Kenya. Consumer Goods (Personal care and Home care) Executive Summary
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1 Kenya (Personal care and Home care) Executive Summary This sector fact sheet provides key trade and investment related statistics for the Kenyan consumer goods sector, particularly the personal and home care products segment. Specifically, it shows global trade and investment flows including an analysis of top markets and products for South Africa and the Western Cape, highlighting the largest and fastest growing products and sub-sectors. The key highlights in the consumer goods sector are provided below: TRADE: Despite having manufacturers in the country catering for this segment of consumer goods, demand has continually outstripped supply leading to continual trade deficits. Increasing its exports by 18%, South Africa was the fifth largest import market commanding close to 8% market share and second only to Egypt within Africa. If Kenyan import demand continues on this trend, the East African nation can prove to be a viable market for South African exports. In 2013 the Kenyan market once again increased its demand for South African made personal and homecare products as exports to the East African nation increased by 32%. South Africa s leading export to Kenya was beauty, makeup and suntan valued at ZAR34.7m, exports of this good also increased by 29% from After going through a years of successive export decline, Western Cape exports to Kenya rebounded in gave encouraging signs of recovery with exports expanding by 34%. The anticipated growth in the Kenyan economy and the rate of urbanisation, gives scope for the province to expand its product offering. INVESTMENT: Thus far one investment from the Western Cape has been recorded into Kenya by Woolworths in This investment worth ZAR432.4m was part of Woolworths plans to expand its retail footprint in Kenya and in Africa.
2 Table of Contents Executive Summary Product Description African Market Kenya Market Trade Kenya global trade in consumer goods South African trade of Consumer goods with Kenya Western Cape Trade of consumer goods with Kenya FDI Inward FDI
3 1. Product Description The global consumer goods industry consists of any tangible commodity purchased by households to satisfy their wants and needs. Consumer goods may be durable or non-durable. Durable goods (e.g., autos, furniture, and appliances) have a significant life span, often defined as three years or more, and consumption is spread over this span. Non-durable goods are purchased for immediate or almost immediate consumption and have a life span ranging from minutes to three years. Examples of non-durable goods include food, clothing, and gasoline. This factsheet will focus on the personal care products and homecare products Personal Care Products: This segment includes shampoo, toothpaste, soap, deodorants, and make-up. Homecare Products: This segment includes household cleaners and kitchenware. 2. African Market The consumer goods sector is rapidly growing within Africa, its growth potential lies not just in the expanding middle class but also in Africa s overall population growth. Africa s collective population is estimated at around 1 billion people at present, and it is expected to grow rapidly to 1.4 billion by 2025, where China is currently. According to data from the Population Reference Bureau, Africa is a young continent with around 41% of the total population under the age of 15 years. In addition, Africa is becoming increasingly urbanised. According to an Africa Progress report (2010) by consulting group Frost & Sullivan, African city populations will increase by 25% by 2025, while by 2050, 60% of Africa s population will reside in urban areas. Urbanisation is linked to an increased demand for fast moving consumer goods (FMCG), in which the personal and homecare products segment belongs to. The figure below shows Africa s top 10 retail companies with Shoprite holdings securing 1 st place with USD9.87bn. The companies are all headquartered in South Africa. AFRICA'S TOP 10 RETAIL COMPANIES, USDbn Shoprite holdings 9,87 3 Massmart Holdings 7,2 Pick n Pay 7 The Spar Group 5,1 Woolworths holding Limited Edgars Consolidated Stores JD Group Masscash 3,4 3,1 3 2,7 Foschini Clicks Group 1,9 1,9 Source: The Habari Network, Several analysts have compared the African potential for FMCG favourably to the Indian potential. Both are huge, emerging consumer markets, but unlike India, Africa has 55 countries, and that means around 55 different rules, regulations and border controls to consider when moving FMCGs. This is one of the biggest barriers FMCGs companies will need to overcome to maximise growth on the continent. Despite these issues, the future looks bright for FMCG on the continent as the number of consumers and their expendable income continues to rise in the coming decades.
