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Market Research on Kenya

Euromonitor International publishes the worlds' most comprehensive market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Kenya.

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Euromonitor Kenya reports also cover: retailing, consumer food service, ingredients, institutional channels, luxury goods, personal care, health and wellness products, nutrition, tobacco and consumer electronics.

In addition we can provide in-depth data and statistics on: consumer lifestyles, income and expenditure, population, cities, households, the digital consumer, economy, finance and trade.

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Country Report

Retailing in Kenya

The Kenyan economy continued to grow, backed by increasing foreign investment and stable political leadership, as well as a growing focus on the development of youth entrepreneurship. Backed by a strong GDP forecast of 6.5% for 2015, as well as ...

Jan 2016 | US$2,100 | Pages: 49 | Add to cart | View details

Country Report

Grocery Retailers in Kenya

Industry sources indicate that modern retail expansion in Kenya remains below 20%, with neighbourhood kiosks, market stalls and independent small grocers having a wider footprint. Over the review period, modern grocery retailers fiercely competed for...

Jan 2016 | US$990 | Pages: 30 | Add to cart | View details

Country Report

Non-Grocery Specialists in Kenya

Growing interest in internet retailing among young urban consumers during the review period, with popular online retailing companies such as Jumia and Rupu advertising heavily, led to online sales platforms becoming popular for non-grocery ...

Jan 2016 | US$990 | Pages: 27 | Add to cart | View details

Country Report

Non-Store Retailing in Kenya

Growing mobile penetration in Kenya and increased infrastructure development by telecommunication companies to provide internet services and affordable internet services promoted internet retailing over the review period. In addition, a growing young...

Jan 2016 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Air Care in Kenya

Higher disposable incomes as more women entered the workforce, as well as increased marketing by manufacturers for air care products, helped to promote consumer spending in this category in 2015. In addition, increased international travel and the ...

Jan 2016 | US$990 | Pages: 13 | Add to cart | View details

Country Report

Bleach in Kenya

Bleach increased in variety in the Kenyan market as a result of manufacturers’ product development, as well as new players entering the market offering similar products, providing a wide array of products from which consumers could select. In ...

Jan 2016 | US$990 | Pages: 14 | Add to cart | View details

Country Report

Dishwashing in Kenya

The rapid expansion of modern retail outlets in Kenya, especially in urban residential areas, as well as the growth of the middle-classes with high disposable incomes, promoted value and volume sales in dishwashing in 2015. These products are solely ...

Jan 2016 | US$990 | Pages: 13 | Add to cart | View details

Country Report

Home Insecticides in Kenya

The high prevalence of malaria in Kenya saw intensified marketing drives by manufacturers. Kenyans were encouraged to protect themselves from mosquitoes due to the predicted prolonged rainy season in 2015. Manufacturers used television and billboard ...

Jan 2016 | US$990 | Pages: 12 | Add to cart | View details

Country Report

Laundry Care in Kenya

Traditional retailing remains key and popular in Kenya, especially amongst low-income consumers, who constitute the largest proportion of the Kenyan population. The rising cost of living widened the income gap, leading to a kadogo economy. This ...

Jan 2016 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Home Care in Kenya

Economic growth, increased foreign investment and improved road infrastructure helped to boost economic development. In addition, higher disposable incomes amongst the Kenyan middle-classes and continued marketing and advertising campaigns by ...

Jan 2016 | US$2,650 | Pages: 53 | Add to cart | View details

Country Report

Polishes in Kenya

Key to promoting value and volume growth in polishes in 2015 were the rising population in Kenya and urbanisation, as Kenyans moved from rural to urban areas in search of a better standard of living, taking up white-collar jobs.

Jan 2016 | US$990 | Pages: 12 | Add to cart | View details

Country Report

Surface Care in Kenya

Surface care products in Kenya are considered luxury products targeting upper-income consumers. This is changing, however, with a growing aspirational middle-class that has high disposable incomes, as well as the rapid expansion of supermarkets and ...

Jan 2016 | US$990 | Pages: 13 | Add to cart | View details

Country Report

Toilet Care in Kenya

Manufacturers engaged in active marketing campaigns throughout 2015, educating consumers on product use. In-store marketing and directly engaging with customers through trade activities promoted value and volume growth. Furthermore, higher disposable...

Jan 2016 | US$990 | Pages: 14 | Add to cart | View details

Country Report

Processed Meat and Seafood in Kenya

Ongoing changes in the palates of Kenyan consumers have led manufacturers in processed meat and seafood to add flavourings through the use of herbs and spices. The presence of chilled meats and seafood garnished with garlic, hot pepper and sweet and ...

Jan 2016 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Processed Fruit and Vegetables in Kenya

Whilst processed fruit and vegetables remains a relatively small category in Kenya due to the relatively high unit prices in the category in comparison with fresh fruit and vegetables, the category continues to register positive growth. This is being...

