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 Market Research for Kenya

Euromonitor publishes reports on industries, consumers and demographics in Kenya.

  • Industry specific reports offer insight into market size and market share in Kenya; as well as industry trends in each specific industry.
  • The Consumer Lifestyles in Kenya report examines national lifestyle habits, ranging from health and living standards, income and earning patterns, eating and drinking habits, to home ownership trends.
  • Kenya in 2030: The Future Demographic contains information on long term population changes, population by gender, consumer segment: babies, infants, toddlers, children, tweenagers, teenagers, studying age, young-adults, middle-aged adults, and the elderly.

View our Kenya statistics factfile.

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Country Report

Cotton Wool/Buds/Pads in Kenya

Cotton wool/buds/pads continued to see slow sales growth from a low base at the end of the review period. Sales are being boosted by an expanding mid-income group and rising disposable income levels. A growing focus on hygiene is also supporting ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Incontinence in Kenya

Sales of incontinence remained insignificant at the end of the review period. There is little retail distribution for these products, which are typically only offered by larger chemists/pharmacies and healthcare institutions. Sales also continue to ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Kenya

Nappies/diapers benefited from the widening availability of single-unit packs towards the end of the review period. These packs target low- to mid-income consumers who use nappies/diapers only at night or while travelling. Kimberly Fay's Huggies was ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Tissue and Hygiene in Kenya

Tissue and hygiene is benefiting strongly from rising disposable income levels in Kenya and an expanding mid-income group. Sales grew strongly over the review period, as consumers began to buy a widening range of tissue and hygiene. Urbanisation and ...

Mar 2015 | US$2,400 | Add to cart | View details

Country Report

Retail Tissue in Kenya

There was a growing focus on hygiene in Kenya during the review period, with this being encouraged by a number of trends including urbanisation and rising adult literacy rates. Strong hygiene education campaigns by the government are also increasing ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Sanitary Protection in Kenya

Only around 30-40% of adult women in Kenya use sanitary protection, with most alternatives such as cotton wool, recycled clothing, sponges or toilet paper. These alternatives are considerably more affordable and also have an entrenched popularity and...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Bleach in Kenya

Rising disposable income levels proved both a help and a hindrance to sales of bleach at the end of the review period. Bleach is widely used for cleaning homes in Kenya and has a strong traditional appeal, with rising disposable income levels for ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Dishwashing in Kenya

Dishwashing benefited strongly from urbanisation and a growing focus on hygiene in Kenya during the review period. Sales notably benefited from the government's hygiene education campaigns and from Kronex's Germ-free Kenya campaign, with the latter ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Home Insecticides in Kenya

Kenya was once the dominant global producer of pyrethrum, a major raw material in home insecticides. In 1998, the country accounted for around 70% of global production. However, for much of the review period the state had a monopoly on buying, ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Laundry Care in Kenya

The household penetration of automatic washing machines remained low at the end of the review period, with fewer than 21% of households having these appliances. However, there was a marked rise in household penetration during the review period, with ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Home Care in Kenya

Home care saw sales boosted by a number of factors in the forecast period, including urbanisation and rising disposable income levels. Kenya's growing urban mid-income group is notably a key consumer group for home care. However, sales growth ...

Mar 2015 | US$2,400 | Add to cart | View details

Country Report

Polishes in Kenya

Shoe polish benefited strongly from rising disposable income levels during the review period, with an expanding mid-income group resulting in consumers increasingly prioritising a well-groomed appearance. There is a particular emphasis on looking ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Surface Care in Kenya

Sales of surface care continue to be hindered by the widespread usage of bleach, standard powder detergents and bar detergents for cleaning homes. These alternatives are lower in prices, have a strong tradition in Kenya and are also preferred due to ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Air Care in Kenya

Gel air fresheners saw the strongest volume growth in air care in 2014 over the previous year, with an impressive increase of almost 8%. This was linked to a number of factors, including a widening mid-income group in the country and rising ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Toilet Care in Kenya

Toilet care benefited from an expanding mid-income group in Kenya during the review period and from a rise in the household penetration of flush toilets. While the majority of households continue to lack flush toilets, levels rose from 16% in 2009 to...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Retailing in Kenya

Kenya’s double-digit economic growth projections are promising thanks to sound macroeconomic policies having been put in place. The retail industry remains vibrant, with supermarket chains expanding beyond Kenya’s boundaries. The industry registered ...

Mar 2015 | US$1,900 | Pages: 55 | Add to cart | View details

Country Report

Grocery Retailers in Kenya

The retail structure in Kenya is evolving, with a move from traditional to modern retailing. A growing mall culture in Kenya has promoted the rapid expansion of grocery retailing due to the increasing number of supermarkets and hypermarkets, which ...

