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Retailing in Kenya

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    Report

  • 73 Pages
  • March 2022
  • Region: Kenya
  • Euromonitor International
  • ID: 1214940
Lockdown measures and restrictions on movement disrupted economic activity in Kenya in 2020 resulting in increased unemployment and a reduction in the disposable income of many households. This led many consumers to reduce their discretionary spending. The sales of grocery retailers fell, as many consumers cut back on non-essential purchases.

This 'Retailing in Kenya' report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Non-Store Retailing, Store-Based Retailing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Retailing market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

The analyst has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, the analyst has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of Contents

EXECUTIVE SUMMARY
  • Retailing in 2021: The big picture
  • The competitive landscape of modern grocery retailers continues to heat up in 2021 due to the COVID-19 pandemic
  • Digitalisation continues to transform retailing in 2021
  • The government focuses on local manufacturing in response to the COVID-19 pandemic
  • What next for retailing?
OPERATING ENVIRONMENT
  • Informal retailing
  • Opening hours
  • Summary 1 Standard Opening Hours by Channel Type 2021
  • Physical retail landscape
  • Residential areas, a key market for Modern Grocery retailers.
  • Cash and carry
  • Seasonality
  • Shopping Season Name: Christmas and New Year Shopping
  • Shopping Season Name: Back to School Shopping
  • Payments
  • Delivery and collections
  • Emerging business models
MARKET DATA
  • Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
  • Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
  • Table 3 Sales in Store-Based Retailing by Channel: Value 2016-2021
  • Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2016-2021
  • Table 5 Store-Based Retailing Outlets by Channel: Units 2016-2021
  • Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2016-2021
  • Table 7 Sales in Non-Store Retailing by Channel: Value 2016-2021
  • Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
  • Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
  • Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 11 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
  • Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
  • Table 13 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
  • Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
  • Table 15 Retailing GBO Company Shares: % Value 2017-2021
  • Table 16 Retailing GBN Brand Shares: % Value 2018-2021
  • Table 17 Store-based Retailing GBO Company Shares: % Value 2017-2021
  • Table 18 Store-based Retailing GBN Brand Shares: % Value 2018-2021
  • Table 19 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
  • Table 20 Non-Store Retailing GBO Company Shares: % Value 2017-2021
  • Table 21 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
  • Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
  • Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
  • Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
  • Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
  • Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
  • Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
  • Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2021-2026
  • Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2021-2026
  • Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2021-2026
  • Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
  • Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
  • Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
  • Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
  • Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
  • Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
  • Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
  • Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026
DISCLAIMER
SOURCES
  • Summary 2 Research Sources
MODERN GROCERY RETAILERS IN KENYAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Modern grocery retailers returns to current value growth in 2021
  • Carrefour continues to expand while Tuskys is forced to leave the competitive landscape in 2021
  • More and more stores forge partnerships with online delivery platforms
PROSPECTS AND OPPORTUNITIES
  • Improved socioeconomic conditions and changing lifestyles support the rapid expansion of the modern channel
  • Competition will intensify over the forecast period
  • E-commerce will be at the forefront of innovations within the modern channel
CHANNEL DATA
  • Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
  • Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 42 Sales in Modern Grocery Retailers by Channel: Value 2016-2021
  • Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2016-2021
  • Table 44 Modern Grocery Retailers Outlets by Channel: Units 2016-2021
  • Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
  • Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2017-2021
  • Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2018-2021
  • Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2018-2021
  • Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
  • Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
  • Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2021-2026
  • Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2021-2026
  • Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2021-2026
  • Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026
TRADITIONAL GROCERY RETAILERS IN KENYAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Traditional grocery retailers returns to growth in 2021 after being negatively impacted by the COVID-19 pandemic
  • Traditional grocery retailers currently remains popular but faces competition from the rise of convenience stores
  • Zucchini Green Grocers partners with Uber Eats in 2021
PROSPECTS AND OPPORTUNITIES
  • Traditional grocery retailers continues integrating e-commerce in a bid to boost sales in 2022 and beyond
  • Introduction of cashless payment methods set to favour the traditional channel
  • Ongoing competition from modern grocery retailers, however, the traditional channel will continue to lead
CHANNEL DATA
  • Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
  • Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 58 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 59 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
APPAREL AND FOOTWEAR SPECIALIST RETAILERS IN KENYAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Demand slowly recovers in 2021 as consumers return to their pre pandemic routines