4 3. Kenya Market The prosperous middle class has contributed to rising demand in recent years which is not being met locally. GDP growth is around 6% and is likely to climb to 7% in the forecasted future. Moreover, the strong regional integration among the East African states provides even more potential for the sector due to access to larger markets. Investment opportunities include construction of 10 wholesale markets with a total investment of USD49m; investment in infrastructure, export houses, distribution centres, etc. INVESTING COMPANY COMPANIES IN KENYA S PERSONAL & HOME CARE MARKET SOURCE COUNTRY (IF SUBSIDIARY) Unilever Kenya Ltd. United Kingdom FMCG PZ Cussons East Africa Ltd. United Kingdom FMCG Procter & Gamble United States FMCG SUB-SECTOR Weidner East Africa ltd Germany Home care products Weidner Eveready East Africa Ltd. Colgate-Palmolive East Africa United States of America United States Personal care FMCG Glaxo-SmithKline United States Pharna Reckitt Benckiser United Kingdom FMCG SC Johnson United States FMCG BRANDS Omo, Geisha, Lux, Sunlight, Vaseline, Lady gay, Fair & Lovely, Lifebouy and Close up. Imperial Leather Soap, Ushindi Laundry Soap, Venus Haircare, Robb Medicaments Pampers, Ariel, Always, Oral-B, Gillette, Safeguard Schick Colgate, Palmolive, Ajax, Sta-soft, Speed stick, Sanex Sensodyne, Aquafresh, Biotene, parodontax, physiogel Harpic, Veet, Clearosil, Woolite,Dettol, Vanish Duck, Glade, Grand Prix, Kiwi, Mr. Muscle, Windex Kapa Oil Refineries Kenya FMCG Limo, Tower, Toss white, Bidco Africa Kenya FMCG Power Boy, Msafi white, Gental Washing powder, Nuru, Kuku, White Star, Msafi Kronex Chemicals Ltd. Kenya FMCG Basil Dish Washing Liquid, Basil toilet soap, Haco Industries South Africa FMCG ACE, miada, Bloo, Sosoft Buyline Industries Ltd. Kenya Personal Care Luron, King of hearts, Cobra, Bigen, Maws Interconsumer Products Kenya Personal Care Golden Shine, Snodent, Bouncy, All-Tyme Kenya Source: Euromonitor, Various, Unilever Kenya is the market leader in the personal care industry. The company has been present in Kenya for a long time, and has established a strong distribution network. In the oral care market, Unilever (Close Up) faces competition from Colgate-Palmolive East Africa (Colgate) and GlaxoSmithKline Kenya Limited (Aquafresh). Throughout the Middle East and African region, Colgate is the number one brand for toothpaste and toothbrushes, and the second most popular brand for mouthwash. Meanwhile, Procter & Gamble (P&G) is looking to grow its oral care market share in the region, and recently launched its Oral-B toothbrush. As incomes rise and the proportion spent on food declines, there is a strong growth expected in the oral care sector. The homecare segment stands to benefit from the current boom in construction activities taking place across the country, as it will increase the need for specialised cleaning products. According to Euromonitor (2015) two strong multinationals led sales of home care in 2014, namely Unilever and Proctor & Gamble. These players benefit from heavy investment in marketing and new product development and compete aggressively. Behind these leaders are multinationals SC Johnson and PZ Cussons, with the leading domestic player being Kapa Oil Refineries in fifth place. In the toilet care category, Reckitt Benckiser is the market leader thanks to its popular Harpic brand. Tiger Brands, a well-known South African player in the food and beverages sector (South Africa), has recently acquired a 51% stake in Haco Industries, which produces stationery, home and personal-care products such as ACE and MIADI in Kenya (Financial Mail, 2015). Another South African company Distribution & Warehousing Network (Dawn) is expected to open an office in Nairobi to distribute its branded hardware, sanitary ware, plumbing, kitchen, engineering and other products after an initial investment of US$1m. Retailer Massmart, whose intention to buy a stake in retailer Naivas Supermarket failed last year because of a due diligence failure on the part of the Kenyan chain, however Massmart say they are still interested in entering Kenya and may open their own branded outlets (Financial Mail, 2015).