Mar 2015 | US$900 | Pages: 36 | Add to cart | View details

Country Report

Non-Grocery Specialists in Kenya

Kenyans’ increasing taste for fashionable consumer goods continues to attract global international brands to the country’s urban centres. International brands are positioning themselves to exploit this growing appetite for the finer things in life, ...

Mar 2015 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Non-Store Retailing in Kenya

Non-store retailing recorded current value growth of 13% in 2014. Although the channel only accounted for 1% of total retail value sales in the country, it outperformed store-based retailing. Non-store retailing in Kenya continued to be driven by ...

Mar 2015 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Concentrates in Kenya

Concentrates remains a small category within Kenya, and it is showing steady growth from a low base. Parents normally add concentrated drinks to their children’s lunch packs for school, as it is a more affordable alternative than juice. Concentrated...

Feb 2015 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Juice in Kenya

Kenyans are increasingly responding positively to products deemed to provide health benefits across all juice categories, with fresh juice being largely preferred. The positivity translates into increased consumer demand for juice. Juice products in ...

Feb 2015 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Soft Drinks in Kenya

Soft drinks once again posted positive current value growth in 2014 despite prevailing internal insecurity issues that have led to a rise in political temperatures in the country. Prolonged hot weather in the country, affordable product pricing and ...

Feb 2015 | US$1,900 | Pages: 56 | Add to cart | View details

Country Report

Bottled Water in Kenya

Given the limited access to safe drinking water in Kenya, bottled water sales remained strong in the country. A high number of households in Kenya, in both urban and rural areas, do not have access to safe drinking water. Local county authorities ...

Feb 2015 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Carbonates in Kenya

Carbonated drinks in Kenya continue to enjoy consumer support, despite the fact that they are deemed unhealthy in comparison to other beverages such as juice or bottled water. Their continued support is due to their affordability in comparison to ...

Feb 2015 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Other Hot Drinks in Kenya

Growth in this category was attributed to increased marketing activities among manufacturers during the year. In addition, higher disposable income among consumers and a growing health perception of various hot drink brands which are believed to help...

Feb 2015 | US$900 | Pages: 16 | Add to cart | View details

Country Report

Hot Drinks in Kenya

Whilst sales of hot drinks continued to increase in both value and volume terms in 2014, the growth was slower than it was the previous year. The increased adoption of western culture amongst working professionals, as well as increased urbanisation ...

Feb 2015 | US$1,900 | Pages: 33 | Add to cart | View details

Country Report

Tea in Kenya

Tea consumption in Kenya continued to grow steadily in 2014, largely due to continued marketing campaigns by KETEPA and Sasini Tea of their flagship brands, Fahari ya Kenya and Sasini tea, positioning them as products that are suitable for the whole ...

Feb 2015 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Coffee in Kenya

There is a growing increase in the local consumption of coffee, especially among young working professionals. Coffee in Kenya has positioned itself as a premium product, with a growth in coffee shops in many urban centres and upper-income ...

Feb 2015 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Tourism Flows Domestic in Kenya

Domestic tourism in Kenya was heavily affected by electioneering events in early 2013. During such periods, Kenyans are normally apprehensive of any movement except in areas where one is perceived to be acceptable politically. However, the message ...

Feb 2015 | US$900 | Pages: 10 | Add to cart | View details

Country Report

Tourism Flows Inbound in Kenya

Kenya saw an increase in number of arrivals in 2013, although growth was heavily affected by the threat of terrorism in the country. The situation was further worsened by an attack on Westgate Shopping Mall were 67 people were killed and subsequent ...

Feb 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Tourism Flows Outbound in Kenya

The number of outbound trips continued to increase in 2013 but at a marginally slower rate compared to the previous year following a long period of electioneering at the start of the year and then the threat of terrorism. Kenya Airways did not reduce...

Feb 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Tourist Attractions in Kenya

Increased awareness of Kenya’s historic sites has led to groups touring such places. For their part, the keepers of such sites have improved their care of these attractions following Kenya’s devolved government system which requires counties to ...

Feb 2015 | US$900 | Pages: 10 | Add to cart | View details

Country Report

Transportation in Kenya

The transportation industry in Kenya has been heavily influenced by the threat of terrorism and the shifting preferences of European visitors as a result of the economic crisis. As a result, Kenya and other African countries increasingly look to ...

Feb 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Travel Accommodation in Kenya

The Kenyan hotel industry posted a mixed performance in 2013. The category saw slow growth, mainly due to the increasing threat of terrorist attacks in Nairobi. Following the Westgate Shopping Mall attack, travel advisories from leading Western ...

Feb 2015 | US$900 | Pages: 13 | Add to cart | View details

Country Report

Travel Retail in Kenya

Travel retail witnessed slow growth in 2013 in terms of number of outlets but strong growth in current value terms as a high number of businesses sought long-term deals with travel retailers, offering many advantages despite high initial costs. ...

