EPOS Analysis
Mama Care Africa Limited — Sub Segment Performance (Modern Trade)
Month
105.6 — Jan-26Total Category (KES M)
47.8 — Jan-26Total MCA (KES M)
45.3%MCA Market Share
45.3%Avg Share (L12M)
Value Perf. Category vs MCA — MT
Monthly value performance in KES M
Filter by Subcategory
Total Category
KES Millions
| Subcategory | YTD '24 | YTD '25 | +/- % | L3M Avg | L6M Avg | L12M Avg |
|---|---|---|---|---|---|---|
| NEWBORN | 148.2 | 102.8 | -31% | 14.4 | 14.6 | 13.9 |
| SIZE 1 | 228.4 | 161.6 | -29% | 23.0 | 22.8 | 21.8 |
| SIZE 2 | 265.1 | 185.2 | -30% | 26.7 | 26.5 | 25.4 |
| SIZE 3 | 192.4 | 133.0 | -31% | 19.3 | 19.1 | 18.4 |
| PULL-UPS | 92.0 | 64.6 | -30% | 9.2 | 9.1 | 8.8 |
| WIPES | 64.8 | 46.2 | -29% | 6.7 | 6.4 | 6.3 |
Total MCA
KES Millions
| Subcategory | YTD '24 | YTD '25 | +/- % | L3M Avg | L6M Avg | L12M Avg |
|---|---|---|---|---|---|---|
| Newborn | 124.1 | 85.8 | -31% | 11.5 | 11.7 | 11.2 |
| Size 1 | 148.6 | 107.1 | -28% | 14.6 | 14.4 | 13.9 |
| Size 2 | 98.4 | 70.1 | -29% | 9.8 | 9.9 | 9.5 |
| Size 3 | 52.0 | 36.2 | -30% | 4.7 | 4.8 | 4.6 |
| Pull-Ups | 26.4 | 18.2 | -31% | 2.5 | 2.6 | 2.4 |
| Wipes | 14.2 | 6.8 | -52% | 0.8 | 0.8 | 0.9 |
MCA Market Share
Market share %
| Subcategory | +/- bps | L3M | L6M | L12M |
|---|---|---|---|---|
| Newborn | -4% | 80.0% | 80.2% | 80.6% |
| Size 1 | +18% | 64.1% | 64.5% | 63.8% |
| Size 2 | +13% | 36.9% | 37.4% | 37.4% |
| Size 3 | +4% | 24.3% | 25.1% | 25.0% |
| Pull-Ups | -9% | 27.1% | 27.2% | 27.3% |
| Wipes | -72% | 11.9% | 12.5% | 14.3% |
| Total MCA | -10% | 43.5% | 44.0% | 44.5% |