5 Euromonitor International expects the introduction of new fragrances in the toilet care market to boost sales in the near future. Meanwhile, air care products have traditionally not sold well in Kenya, as they are not considered a necessity. However, this is slowly starting to change, and sales have picked up of late as their use in commercial buildings has increased. Unilever is the clear market leader, with the company accounting for around half of all sales in value terms. The company s Omo and Sunlight brands are well established and Unilever can capitalise on its strong distribution network that have been built over a number of years. According to research by Euromonitor International, strong growth is expected for this category on the back of increased innovation and brand diversification, as well as the ongoing switch from bar format cleaning products to liquid forms. Increased competition in the beauty and personal care market spurred growth during Availability of a variety of products for consumers to choose from, accessibility through growth in retail outlets and high end advertising adopted by industry players, are key factors that promoted growth in this market according to Euromonitor (2015). Value growth, however, is slightly lower than it was during the review period, as whilst consumers are spending, they are being more cautious with their spending during times of financial pressure. 5
6 Value (ZARm) 4. Trade 4.1 Kenya global trade in consumer goods For the past 10 years, Kenya has been a net importer of personal and homecare products. Despite having manufacturers in the country catering for this segment of consumer goods, demand has continually outstripped supply leading to the continual trade deficits. Imports in 2013 once again demonstrated Kenya s demand for personal and homecare goods growing by 25% resulting in Kenya s largest trade deficit in recent times. Source: TradeMap, KENYA GLOBAL TRADE OF CONSUMER GOODS, Exports (ZARm) 160,8 258,5 254,4 267,2 482,9 506,9 501,9 713,3 815,6 922,3 Imports (ZARm) 221,3 316,8 308,2 493,2 605,3 562,7 800,5 809,1 989, ,4 Trade Balance (ZARm) -60,5-58,3-53,8-226,0-122,4-55,8-298,6-95,8-173,4-318,1 Kenya s top export markets were fellow African countries and direct neighbours. Uganda (ZAR259.6m), Tanzania (ZAR203.4m) and Zimbabwe (ZAR132.7m) were Kenya s largest export markets. These three nations imported 65% of Kenya s exports of personal and homecare goods. 6 Egypt (ZAR296.5m) was Kenya s largest personal and homecare import market. The second largest import market, China (ZAR195.9m) commanded 16% of Kenya s personal care and homecare imports, followed by India (ZAR110.8m) with 9%. Increasing its exports by 18%, South Africa was the fifth largest import market commanding close to 8% market share, second only to Egypt within Africa. TOP 10 DESTINATION MARKETS FOR EXPORTS OF CONSUMER GOODS FROM KENYA, 2013 VALUE % % DESTINATION 2013 GROWTH SHARE MARKET (ZARm) TOP 10 SOURCE MARKETS FOR IMPORTS OF CONSUMER GOODS TO KENYA, 2013 VALUE % % SOURCE MARKET 2013 GROWTH SHARE (ZARm) Uganda % 28.15% 1 Egypt % 23.90% 2 Tanzania % 22.05% 2 China % 15.79% 3 Zimbabwe % 14.39% 3 India % 8.94% 4 Zambia % 10.94% 4 Indonesia % 7.88% 5 Malawi % 7.66% 5 South Africa % 7.87% 6 Rwanda % 6.62% 6 United Kingdom % 5.53% 7 Ethiopia % 4.50% 7 United States % 4.21% 8 Burundi % 2.43% 8 Germany % 3.90% 9 Mozambique % 0.79% 9 France % 2.89% 10 Mauritius % 0.73% 10 Tanzania % 2.64% TOTAL EXPORTS % % TOTAL IMPORTS % % Source: TradeMap, 2015