  • Second-hand clothes continues to pose a threat to apparel and footwear in 2021
  • Bata loses appeal to prevent rival from producing similar shoes to its Toughees brand
PROSPECTS AND OPPORTUNITIES
  • Potential for growth for local apparel and footwear stores over the forecast period
  • Footwear will continue to be reinvented by globalised offerings
  • Social media and e-commerce continue shaping the future of retailing
CHANNEL DATA
  • Table 60 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
  • Table 61 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 62 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
  • Table 63 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
  • Table 64 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
  • Table 65 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
  • Table 66 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 67 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
HEALTH AND BEAUTY SPECIALIST RETAILERS IN KENYAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Expansion plans for outlets in 2021 thanks to the COVID-19 pandemic
  • Informal and illicit trade booms in light of the financial repercussions of the COVID-19 pandemic
  • More and more players move online to attract consumers as e-commerce gathers pace
PROSPECTS AND OPPORTUNITIES
  • Economic recovery set to boost sales and clampdown on illicit trade
  • Beauty specialist retailers benefit from the new set of regional cosmetic standards in 2022 and beyond
  • Digitalisation continues to have a strong impact over the forecast period
CHANNEL DATA
  • Table 68 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
  • Table 69 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 70 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
  • Table 71 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
  • Table 72 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
  • Table 73 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
  • Table 74 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
  • Table 75 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
  • Table 76 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 77 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
  • Table 78 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
  • Table 79 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026
MIXED RETAILERS IN KENYAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Mixed retailers continues to be limited in Kenya in 2021
  • Mixed retailers faces an ongoing threat from hypermarkets and e-commerce in 2021
  • Massmart announces its plans to exit Kenya following supply chain issues
PROSPECTS AND OPPORTUNITIES
  • Mixed retailers possibly attracts middle class consumers, however continues to face a threat from hypermarkets
  • The exit of Massmart gives local and international players a hopeful opportunity
  • Mixed retailers will have to up their e-commerce game
CHANNEL DATA
  • Table 80 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
  • Table 81 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 82 Sales in Mixed Retailers by Channel: Value 2016-2021
  • Table 83 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
  • Table 84 Mixed Retailers Outlets by Channel: Units 2016-2021
  • Table 85 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
  • Table 86 Mixed Retailers GBO Company Shares: % Value 2017-2021
  • Table 87 Mixed Retailers GBN Brand Shares: % Value 2018-2021
  • Table 88 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
  • Table 89 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
  • Table 90 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 91 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
  • Table 92 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
  • Table 93 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
  • Table 94 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
  • Table 95 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026
DIRECT SELLING IN KENYAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Direct Selling benefits from eased restrictions in 2021 following a sharp decline the previous year
  • E-commerce continues to provide stiff competition to direct selling in 2021
  • International player Avon announces plans to launch in Kenya
PROSPECTS AND OPPORTUNITIES
  • International players continue dominating direct selling in 2022 and beyond
  • Social media continues to blur the lines between direct selling and e-commerce
  • Customers maintain their negative image of direct selling in 2022 and beyond
CHANNEL DATA
  • Table 96 Direct Selling by Category: Value 2016-2021
  • Table 97 Direct Selling by Category: % Value Growth 2016-2021
  • Table 98 Direct Selling GBO Company Shares: % Value 2017-2021
  • Table 99 Direct Selling GBN Brand Shares: % Value 2018-2021
  • Table 100 Direct Selling Forecasts by Category: Value 2021-2026
  • Table 101 Direct Selling Forecasts by Category: % Value Growth 2021-2026
E-COMMERCE (GOODS) IN KENYAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Ongoing smartphone penetration boosts the popularity of e-commerce in 2021
  • Courier services and pick-up points continue to expand in Kenya
  • The competitive landscape intensifies as more operators launch an online presence
PROSPECTS AND OPPORTUNITIES
  • E-commerce continues gathering pace in 2022 and beyond
  • The competitive landscape heats up as store-based retailers take an omnipresence approach
  • Fraud cases on the rise in line with the rapid growth of e-commerce
CHANNEL DATA
  • Table 102 E-Commerce (Goods) by Channel and Category: Value 2016-2021
  • Table 103 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
  • Table 104 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
  • Table 105 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
  • Table 106 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
  • Table 107 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026
MOBILE E-COMMERCE (GOODS) IN KENYAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • For many Kenyans, the mobile internet is the internet
  • On-demand grocery delivery boosts the performance of mobile e-commerce
  • Safaricom switches its focus purely to its mobile app M-Pesa in 2021
PROSPECTS AND OPPORTUNITIES
  • Mobile e-commerce benefits from improved mobile internet infrastructure in 2022 and beyond
  • Lower-income consumers gradually enter the mobile e-commerce channel
  • Cash payments will gradually decline in Kenya
CHANNEL DATA
  • Table 108 Mobile E-Commerce (Goods): Value 2016-2021
  • Table 109 Mobile E-Commerce (Goods): % Value Growth 2016-2021
  • Table 110 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
  • Table 111 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026