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Launch of Downy by P&G increases competition in fabric softener market

By Standard Reporter | January 20th 2016

Nairobi, Kenya: Competition in the fabric softener market has heated up with the introduction of Downy Concentrate by global company Proctor & Gamble (P&G).

The launch is part of the company’s strategy to grow its market share in the fabric and home care segment, which has been growing with the budding middle class in the market.

“Downy is the world’s number one fabric softener and we 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 P&G’s Marketing Director in charge of East Africa, Anthony Ng’ang’a.

P&G, the World’s leading fabric care company, 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.

 The launch of Downy Concentrate in the market will see it compete with Sta-Soft, So-Soft and Cuddles among others.

 To reach the various market segments the company has introduced the fabric softener in four different fragrances and various sizes including the 20ml sachets, 500ml and one litre bottles.

 “We saw it fit to ensure we reach all market segments by ensuring we have the right product for each segment, we have seen this work with Ariel and believe it will with Downy in a bid to offer Kenyans an even better laundy experience,” said Mr Ng’ang’a.

 In November, the fabric softener was awarded The Best Campaign at the Marketing Society of Kenya (MSK) Awards. Downy is the leading fabric softener in the US and Kenya is the first country in sub-Saharan Africa where Downy has been launched.

 According to Faith Mwaura, downy Parenting Expert, simple things like freshly washed clothes are a powerful gesture 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.

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