7 The top exported consumer products by Kenya to the top destination markets are listed below: Uganda (HS6) Tanzania (HS6) Surface-active prep, washing & cleaning prep put up for retail sale (ZAR77m) Toilet soap & prep, shaped; papers & nonwovens impregnated with soap for toilet use (ZAR60m) Tableware and kitchenware of plastics (ZAR32m) Household and toilet articles made of plastic (ZAR31m) Beauty or make-up nes; sunscreen or sun tan (ZAR26.5m) Toilet soap & prep, shaped; papers & nonwovens impregnated with soap for toilet use (ZAR107m) Surface-active prep, washing & cleaning prep put up for retail sale (ZAR69m) Soap & organic surf prep, shaped, nes; papers & nonwovens impregnated with soap/, nes (ZAR63m) Beauty or make-up nes; sunscreen or sun tan (ZAR36m) Hair, nes (ZAR24m) Zimbabwe (HS6) Surface-active prep, washing & cleaning prep put up for retail sale (ZAR37m) Toilet soap & prep, shaped; papers & nonwovens impregnated with soap for toilet use ZAR37m) soap, nes (ZAR24m) Beauty or make-up nes; sunscreen or sun tan (ZAR3m) Other surface-active prep, washing & cleaning prep (ZAR2m) Zambia (HS6) Polishes, creams & similar for footwear or leather (ZAR26m) soap, nes (ZAR20m) Toilet soap & prep, shaped; papers & nonwovens impregnated with soap for toilet use (ZAR18m) Surface-active prep, washing & cleaning prep put up for retail sale (ZAR17m) Anionic surface-active agents (ZAR8m) 7 The top imported consumer products by Kenya from the top source markets are listed below: Egypt (HS6) China (HS6) India (HS6) Surface-active, washing and cleaning, nes (ZAR329m) Toilet soap & prep, shaped; papers & nonwovens impregnated with soap for toilet use (ZAR108m) Room perfuming or deodorizing (ZAR2m) Tableware and kitchenware of plastics (ZAR1m) Dentifrices (ZAR1m) Tableware and kitchenware of plastics (ZAR22m) Anionic surface-active agents (ZAR17m) Household and toilet articles nes, of plastics (ZAR14m) Dentifrices (ZAR12m) Polishes, creams & similar for footwear or leather (ZAR3m) Beauty or make-up nes; sunscreen or sun tan (ZAR15m) Dentifrices (ZAR14m) Anionic surface-active agents (ZAR12m) Tableware and kitchenware of plastics (ZAR5m) Surface-active, washing and cleaning, nes (ZAR5m)
8 Indonesia (HS6) South Africa (HS6) Non-ionic surface active agents (ZAR2m) Polishes, creams & similar for footwear or leather (ZAR1m) Beauty or make-up nes; sunscreen or sun tan (ZAR1m) Powders for skin care (ZAR1m) Beauty or make-up nes; sunscreen or sun tan (ZAR21m) Hair, nes (ZAR19m) Personal deodorant and antiperspirant (ZAR7m) Other oral or dental hygiene (ZZAR5m) Toilet soap & prep, shaped; papers & nonwovens impregnated with soap for toilet use (ZAR4m) Kenya s largest export of personal and homecare products were surface-active to the value of ZAR295.2m. Toilet soap (ZAR162.9m) and polishes, creams & similar for footwear or leather (ZAR90.8m) were the second and third largest exports from Kenya. Compared to Nigeria, which is another fast growing African nation, Kenya already has personal and homecare product manufacturers active in this economy. Therefore it is able to export a range of goods to surrounding countries. The leading import product by Kenya was surface-active, valued