Jan 2016 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Packaged Food in Kenya

Packaged food achieved strong current value growth in 2015, although growth rates were slightly down from the previous year. This was largely due to manufacturers attempting to keep unit price increases stable in order to encourage consumer spending....

Jan 2016 | US$7,150 | Pages: 179 | Add to cart | View details

Country Report

Rice, Pasta and Noodles in Kenya

As Kenyans lead increasingly fast-paced lives, they look to products that are convenient to prepare, as well as being nutritious and affordable. This has contributed to growth within rice, pasta and noodles during the review period.

Nov 2015 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Soup in Kenya

Soup is not traditionally consumed by Kenyans and thus it is dominated by international brands that largely cater to the expatriate community. However, increased international exposure has led to the adoption of soup as a healthy meal on its own, or ...

Nov 2015 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Sweet and Savoury Snacks in Kenya

Snacking is becoming increasingly popular in Kenya, particularly in rural areas where consumers have little time to sit down for a meal. Additionally, rising disposable incomes amongst middle-income consumers has seen growth in sales of sweet and ...

Nov 2015 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Sauces, Dressings and Condiments in Kenya

Westernisation combined with increased disposable income amongst the middle classes has contributed to the strong current value growth in sauces, dressings and condiments. Exposure to different menu items that require the addition of sauces and ...

Nov 2015 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Analgesics in Kenya

Analgesics remained the biggest consumer health category in Kenya in 2015, with growth in the category driven by population growth and urbanisation. Products such as acetaminophen are widely available and affordable for the majority of Kenyan ...

Nov 2015 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Cough, Cold and Allergy (Hay Fever) Remedies in Kenya

The rising cost of living in Kenya and the generally high cost of medical services has led to the widespread importation of affordable generic medicines from India and Pakistan, which have flooded into the country in recent years, providing consumers...

Nov 2015 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Dermatologicals in Kenya

Rising consumer awareness of skin allergy management through the increased presence of educational forums and advertising campaigns through online and traditional media channels as well as improved product availability as chemists and pharmacies ...

Nov 2015 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Digestive Remedies in Kenya

With growing urbanisation, there has been an increase in the number of grocery retailers outlets in Kenya’s urban areas seeking to cater to demand among the country’s growing working class population. Roadside eateries are also becoming more common ...

Nov 2015 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Herbal/Traditional Products in Kenya

Local players pushed sales of herbal/traditional products towards the end of the review period by developing active consumer educational and promotional campaigns through television, billboards and radio advertising to create higher awareness of ...

Nov 2015 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Consumer Health in Kenya

The Kenyan economy continues to grow, backed by growing foreign investment, stable political leadership and a growing focus on the development youthful entrepreneurship. Backed by a strong GDP forecast of 6.5% for 2015 as well as a relatively low ...

Nov 2015 | US$2,650 | Pages: 80 | Add to cart | View details

Country Report

Sports Nutrition in Kenya

General growth in internet retailing in Kenya has provided a sound platform for the retailing of sport nutrition products to the category’s target audience of young people, enabling products to be sold at affordable prices, making them more appealing...

Nov 2015 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Vitamins and Dietary Supplements in Kenya

Urbanisation is growing at a rapid rate in Kenya, with the country’s major cities expanding quickly to cater for rising population levels as more Kenyans enter white collar professions. The rising urban population, increasingly busy lifestyles and ...

Nov 2015 | US$990 | Pages: 35 | Add to cart | View details

Country Report

Weight Management in Kenya

In Kenya, there is a growing variety of weight management products becoming available, mainly retailed through health food shops and chemists/pharmacies as well as through direct selling. Obesity is becoming a major health concern among the Kenyan ...

Nov 2015 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Wound Care in Kenya

First aid awareness is growing among the Kenyan population as corporate organisations continue to adopt mandatory first aid training due to growing levels of insecurity in Kenya, which has seen many Kenyans not only purchase wound care products for ...

Nov 2015 | US$990 | Pages: 18 | Add to cart | View details

Country Briefing

Risks and Vulnerabilities: Kenya

Kenya’s has been posting strong economic growth since 2010 due to high government spending on infrastructural projects, low oil prices and increase in consumer demand. The presence of a large consumer market along with discoveries of new hydrocarbon ...

Nov 2015 | US$250 | Pages: 16 | Add to cart | View details

Country Report

Biscuits and Snack Bars in Kenya

Biscuits are considered to be classic snack products in Kenya, usually consumed with tea and also eating largely by children, teenagers and young adults, particularly those studying at boarding school. The growth of Kenya’s middle class and ...

Oct 2015 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Ice Cream and Frozen Desserts in Kenya

Rising disposable income levels and increased product availability continue to drive growth in ice cream in Kenya. The rising number of ice cream parlours and the presence of fast food outlets such as Kentucky Fried Chicken (KFC) offering ice cream ...

