Softcare is tightening its grip on the Kenyan market, with new figures showing just how important the country has become to its business.
The hygiene products manufacturer reported that revenue from Kenya hit Ksh 13.1 billion in 2025, up from Ksh 11.7 billion in 2024, continuing a strong upward trend that has been building over the last four years. The steady rise highlights growing demand for everyday products like baby diapers and sanitary pads, especially as the company deepens its presence across the country.
Earlier figures show the same pattern. Softcare made Ksh 7.4 billion in 2022, before jumping to Ksh 10.9 billion in 2023, and now crossing the Ksh 13 billion mark. This consistent growth underlines Kenya’s position as one of the company’s most reliable and fastest-growing markets in the region.
Kenya alone now accounts for about 19 per cent of Softcare’s total global revenue, placing it among the company’s top-performing markets in Eastern Africa.
The latest results also show a broader regional shift. Eastern Africa is becoming more central to Softcare’s business, contributing 46.5 per cent of total revenue in the period ending April 2025, up from 44.2 per cent the previous year. Kenya leads within this bloc, followed by Tanzania and Uganda.
Softcare in West Africa
At the same time, Western Africa — which had previously dominated sales — is slowly losing ground. Its contribution dropped to 39.5 per cent, down from more than half in earlier years. This signals a changing balance, with Eastern Africa, and Kenya in particular, taking a bigger share of the company’s growth.
Softcare says this performance is largely driven by its strategy of investing heavily in local markets. The company has been expanding manufacturing closer to consumers, a move that has helped cut costs and improve supply. Across Africa, it now operates dozens of production lines in multiple countries, allowing it to produce goods locally instead of relying on imports.
This approach is also helping the company reach more customers. Softcare has built an extensive distribution network across African markets, supplying products through wholesalers, supermarkets and small retailers, and reaching a large share of the population.
Globally, the company continues to grow at a strong pace. Its total revenue rose by nearly 25 per cent in 2025, reflecting rising demand across emerging markets, particularly in Africa, where most of its sales are concentrated.
Softcare says its long-term goal is to make hygiene products more accessible and affordable in developing markets.
“Softcare’s mission is to make high-quality hygiene products accessible to consumers in emerging markets,” the company said during its latest results presentation.
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