Kenya: Toilet Paper Market 2025

Toilet Paper Market Size in Kenya

In 2021, the Kenyan toilet paper market decreased by -6.3% to $X for the first time since 2016, thus ending a four-year rising trend. Overall, the total consumption indicated moderate growth from 2012 to 2021: its value increased at an average annual rate of +3.8% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, consumption increased by +73.5% against 2016 indices. Toilet paper consumption peaked at $X in 2020, and then declined in the following year.

Toilet Paper Production in Kenya

In value terms, toilet paper production fell to $X in 2021 estimated in export price. Over the period under review, the total production indicated a tangible increase from 2012 to 2021: its value increased at an average annual rate of +4.2% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production increased by +89.9% against 2015 indices. The growth pace was the most rapid in 2017 with an increase of 28%. Toilet paper production peaked at $X in 2020, and then contracted in the following year.

Toilet Paper Exports

Exports from Kenya

In 2021, approx. X tons of toilet paper were exported from Kenya; rising by 51% on the previous year. Over the period under review, exports continue to indicate buoyant growth. The pace of growth was the most pronounced in 2013 when exports increased by 111%. The exports peaked in 2021 and are likely to see steady growth in the near future.

In value terms, toilet paper exports soared to $X in 2021. In general, exports saw a strong expansion. The pace of growth appeared the most rapid in 2013 with an increase of 98% against the previous year. The exports peaked in 2021 and are expected to retain growth in the near future.

Exports by Country

Uganda (X tons) was the main destination for toilet paper exports from Kenya, with a 50% share of total exports. Moreover, toilet paper exports to Uganda exceeded the volume sent to the second major destination, Rwanda (X tons), twofold. The third position in this ranking was held by Democratic Republic of the Congo (X tons), with a 17% share.

From 2012 to 2021, the average annual growth rate of volume to Uganda totaled +15.8%. Exports to the other major destinations recorded the following average annual rates of exports growth: Rwanda (+32.8% per year) and Democratic Republic of the Congo (+17.0% per year).

In value terms, Uganda ($X) remains the key foreign market for toilet paper exports from Kenya, comprising 55% of total exports. The second position in the ranking was held by Rwanda ($X), with a 23% share of total exports. It was followed by Democratic Republic of the Congo, with a 9% share.

From 2012 to 2021, the average annual growth rate of value to Uganda stood at +16.1%. Exports to the other major destinations recorded the following average annual rates of exports growth: Rwanda (+29.5% per year) and Democratic Republic of the Congo (+11.2% per year).

Export Prices by Country

The average toilet paper export price stood at $X per ton in 2021, declining by -15.9% against the previous year. Over the period under review, the export price recorded a mild setback. The pace of growth appeared the most rapid in 2016 when the average export price increased by 28%. The export price peaked at $X per ton in 2020, and then dropped notably in the following year.

Prices varied noticeably by country of destination: amid the top suppliers, the country with the highest price was Uganda ($X per ton), while the average price for exports to Democratic Republic of the Congo ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was recorded for supplies to Tanzania (+4.1%), while the prices for the other major destinations experienced mixed trend patterns.

Toilet Paper Imports

Imports into Kenya

In 2021, overseas purchases of toilet paper decreased by -15.7% to X tons, falling for the second year in a row after three years of growth. Overall, imports showed a dramatic slump. The growth pace was the most rapid in 2014 when imports increased by 2,051% against the previous year. Over the period under review, imports hit record highs at X tons in 2015; however, from 2016 to 2021, imports remained at a lower figure.

In value terms, toilet paper imports plummeted to $X in 2021. In general, imports showed a significant decrease. The most prominent rate of growth was recorded in 2014 when imports increased by 2,261%. Over the period under review, imports attained the peak figure at $X in 2015; however, from 2016 to 2021, imports failed to regain momentum.

Imports by Country

Tanzania (X tons), Egypt (X tons) and Thailand (X tons) were the main suppliers of toilet paper imports to Kenya, together accounting for 62% of total imports. Ethiopia, China, India, Tunisia, Indonesia, Taiwan (Chinese), Bangladesh, Colombia and Turkey lagged somewhat behind, together accounting for a further 32%.

From 2012 to 2021, the biggest increases were recorded for Indonesia (with a CAGR of +61.3%), while purchases for the other leaders experienced more modest paces of growth.

In value terms, Tanzania ($X), Egypt ($X) and Ethiopia ($X) were the largest toilet paper suppliers to Kenya, with a combined 57% share of total imports. These countries were followed by Thailand, China, India, Turkey, Indonesia, Tunisia, Colombia, Bangladesh and Taiwan (Chinese), which together accounted for a further 29%.

Indonesia, with a CAGR of +18.2%, recorded the highest rates of growth with regard to the value of imports, among the main suppliers over the period under review, while purchases for the other leaders experienced more modest paces of growth.

Import Prices by Country

In 2021, the average toilet paper import price amounted to $X per ton, remaining constant against the previous year. Over the period under review, the import price recorded a pronounced descent. The pace of growth appeared the most rapid in 2020 an increase of 16%. The import price peaked at $X per ton in 2012; however, from 2013 to 2021, import prices stood at a somewhat lower figure.

There were significant differences in the average prices amongst the major supplying countries. In 2021, amid the top importers, the country with the highest price was Turkey ($X per ton), while the price for Taiwan (Chinese) ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Thailand (+14.7%), while the prices for the other major suppliers experienced mixed trend patterns.

Source: IndexBox Platform

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