Oct 2015 | US$990 | Pages: 27 | Add to cart | View details

Country Report

Spreads in Kenya

Spreads in Kenya is seeing increased consumer support due to high levels of manufacturer activity in terms of local brands as well as the increase being noted in the number of imported spreads brands on retail shelves. Imported spreads are popular ...

Oct 2015 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Baked Goods in Kenya

The decline recorded in wheat imports to Kenya towards the end of the review period saw the average unit price of baked goods rising in 2015, negatively influencing consumption of bread and cakes during the year. Kenya is a country with a wheat ...

Oct 2015 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Breakfast Cereals in Kenya

The increasingly busy lifestyles of many Kenyan consumers has helped to boost growth rates in breakfast cereals in recent years. This is due to the convenience that breakfast cereals offer as consumers are able to take the cereals with them to ...

Oct 2015 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Oils and Fats in Kenya

2015 saw the leading manufacturers of oils and fats in Kenya engaging in product price reductions, especially for products positioned in cooking fats, while overall packaging innovation was also undertaken with the aim of promoting brand loyalty and ...

Oct 2015 | US$990 | Pages: 30 | Add to cart | View details

Country Report

Cheese in Kenya

Cheese consumption in Kenya is increasing thanks to rising disposable incomes, the growing popularity of fast food and a shift in home cooking styles that has seen more Kenyans incorporate cheese into various types of meals and snacks. At the same ...

Sep 2015 | US$990 | Pages: 27 | Add to cart | View details

Country Report

Drinking Milk Products in Kenya

The rising cost of living in Kenya, and in particular rising prices for branded milk products, has increased the popularity of mobile milk traders selling unpackaged fresh milk (the quality of which is not guaranteed) at lower prices in urban ...

Sep 2015 | US$990 | Pages: 29 | Add to cart | View details

Country Report

Sugar Confectionery in Kenya

Children are the main consumers of sugar confectionery, hence strong population growth in Kenya continued to support robust growth in retail volume and current value sales for the category in 2015. The category also benefited from an expanding base ...

Sep 2015 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Baby Food in Kenya

To reach more middle and low income consumers, who make up the majority of the Kenyan population, Nestlé made its dried baby food brand Cerevita available in smaller and more affordable pack sizes in 2015. The 80g and 40g sachets retail for KES70 and...

Sep 2015 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Chocolate Confectionery in Kenya

Rising disposable incomes, a trend closely linked to the growing participation of women in the workforce, continued to boost consumer spending on chocolate confectionery in Kenya in 2015. At the same time, increased international travel and the ...

Sep 2015 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Gum in Kenya

Sugar free chewing gum gained popularity in Kenya during the review period. This was partly due to improvements in retail distribution, but also the result of rising consumer awareness of the dental health benefits of such products. Demand was ...

Sep 2015 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Other Dairy in Kenya

Other dairy retail volume sales grow by 3% in 2015; current value sales grow by 8% Distribution of and demand for other dairy products remains negligible in Kenya in 2015. Cream and coffee whiteners are available from modern grocery retailers ...

Sep 2015 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Yoghurt and Sour Milk Products in Kenya

During the review period, rising rates of obesity, diabetes and related illnesses among the urban population prompted the Kenyan government (through the Ministry of Health) to engage in public health awareness campaigns. These campaigns helped to ...

Sep 2015 | US$990 | Pages: 27 | Add to cart | View details

Country Report

Confectionery in Kenya

Cadbury Kenya Ltd maintained its strong lead in chocolate confectionery in 2015 with a value share of 40%. The company’s Cadbury Fudge and Cadbury Dairy Milk were the first and second leading brands in the category in value sales terms, while its ...

Sep 2015 | US$2,100 | Pages: 37 | Add to cart | View details

Country Report

Dairy in Kenya

Local producer Brown’s Cheese was the leading company in cheese in 2015 with an overall value share of 22%, followed by Raka Milk Processors Ltd with a 19% share. Happy Cow Kenya Ltd placed third with a value share of 15%, while Eldoville Dairies Ltd...

Sep 2015 | US$2,100 | Pages: 47 | Add to cart | View details

Country Report

Car Rental in Kenya

The demand for car hire continued to increase over the review period, driven by the increasing number of business travellers. Sales for the category were boosted to some extent by the performance of business car rental, which recorded the strongest ...

Sep 2015 | US$990 | Pages: 12 | Add to cart | View details

Country Report

Lodging in Kenya

Lodging recorded positive value growth of 7% in 2014. Growth was driven by hotels, which recorded the highest value growth of 8%. Hotels are supported by the growing presence of globally recognised hotel chains. During the review period, Villa Rosa ...

Sep 2015 | US$990 | Pages: 14 | Add to cart | View details

Country Report

Travel in Kenya

The threat of terrorism, coupled with Ebola in West Africa, resulted in advisories being issued in tourist source markets in Europe and America; consequently, the number of tourist arrivals in 2014 continued to be heavily affected. Despite these ...

Sep 2015 | US$2,100 | Pages: 45 | Add to cart | View details
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