Consumer Lifestyle

Kenya Flag Consumer Lifestyles in Kenya

Price: US$2,100

About this Report

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


Current Behaviour within the Broader Economic Climate

Consumer Confidence

Misery Index

  • Chart 1 Misery Index 2007-2012


School Life

University Life

Adult Learning

  • 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


Working Conditions

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


Dining In

Dining Out

Café Culture

Snacking Habits

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

Male Grooming

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


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


Smoking Prevalence

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

Personal Shopping

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


Staying In

Going Out

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


Attitudes to DIY

Attitudes to Gardening


Attitudes to Pet Ownership


Getting Around

Use of Public Transport

Air Travel

  • 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


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