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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.
  • Our Kenyan Country Briefings and Kenyan Country profile provide in-depth medium term economic and consumer trend data and analysis.
  • 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 Briefing

Technology, Communications and Media: Kenya

Mobile telephony has been the key enabler of Kenyan telecom growth. Voice penetration has expanded fast, due to competition and low tariffs, while urban consumers have access to mobile broadband. The National Broadband Strategy aims to enhance rural ...

Aug 2015 | US$250 | Pages: 14 | Add to cart | View details

Country Report

Cigarettes in Kenya

The implementation of the Government’s tobacco laws saw changes in the distribution of cigarettes in Kenya in 2014. Even informal street vendors experienced the impact of increasingly restrictive legislation, in terms of being able to sell ...

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

Country Report

Cigars in Kenya

Cigars and cigarillos are not popular in Kenya and their consumption remains limited. This can be attributed to the high prices of these products, their limited distribution and consumer perception that they are high-end products for wealthy and ...

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

Country Report

Tobacco in Kenya

Unlike the previous year, tobacco recorded current value and volume growth in 2014. The growth in the population, rising disposable incomes and a young population with active night lives and higher disposable incomes has led to a rise in the ...

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

Country Briefing

Business Environment: Kenya

Although Kenya’s business environment suffers from pervasive corruption and bureaucracy, recent oil discoveries, along with its reputation as East Africa’s business hub, are attracting foreign investors to its shores. However, high unemployment and ...

Jul 2015 | US$250 | Pages: 10 | Add to cart | View details

Country Briefing

Income and Expenditure: Kenya

While Kenyans have the lowest incomes across 85 major global nations, projected growth rates are impressive, as the government takes steps to improve the economy. Consequently, consumer spending is on course to surge. Youth-leaning demographics have ...

Jul 2015 | US$250 | Pages: 15 | Add to cart | View details

Country Report

Baby and Child-Specific Products in Kenya

Rising disposable income levels among Kenya's urban dwellers, increased urbanisation and improved access to proper medical care are playing an increasingly important role in educating the Kenyan public about proper care for babies and young children,...

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

Country Report

Bath and Shower in Kenya

In response to Kenya’s growing focus on personal grooming, the leading players in bath and shower have expanded their product portfolios to include longer-lasting scented products. Such products were heavily marketed towards the end of the review ...

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

Country Report

Colour Cosmetics in Kenya

Rising income levels among middle-income consumers and growth in consumer knowledge of cosmetic use boosted volume and value growth in colour cosmetics in 2014. In addition, the increased availability of various products offered under major ...

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

Country Report

Deodorants in Kenya

Changing consumer preferences towards deodorants that are non-staining and which provide all-day sweat protection led manufacturers to launch products designed to meet this emerging demand during 2014. Growth in the numbers of white collar jobs in ...

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

Country Report

Fragrances in Kenya

Increased international travel and better access to the internet have led to improved product accessibility in fragrances. Additionally, high and rising disposable income levels among middle-income consumers and growing urbanisation have also ...

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

Country Report

Hair Care in Kenya

There is a growing perception among Kenyan women that straight and dark hair is attractive, easy to manage and more beautiful than naturally curly hair, which is increasingly perceived as difficult to manage. Leading hair care manufacturers are ...

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

Country Report

Men's Grooming in Kenya

The growing focus on personal grooming among Kenyan men as a result of increased levels of international travel and higher media exposure, coupled with rising disposable incomes, improved product availability and strong media advertising campaigns ...

Jun 2015 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Oral Care in Kenya

During the review period, new product launches in oral care focused largely on teeth whitening. Advertisements on billboards and television and in the print media showed sparkling white teeth as the main benefits of using specific oral care products....

Jun 2015 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Beauty and Personal Care in Kenya

Increased penetration of international brands such as US-owned Estée Lauder, Swedish-owned Oriflame and French-owned L’Oréal led to growth in beauty and personal care in 2014. Over the past two years, these players, among others, have expanded their ...

Jun 2015 | US$2,650 | Pages: 84 | Add to cart | View details

Country Report

Sets/Kits in Kenya

Sets/kits remains a very small category in Kenya as the vast majority of Kenyans prefer purchasing beauty and personal care products in small units.

Jun 2015 | US$990 | Add to cart | View details

Country Report

Skin Care in Kenya

In addition to the growing interest in natural products among Kenyan consumers, which saw manufacturers develop and enhance their products by including natural ingredients such as shea butter, coconut oil, olive oil, jojoba, neem and aloe vera ...

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

Country Report

Sun Care in Kenya

Sales of sun care remain low in Kenya, although there is a focus on specific facial care and body care products that are sun care specific. This can be attributed to the growing number of expatriates living in the country and the increased awareness ...

Jun 2015 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Depilatories in Kenya

The increased adoption of western culture among Kenyan women has led to an increase in the uptake of hair removers/bleaches. These products are easier to use than women's razors and blades. Increased personal grooming, especially among female college...

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

Country Report

Beer in Kenya

Beer production in Kenya declined over the course of 2014, mainly due to higher taxes imposed on economy beers, which significantly affected sales of East African Breweries Ltd (EABL)’s Senator Keg brand. This was due to a price increase from KES30 ...

Jun 2015 | US$990 | Pages: 31 | Add to cart | View details

Country Report

Cider/Perry in Kenya

Cider consumption remains very low in Kenya as the majority of consumers are unaware of these products. Manufacturers engage in little to no advertising for their brands in this category. Cider/ perry tends to have very limited distribution and these...

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

Country Report

Alcoholic Drinks in Kenya

The alcoholic drinks market in Kenya experienced a volume sales decline in 2014 due to the sharp decrease recorded in volume sales of economy beer. Beer is the biggest category in alcoholic drinks in Kenya and the tax imposed on economy beer in ...

