Consumer Spending and Shopping Patterns in Kenya

  • ID: 3873164
  • Report
  • Region: Kenya
  • 103 Pages
  • Datum Intel
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Wholesale and Retail Trade is a Key Sector in Kenya Contributing about 11% to the Total GDP

FEATURED COMPANIES

  • Alcatel
  • Chicken Inn
  • Hot Point
  • LG
  • Naivas
  • Nivea
  • MORE
Rapid and long-lasting growth for consumer products companies requires a strong market, and as many African nations face economic hurdles, Kenya has been on the rise. Establishing footprints in Kenya now can lead to a long-term regional competitive advantage.

As the Kenya’s ‘consumer class’ continue to rise, many executives of consumer products companies are stuck on the puzzle on how to turn these enormous opportunities into profits for their companies.

Our experience in East Africa illustrates that there are massive prospects for consumer goods companies in Kenya and the region, but translating this into opportunities requires a change in strategy and mindset. But how can you translate Kenya's rapid growth and rising ‘consumer class’ into success for your company?

Our study on the ‘Consumer Spending and Shopping Patterns in Kenya’ addresses this question and provides a comprehensive solution by showcasing an understanding of the Kenyan consumers, and learning from the Africa’s pioneers.

The study provides answers to these critical question among other key questions:

- What are the consumer shopping patterns, habits and expenditures in Kenya?
- Which consumer products do they prefer, select and consume? And why?
- What activities do Kenyans do online, what do they purchase and how often?

Products mentioned:

- Home appliances
- Home electronics
- Mobile electronics
- Clothing, shoes and accessories
- Healthcare
- Beauty care
- Automobiles
Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Alcatel
  • Chicken Inn
  • Hot Point
  • LG
  • Naivas
  • Nivea
  • MORE
1 Background and executive summary

2 Country profile
- Country Profile - Summary
- Historical and Political Context
- Geographical Characteristics and Distribution of the Main Areas
- Infrastructure & Transport
- Mobile financial services and economic interaction
- Kenyan economic growth
- Double-digit food price inflation
- Business Environment and Emerging Opportunities
- Kenya’s Exports and Imports
- Kenya’s Infrastructure Progress
- Ease of doing Business in Kenya
- Population and urbanizing
- Kenya distribution of per capita income
- Logistical competence and operation

3 Consumer spending levels & shopping patterns
- Methodology
- Income segmentation
- Consumer landscape summary
- Shopping patterns, habits and expenditure by social economic class
- Breakfast foods & cereals
- Packaged foods
- Staples
- Snack foods
- Chocolate and candy
- Soft drinks
- Beer
- Wine
- Spirits & alcoholics
- Ice Cream
- Hair care
- Cosmetics
- Consumer saving patterns and habits by social economic class
- Shopping locations, habits and preferences by social economic class

4 Market positioning of Retail outlets by categories
- Home appliances
- Home electronics
- Clothing Footwear & Accessories
- Home care
- Snack foods
- Spirits & Alcoholic beverages

5 Deep focus on major brand consumption
- Brand penetration and consumption - Mobile phones, smart phones
- Rationale for brand consumption patterns - Mobile phones, Smart phones
- Brand penetration and consumption - Home electronics (e.g., stereo, television)
- Rationale for brand consumption patterns - Home electronics (e.g., stereo, television)
- Brand penetration and consumption - Hair care products
- Rationale for brand consumption patterns - Hair care products
- Brand penetration and consumption - Fast-food restaurants
- Rationale for brand consumption patterns - Fast-food restaurants
- Brand penetration and consumption - Spirits and other alcoholic beverages
- Rationale for brand consumption patterns - Spirits and other alcoholic beverages
- Brand penetration and consumption - Snack foods (e.g., chips, crisps, nuts)
- Rationale for brand consumption patterns - Snack foods (e.g., chips, crisps, nuts)
- Brand penetration and consumption - Breakfast cereals
- Rationale for brand consumption patterns - Breakfast cereals

6 Focus: Internet access & online shopping
- Internet usage by device
- Internet accessibility by location
- Internet consumption by age
- Online shopping rationale
- Online shopping frequency by SECs
- Online shopping expenditures
- Online shopping experience
- Online shopping by products
- Online shopping payment methods

7 Appendix: overview of the total sample
- Number of interviews by PSUs
- Number of interviews by age
- Number of interviews by gender
- Number of interviews by marital status
- Number of interviews by income bracket
- Number of interviews by education
- Number of interviews by profession
Note: Product cover images may vary from those shown
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- Alcatel
- Ampex
- Blackberry
- Cadbury - Kenya
- Chicken Inn
- Diageo
- East African Breweries Limited
- Galito’s
- Haco Tiger Brands
- Hot Point
- Huawei
- ITEL Mobile
- Kenya Wine Agencies Ltd
- L'Oréal
- LG
- Movit
- Mr. Price
- Naivas
- Nakumatt
- Nestlé
- Ningbo Bird Co. Ltd.
- Nivea
- Nokia
- Pernod Ricard
- Samsung
- Sony
- Tecno
- Uchumi
- Unilever
- Woolworths
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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