at ZAR275.3m. Imports of this good were less than its exports (ranked 1 st), however these imports grew faster compared to exports. Dentifrices, (ZAR122.6m) and toilet soap (ZAR119.1m); were ranked second and third, respectively. Barring the benign growth seen in soap & organic surf, most of Kenya s top import products experienced growth in excess of 19%. If import demand continues on this trend, Kenya can prove to be a viable market for South African exports and they could also use Kenya as a testing ground for exploring the other surround markets in East Africa. KENYA'S GLOBAL TOP EXPORTS OF CONSUMER GOODS, 2013 KENYA'S GLOBAL TOP IMPORTS OF CONSUMER GOODS, PRODUCT Surface-active prep, washing & cleaning prep put up for retail sale Toilet soap &, shaped; papers & nonwovens impregnated with soap for toilet use Polishes, creams & similar for footwear or leather VALUE 2013 (ZARm) % GROWTH % 1 PRODUCT Surface-active prep, washing & cleaning prep put up for retail sale VALUE 2013 (ZARm) % GROWTH % % 2 Dentifrices % % 3 4 Soap % Soap & organic surface prep, shaped, nes; papers & nonwovens impregnated with soap/prep, nes Beauty or make-up nes; sunscreen or sun tan Surface-active, washing and cleaning, nes % 5 8 Tableware and kitchenware of plastics % 8 9 Hair, nes % 9 10 Household and toilet articles nes, of plastics Toilet soap &, shaped; papers & nonwovens impregnated with soap for toilet use Beauty or make-up nes; sunscreen or sun tan Tableware and kitchenware of plastics % % % % 6 Perfumes and toilet waters % % 7 Anionic surface-active agents % % 10 Household and toilet articles, of plastics Soap & organic surface prep, shaped, nes; papers & nonwovens impregnated with soap/prep, nes Personal deodorants & antiperspirants % % % TOTAL EXPORTS % TOTAL IMPORTS % Source: TradeMap,
9 Value (ZARm) 4.2 South African trade of Consumer goods with Kenya The figure below shows South Africa s trade of personal and home care products with Kenya for the period 2005 to Trade between the two nations has been dominated by South African exports to Kenya resulting in continuous trade surpluses for the 10 year period. In 2013 the Kenyan market once again increased its demand for South African made personal and homecare products as exports to the East African nation increased by 32%. This increase in exports combined with a minute level of imports pushed South Africa s trade surplus to a record level. 120 SOUTH AFRICA'S TRADE OF CONSUMER GOODS WITH KENYA, Exports (ZARm) 41,4 61,4 60,7 89,6 80,6 87,6 79,3 75,5 90,7 119,5 Imports (ZARm) 30,9 0,6 6,0 17,3 0,1 0,4 1,3 1,5 0,9 1,3 Trade Balance (ZARm) 10,5 60,8 54,6 72,3 80,5 87,2 78,0 74,1 89,9 118,2 9 Source: Quantec, 2015 South Africa s leading export to Kenya was beauty, makeup and suntan valued at ZAR34.7m, exports of this good also increased by 29%. A survey conducted by Kenyan businesswoman Suzie Wokabi (founder of SuzieBeauty Cosmetics) showed that Kenyan women are willing to spend up to 20% of their salaries on beauty products. Thus exports of beauty products should continue increasing for the foreseeable future. Soaps for toilet use, (ZAR16m) was the second largest export to Kenya, it s 253% growth displaced hair waving or straightening (ZAR14.4m) into 3 rd position. Accounting for 84% of South Africa s imports, plastic table and kitchenware were the largest import from Kenya.
