After suffering through an unsteady (in economic terms) 2012 and waiting to see what repercussions the March 2013 elections might bring , Kenyan consumers entered 2013 comforted by good weather (and lower food prices), declining inflation and the benefits of a peaceful government transition. On the other hand, a large proportion of Kenyans live in poverty, and this has led to a burgeoning informal market. As well, Kenya is home to many different tribes whose traditions and consumption habits var
Consumer Lifestyle Reports provide current and detailed snapshots of the unique behaviours, attitudes and spending patterns of consumers in Kenya.
In addition to covering important core topics like household disposable income, consumer expenditure, savings and credit and housing and home ownership, this report also contains hard-to-find statistics on more specific consumer-related topics like eating and drinking habits, shopping habits, preferred types of stores and retail venues, clothing and fashion trends and descriptions of how consumers spend their leisure and recreation time.
A consumer segmentation section in the report breaks down the Kenya’s consumers by specific age groups, ranging from babies and infants to pensioners; highlighting the factors that influence purchasing decisions and the products in greatest demand for each segment.
Use the Consumer Lifestyle in Kenya report to answer questions including:
- In what types of stores do consumers shop for food and drink?
- Do commuters drive cars to work or take public transport?
- How do ethnic groups influence consumer preferences and expenditure trends?
- How many households own microwave ovens? Personal computers? Refrigerators?
- On the whole, are the Kenya’s consumers spenders or savers?
- Where do consumers go on holiday and how much do they spend?
- How well are consumers served by the Kenya’s healthcare system?
Buy Consumer Lifestyle reports to:
- Get a quick, clear and comprehensive understanding of consumer trends, attitudes and behaviour in Kenya with relevant data conveniently laid out in a single, easy-to-read document
- Immediately gain hard-to-discern insights from local analysts into the factors that influence daily decision-making processes of Kenya consumers as they shop for and buy needed products and services
- Save research time and effort by quickly identifying unique (or in some cases similar) consumer attributes and characteristics that explain the demand for specific products and services in Kenya
- Quickly grasp the dynamics and direction of Kenya’s retail distribution network in order to understand how manufacturers and distributors get their products to consumers
Table of Contents
CONSUMER HABITS IN CONTEXT
Current Behaviour within the Broader Economic Climate
- Chart 1 Misery Index 2007-2012
- Chart 2 Number of Students in Higher Education and Expenditure per Student in PPP Terms 2006-2011
- Chart 3 Regional Ranking of Number of University Students 2012
Women in the Workplace
Alternative Work Options
- Chart 4 Employed and Unemployed Population 2007-2012
- Chart 5 Population Aged 15-64 Compared with Old-Age Dependency Ratio 2000-2020
Attitudes towards Food Trends
- Chart 6 Per Capita Expenditure on Consumer Foodservice by Chained and Independent 2012
- Chart 7 Regional Ranking of Availability of Fresh Fruit and Vegetables 2012
Attitudes towards Drinking
Drinking Inside the Home
Drinking Outside the Home
- Chart 8 Per Capita Consumption of Alcoholic Drinks and Soft Drinks by Category 2012
- Chart 9 Regional Ranking of Alcoholic Drinks Consumption: Off-trade vs On-trade 2012
Attitudes towards Personal Care
Attitudes towards Beauty
Use of Hair Care Salons, Spas, Nail and Beauty Parlours
- Chart 10 Value Sales of Beauty and Personal Care Key Categories 2007-2012
- Chart 11 Regional Ranking of Per Capita Sales of Men's Grooming Products 2012
Attitudes towards Clothing
Attitudes towards Footwear
Attitudes towards Personal Adornment
Attitudes towards Accessories/Luxury Goods
- Chart 12 Consumer Expenditure on Clothing and Footwear 2007-2012
- Chart 13 Regional Ranking of Consumer Expenditure on Clothing and Footwear as a Proportion of Total Consumer Expenditure 2012
HEALTH AND WELLNESS HABITS
Public versus Private Healthcare
Attitudes to Health and Well-being
Over-the-Counter Versus Prescription-Only Medicines (OTC vs POM)
Sport and Fitness
- Chart 14 Growth in OTC Expenditure on Pharmaceuticals Compared with Healthy Life Expectancy at Birth 2007-2012
- Chart 15 Regional Ranking of Obese and Overweight Population 2012
Attitudes to Smoking
- Chart 16 Smoking Prevalence amongst Men and Women 2007-2012
- Chart 17 Regional Ranking of Smoking Prevalence 2012
Attitudes to Shopping
Main Household Food and Non-Food Consumables Shop
Top-Up Food Shopping
Shopping for Big-Ticket Items
E-commerce and M-commerce
- Chart 18 Importance of Hypermarkets, Supermarkets and Discounters within Grocery Retailing 2012
- Chart 19 Regional Ranking of Internet Users 2012
Public Holidays, Celebrations and Gift-Giving
- Chart 20 Regional Ranking of Consumer Expenditure on Leisure and Recreation as a Proportion of Total Consumer Expenditure 2012
DIY AND GARDENING HABITS
Attitudes to DIY
Attitudes to Gardening
PET OWNERSHIP HABITS
Attitudes to Pet Ownership
Use of Public Transport
- Chart 21 Number of Scheduled Airline Passengers Carried and Number of Kilometres Travelled 2007-2012
- Chart 22 Length of Public Railway Operated and Number of Kilometres Travelled 2007-2012
- Chart 23 Length of Road Network 2007-2012
- Chart 24 egional Ranking of Possession of Passenger Cars 2007-2012
Attitudes to Taking Holidays
Main Holiday-Taking Trends
Domestic versus Foreign Holidays
- Chart 25 Domestic and Outgoing Tourist Expenditure by Sector 2007-2012
Attitudes toward Payment Methods
Loans and Mortgages
- Chart 26 Consumer Lending Compared with Savings and Savings Ratio 2007-2012
- Chart 27 Regional Ranking of Financial Cards in Circulation 2012