EPOS Segment Analysis
Mama Care Africa Limited — SKU-Level Segment Performance (EPOS)
Month
105.6 KES MTotal Category
47.8 KES MTotal MCA
45.3%MCA Share
45.3%Avg Share (Period)
Value Perf. Category vs MCA - MT
Monthly performance - Category vs MCA (KES M)
Filter by Subcategory
Total Category
KES M
| Subcategory | YTD '24 | YTD '25 | % Gwth | L3M | L6M | L12M |
|---|---|---|---|---|---|---|
| Newborn | 14.8 | 10.4 | -30% | 14.4 | 14.6 | 13.9 |
| Size 1 | 23.0 | 16.3 | -29% | 23.0 | 22.8 | 21.8 |
| Size 2 | 26.7 | 18.7 | -30% | 26.7 | 26.5 | 25.4 |
| Size 3 | 19.4 | 13.4 | -31% | 19.3 | 19.1 | 18.4 |
| Pull-Ups | 9.2 | 6.5 | -29% | 9.2 | 9.1 | 8.8 |
| Wipes | 6.5 | 4.7 | -28% | 6.7 | 6.4 | 6.3 |
Total MCA
KES M
| Subcategory | YTD '24 | YTD '25 | % Gwth | L3M | L6M | L12M |
|---|---|---|---|---|---|---|
| Newborn | 12.4 | 8.6 | -31% | 11.5 | 11.7 | 11.2 |
| Size 1 | 15.0 | 10.8 | -28% | 14.6 | 14.4 | 13.9 |
| Size 2 | 9.9 | 7.1 | -29% | 9.8 | 9.9 | 9.5 |
| Size 3 | 5.2 | 3.6 | -30% | 4.7 | 4.8 | 4.6 |
| Pull-Ups | 2.7 | 1.8 | -31% | 2.5 | 2.6 | 2.4 |
| Wipes | 1.4 | 0.7 | -52% | 0.8 | 0.8 | 0.9 |
MCA Market Share
Share %
| Subcategory | YTD '24 | YTD '25 | % Gwth | L3M | L6M | L12M |
|---|---|---|---|---|---|---|
| Newborn | 83.8% | 82.7% | -1% | 79.9% | 80.1% | 80.6% |
| Size 1 | 65.2% | 66.3% | +2% | 63.5% | 63.2% | 63.8% |
| Size 2 | 37.1% | 38.0% | +2% | 36.7% | 37.4% | 37.4% |
| Size 3 | 26.8% | 26.9% | 0% | 24.4% | 25.1% | 25.0% |
| Pull-Ups | 29.3% | 27.7% | -6% | 27.2% | 28.6% | 27.3% |
| Wipes | 21.5% | 14.9% | -31% | 11.9% | 12.5% | 14.3% |
| MCA Val Share | 46.9% | 45.3% | -3% | 43.7% | 44.2% | 44.8% |