10 TOP 10 CONSUMER GOODS EXPORTED BY SOUTH AFRICA TO KENYA, 2014 VALUE % HS PRODUCT 2014 GROWTH CODE (ZAR) Beauty, makeup and suntan nes Soaps, for toilet use, solid Hair waving or straightening Personal deodorants and antiperspirants Plastic household, toilet articles not table, kitchen Oral & dental hygiene, except dentifrices Hair, nes Powders, for skin care and make-up Washing and cleaning, retail % % TOP 10 CONSUMER GOODS IMPORTED BY SOUTH AFRICA FROM KENYA, 2014 VALUE % HS PRODUCT 2014 GROWTH CODE (ZAR) Plastic table and kitchen ware Plastic household, toilet articles not table, kitchen % % Soaps % % Hair % % % % Beauty, makeup and suntan nes Soap; organic surface-active products and for use as soap, in the form of bars, cakes, moulded pieces or shapes, whether or not containing soap Lubricating oil etc containing <70% petroleum oil nes % % % Lip make-up % % Dentifrices % Manicure or pedicure Organic surfactant washing, cleaning nes % TOTAL EXPORTS % TOTAL IMPORTS % Source: Quantec,
11 Value (ZAR) 4.3 Western Cape Trade of consumer goods with Kenya In the period shown below, the province has been a net exporter of personal and homecare products to Kenya as its exports have been far greater than its imports. The province s trade follows a business cycle, after going through years of successive export decline, exports rebounded in 2011 reaching their peak and then declined once again gave encouraging signs of recovery with exports expanding by 34% WESTERN CAPE TRADE OF CONSUMER GOODS WITH KENYA, Export (ZAR) Imports (ZAR) Trade Balance (ZAR) Source: Quantec, 2015 As with national exports beauty, makeup and suntan (ZAR1.8m) were the province s largest export to Kenya. Dentifrices (ZAR1.2m) were the second largest export followed by personal deodorants and antiperspirants (ZAR ). These three products accounted for 93% of the Western Cape s personal and homecare products to Kenya. However with the anticipated growth in the Kenyan economy and the rate of urbanisation, there is definitely scope to expand the product based beyond these three goods. 11 In terms of imports, plastic table and kitchen ware (ZAR2 587), hair (ZAR2 546) and hair lacquers (ZAR2 495) were the only significant imports. TOP 10 CONSUMER GOODS EXPORTED BY THE WESTERN CAPE TO KENYA, 2013 VALUE % HS PRODUCT 2013 GROWTH CODE (ZAR) Beauty, makeup and suntan nes % TOP 10 CONSUMER GOODS IMPORTED BY WESTERN CAPE FROM KENYA, 2013 VALUE % HS PRODUCT 2013 GROWTH CODE (ZAR) Plastic table and kitchen ware Dentifrices % Perfumes and toilet waters Personal deodorants and antiperspirants % Soaps nes % Perfumed bath salts and other bath Perfumes and toilet waters Lip make-up Pre-shave, shaving and after shaving % % % % Hair shampoos Manicure or pedicure % 10 Beauty, makeup and suntan nes Agarbatti, odorifers operated by burning TOTAL EXPORTS % TOTAL IMPORTS % Source: Quantec, 2015
12 5. FDI 5.1 Inward FDI Between January 2004 and November 2014 a total of 10 FDI projects were recorded into Kenya s consumer goods sector. These projects represent a total capital investment of ZAR3.7bn which is an average investment of ZAR372.2m per project. During the period, a total of 2,670 jobs were created. Thus far one investment from the Western Cape has been recorded into Kenya by Woolworths in This investment worth ZAR432.4m was part of Woolworth plans to expand its retail footprint in Kenya and in Africa. DATE INVESTING COMPANY INWARD FDI INTO KENYA'S CONSUMER GOODS SECTOR, SOURCE COUNTRY Jun-14 Bigot Fleurs France Apr-14 Woolworths (South Africa) Oct-13 Unilever UK South Africa May-13 EcoZoom United States Sep-12 Grohe Germany Jun-12 3M United States Dec-11 L'Oreal France May-11 Dabur India India Jan-10 Cilek Turkey Nov-08 Oriflame Sweden Source: FDI Intelligence, 2015 SUB-SECTOR Other (Consumer Products ) Miscellaneous store retailers Other (Consumer Products ) Furniture, homeware & related products (Consumer Products) Furniture, homeware & related products (Consumer Products) Other (Consumer Products ) Cosmetics, perfume, personal care & household products Cosmetics, perfume, personal care & household products Furniture, homeware & related products (Consumer Products) Cosmetics, perfume, personal care & household products CLUSTER INDUSTRY ACTIVITY CAPEX (ZARm) JOBS CREATED Manufacturing Retail Trade Retail Manufacturing Sales, Marketing & Support 51.6 Sales, Marketing & Support 51.6 Sales, Marketing & Support 51.6 Sales, Marketing & Support 51.6 Manufacturing Sales, Marketing & Support 51.6 Logistics, Distribution & Transportation For more information on this publication and other Wesgro publications please contact research@wesgro.co.za or for more publications visit the Wesgro publications portal on our website at
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