommerce market is predicted to reach US$63.0 million by 2024 and accounts for 8.3% of the total eCommerce market in Kenya. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 14.1%, resulting in a projected market volume of US$106.7 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.
eCommerce revenue development in the Care Products market in Kenya
eCommerce revenue growth in the Care Products market in Kenya
Net eCommerce revenue split by sub-category
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 31.4 | 84.0 | 57.2 | 23.4 | 51.1 | 90.8 | 93.1 | 9.0 |
Top stores
Top five Care Products online stores in Kenya by net sales 2023
With sales in the Kenyan Care Products market, mydawa.com generated a revenue of US$8.5 million in 2023, which means it is the leading online store in this market. The Care Products ranking of Kenya is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.
eCommerce net sales generated in the Care Products market in Kenya in 2023
| Filtered revenue / share eCommerce net sales refer to the year 2023 | Global revenue eCommerce net sales refer to the year 2023 | Growth eCommerce net sales growth refers to 2023/2022 | |
|---|---|---|---|
US$900.0m 20.7% | US$8,300.0m | 8.3% | |
US$550.0m 12.0% | US$4,600.0m | 12.4% | |
US$470.0m 3.9% | US$1,190.0m | 33.6% | |
US$430.0m 20.6% | US$2,122.0m | 18.0% | |
US$370.0m 20.7% | US$1,814.0m | 12.6% |
See further stores
Market definition
Definition of the Care Products market
Market definition: Care Products In the category Care Products digital channels are used to sell a variety of products, including personal care products (e.g. shampoos, shower gels, make-up, feminine hygiene, fragrances), household care products (e.g. detergents, brooms, cleaning cloths, sponges) and health care products (e.g. supplements, nutrition, pharmaceuticals). This category does not cover professional products and services for personal care (e.g. beauty treatments, make-up courses), cleaning services (e.g. housekeeping services, window cleaning services) or medical treatments (e.g. nutrition counseling, medical consultations, health assessments). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Personal care products (e.g. shampoos, shower gels, make-up, feminine hygiene, fragrances)
- Household care products (e.g. detergents, brooms, cleaning cloths, sponges)
- Health care products (e.g. supplements, nutrition, pharmaceuticals)
Out-of-scope
- Professional products and services for personal care (e.g. beauty treatments, make-up courses)
- Cleaning services (e.g. housekeeping services, window cleaning services)
- Medical treatments (e.g. nutrition counseling, medical consultations, health assessments)
Select sub-category
- Other Medical Products *
- Health Teas *
- Other Nutrition *
- Other Pharmaceuticals *
- Other Health Care *
- Other Decorative Cosmetics *
- Handkerchiefs *
- Other Hygiene *
* Not available for the selected country