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.

Market development

eCommerce revenue development in the Detergents market in Kenya

The Kenyan Detergents eCommerce market is predicted to reach US$3.6 million by 2024 and accounts for 44.9% of the Household Care 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 13.1%, resulting in a projected market volume of US$6.0 million by 2028. The Detergents eCommerce market is a sub-market of the Household Care market. Further categories within the Household Care market are: Cleaning Equipment, and Other Household Care.

eCommerce revenue development in the Detergents market in Kenya

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Detergents market in Kenya

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)65.356.262.23.867.141.821.455.6

Online share

eCommerce online share of the total Detergents market in Kenya

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Kenyan Detergents retail market, the online share is 4.3% and will increase by an average of 14.2% to 7.3% by 2028.

eCommerce online share of the total Detergents market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)99.3%93.8%72.0%69.6%7.0%38.4%93.5%80.6%

Market definition

Definition of the Detergents market within the Care Products market

Market definition: Care Products > Household Care > Detergents The category Detergents includes the online trade of dishwashing detergents (e.g. liquid dish soap, dishwasher detergent tablets), multi-surface cleaners (e.g. all-purpose cleaners, kitchen cleaners, glass cleaners, floor cleaners) and laundry detergents (e.g. liquid detergents, powder detergents, pods and detergent packs, stain removers, fabric softeners). This category does not cover cleaning equipment and launderette services. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Dishwashing detergents (e.g. liquid dish soap, dishwasher detergent tablets)
  • Multi-surface cleaners (e.g. all-purpose cleaners, kitchen cleaners, glass cleaners, floor cleaners)
  • Laundry detergents (e.g. liquid detergents, powder detergents, pods and detergent packs, stain removers, fabric softeners)

Out-of-scope

  • Cleaning equipment
  • Launderette services

Market comparison

The Kenyan Detergents market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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