Feb 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Car Rental in Kenya

Kenya’s car rental market experienced growth of 7% in current value terms to reach KES 6.6 billion in 2013. Growth recorded can be attributed to positive economic growth and a surge in leisure and business tourism which utilises car rentals. ...

Feb 2015 | US$900 | Pages: 13 | Add to cart | View details

Country Report

Health and Wellness Tourism in Kenya

Health and wellness tourism in Kenya recorded current value growth of 8% in 2013 to reach sales of KES2.5 billion. The category saw the opening of two new outlets, one in the Masai Mara and another in the Mt Kenya/Aberdare region.

Feb 2015 | US$900 | Pages: 8 | Add to cart | View details

Country Report

Travel and Tourism in Kenya

Kenya’s tourism industry was heavily affected by the ever present threat of terrorism throughout 2013. The number of traditional tourists from the West dwindled following repeated travel advisories against visiting the Kenyan coast, a popular ...

Feb 2015 | US$1,900 | Pages: 67 | Add to cart | View details

City Review

Nairobi City Review

Home to numerous international organisations and companies, Nairobi's importance reaches far beyond Kenya's borders. The city's economy is becoming increasingly oriented towards services; a share of business services and commerce increased from 54% ...

Nov 2014 | US$650 | Pages: 22 | Add to cart | View details

Country Report

Packaged Food in Kenya

Packaged food is set to register single-digit current value growth in 2014, which can be attributed to rising disposable income, especially among the growing number of middle-income Kenyans. In addition, the rising adoption of Western culture as well...

Nov 2014 | US$6,500 | Pages: 211 | Add to cart | View details

Country Report

Sauces, Dressings and Condiments in Kenya

The modern Kenyan is continuously moving towards some usage of herbs as a way of health consciousness, but has remained guarded in terms of heavy usage of the same. With the rising cost of industrially-manufactured medicine, people have taken keen ...

Nov 2014 | US$900 | Pages: 50 | Add to cart | View details

Country Report

Soup in Kenya

Soup suffers mistrust from consumers. Kenyans are traditionally used to having soup by the roadside and in particular at rehabilitation centres as well as drinking establishments. In other words, soup was always associated with people who were ...

Nov 2014 | US$900 | Pages: 45 | Add to cart | View details

Country Report

Sweet and Savoury Snacks in Kenya

Sweet and savoury snacks is still being treated as a luxury food category with most consumers assumed to be youths and teenagers, in particular, females. However, the category was affected by the government taxation on foods thereby raising prices ...

Nov 2014 | US$900 | Pages: 46 | Add to cart | View details

Country Report

Noodles in Kenya

Kenya’s packaged food market experienced slow growth in 2013 due to poor supplies in the market. Despite these supply challenges, noodles sales witnessed positive growth throughout the review period, recording a 19% current value growth to reach ...

Nov 2014 | US$900 | Pages: 46 | Add to cart | View details

Country Report

Pasta in Kenya

The category is bound to suffer from poor availability and low advertising for promotional purposes as witnessed in 2013. However, pasta is heading towards a competitive phase with new products expected to come to the market as more Kenyans try to ...

Nov 2014 | US$900 | Pages: 45 | Add to cart | View details

Country Report

Frozen Processed Food in Kenya

The majority of Kenyan consumers tend to prefer fresh foods rather than frozen processed food. Fresh food are comparably cheaper and regarded as tastier and healthier. Frozen processed food category has a bad reputation for getting spoiled quickly, ...

Nov 2014 | US$900 | Pages: 49 | Add to cart | View details

Country Report

Canned/Preserved Food in Kenya

Canned/preserved food in Kenya continues to be plagued by the inherent mistrust that the majority of Kenyans have for canned/preserved food, with some categories such as canned/preserved beans enjoying more trust and thus higher demand than ...

Nov 2014 | US$900 | Pages: 47 | Add to cart | View details

Country Report

Chilled Processed Food in Kenya

Kenya’s chilled processed food category is expected to experience positive growth in value in 2014. Growth for chilled processed food continues to be boosted by the increasing investment in refrigeration in the retail industry during the review ...

Nov 2014 | US$900 | Pages: 47 | Add to cart | View details

Country Report

Dried Processed Food in Kenya

Rice is consumed by consumers of all income levels in Kenya, the category remains the dominant category within Kenya dried processed food category. Rice is considered to be one of the main staple foods in Kenya, after ugali (papl) and wheat, and is ...

Nov 2014 | US$900 | Pages: 46 | Add to cart | View details

Country Report

Biscuits in Kenya

Plain biscuits is set to remain the biscuits category with the strongest growth during 2014 as this is a category with a very wide variety of products on offer. Whilst biscuit consumption is expected to have risen over the course of 2014, the ...

Nov 2014 | US$900 | Pages: 46 | Add to cart | View details
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