PARENTING 101: Competition heats up in fabric softener market

Competition in the fabric softener market has heated up with the introduction of Downy Concentrate by global company Proctor & Gamble (P&G). The launch of Downy Concentrate in the market will see it compete with Sta-Soft, So-Soft and Cuddles among others.

P&G’s Marketing Director in charge of East Africa Anthony Ng’ang’a told Citizen Digital that the launch is part of the company’s strategy to grow its market share in the fabric and home care segment.

P&G is riding on the success of Ariel, with the launch of Downy, which was launched in the market six years ago and has grown to be the leading detergent in the country.

The fabric softener market has been growing in Kenya as more households opt to buy the product as part of their fabric care. This has seen more companies, both international and local; introduce new products in the market.

Speaking to Citizen Digital, Ng’ang’a said that downy is the world’s number one fabric softener and they are excited to be able to offer it to consumers in Kenya.

“We believe in this market and are already seeing an overwhelming positive response from consumers as we interact with them directly and on social media,” said Ng’ang’a.

According to Faith Mwaura, downy Parenting Expert, simple things like freshly washed clothes are powerful gestures of a mom’s thoughtfulness in her role as a caregiver.

“When we send our children out into the world, we want them to know that mom is always there for them in addition to ensuring the clothes are well taken care of,” she said.