Jun 2015 | US$2,100 | Pages: 71 | Add to cart | View details

Country Report

Rtds/High-Strength Premixes in Kenya

The growth recorded in the number of financially independent women living in Kenya accelerated during 2014, in line with the growth recorded in the number of middle-class households. This has led to cultural changes, with women now accepted as ...

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

Country Report

Spirits in Kenya

Rising disposable income levels among middle-income consumers promoted growth in spirits volume and value sales in 2014. Additionally, the rising drinking culture among the young working middle-income class and the popularity of spirits among these ...

Jun 2015 | US$990 | Pages: 36 | Add to cart | View details

Country Report

Wine in Kenya

Increased International exposure to wine and wine culture through television, the internet and international travel promoted growth and consumption of wine in 2014, with consumption also boosted by the adoption of western culture, with more Kenyans ...

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

Global Briefing

Growth Opportunities for Packaged Hot Drinks in Africa

Africa represents the fastest growing global market for retail hot drinks. This report explores the drivers of rapidly growing consumer demand for coffee, tea and other hot drinks, with a focus on key categories of growth over 2014-2019. It analyses ...

May 2015 | US$1,325 | Pages: 47 | Add to cart | View details

Strategy Briefing

Global Consumer Attitudes to Home Ownership: In Search of a Room of One’s Own

Housing (shelter) is a fundamental human need, but its supply poses complex challenges. The manner in which these challenges are dealt with by markets and governments varies widely around the world, and these variations can have a profound impact on...

Apr 2015 | US$1,200 | Pages: 105 | Add to cart | View details

Global Briefing

Africa: The Final Frontier for Beer

Africa is the final frontier for beer. It is a relatively untapped territory given the noteworthy presence of SABMiller Plc and Heineken NV in key African markets and in upcoming dynamic ones. Brewers face an underdeveloped infrastructure and ...

Apr 2015 | US$1,325 | Pages: 39 | Add to cart | View details

Global Briefing

Middle East and Africa: Growing Opportunities for Consumer Appliances in a Diverse Market

Despite being the second most populated region after Asia Pacific, MEA accounts for a very marginal share in consumer appliances, both in volume and value. However, the region anticipates the second most dynamic growth in consumer appliances over ...

Apr 2015 | US$1,325 | Pages: 60 | Add to cart | View details

Country Report

Analgesics in Kenya

Analgesics continued to be seen by most Kenyans as “on-the-go” first aid remedies and palliatives to pain and undiagnosed ailments. Because of the easy accessibility to such products and their palliative nature for mild undiagnosed ailments and ...

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

Country Report

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

Rising levels of cough-inducing conditions in Kenya, due to prolonged dry weather that has led to dusty conditions coupled together with the increased construction in urban and residential areas, has largely contributed to growth in this category ...

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

Country Report

Dermatologicals in Kenya

Growing middle class with high disposable incomes, an expanding working population with a strong emphasis on personal grooming, and a large young population that are image-conscious, are the main drivers of dermatologicals in value and volume terms ...

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

Country Report

Digestive Remedies in Kenya

Increased marketing by manufacturers, growing product awareness among consumers and rising incidence of digestive ailments, have promoted growth in this category during the review period. Additionally, growing incomes and urbanisation has led many to...

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

Country Report

Herbal/Traditional Products in Kenya

Herbal/traditional products repositioned themselves through product branding, increased consumer awareness through product promotions on the radio, television shows and marketing activity in public places, such as open air markets, bus stops and ...

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

Country Report

Consumer Health in Kenya

Consumer Health in Kenya recorded strong growth in 2014 compared to the previous year. A growth in population, increased awareness among consumers about preventive health care through the use of VDS, coupled with a rise in income levels among ...

Apr 2015 | US$2,650 | Pages: 81 | Add to cart | View details

Country Report

Sports Nutrition in Kenya

Direct marketing at major sports activities and events, such as the annual rugby regional competitions and football matches are the main platforms through which sports nutrition promoters educate the market concerning their products and also ...

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

Country Report

Vitamins and Dietary Supplements in Kenya

Chemists/pharmacies in urban cities in Kenya are now selling vitamins and dietary supplements in smaller units to encourage purchase. The smaller pack sizes are also a way of cutting down on the high initial cost for consumers as these products are ...

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

Country Report

Weight Management in Kenya

Eating habits have changed over time with more Kenyans consuming fast food than they used to, especially the young generation. This can be seen with the growing number of fast food outlets setting up shop in Kenya. Spiralling fast food outlets in ...

Apr 2015 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Wound Care in Kenya

Increased first aid awareness and basic safety techniques training, which include wound management techniques, both at home and in the workplace environment, has spurred the uptake in wound care products. First aid kits are mandatory in the transport...

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

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$990 | Pages: 17 | 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$990 | 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$990 | Pages: 22 | 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$2,650 | Pages: 53 | 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$990 | Pages: 20 | 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$990 | Pages: 19 | Add to cart | View details

Country Report

Wipes in Kenya

Wipes benefited from a number of factors towards the end of the review period, with an expanding mid-income group and rising disposable income levels enabling more consumers to afford these products. Urbanisation and widening distribution for baby ...

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

Country Report

Away-From-Home Tissue and Hygiene in Kenya

Economic growth is supporting sales growth for away-from-home tissue and hygiene in Kenya. The country is seeing strong development in business in major cities, with a growing presence for global companies. Rising disposable income levels are also ...

Mar 2015 | US$990 | Pages: 15 | 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$990 | Pages: 11 | 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$990 | Pages: 12 | 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$990 | Pages: 12 | Add to cart | View details
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