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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

Bath and Shower in Kenya

Growing interest in natural products has led to manufacturers incorporating natural ingredients such as aloe vera, coconut, shea butter, and honey, with the aim of promoting use and maintaining customer loyalty.

Jul 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Colour Cosmetics in Kenya

During 2013, many players entered this category and strategic partnerships were established. Nakumatt Holdings Limited and Revlon entered into a franchise deal, as part of the former’s new cosmetics division, as it launches into the colour cosmetics ...

Jul 2014 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Deodorants in Kenya

Roll-ons continued to be the preferred deodorant format in the Kenyan market. The products are easy to use, affordable, and widely available, all of which contribute to growth of this deodorant format.

Jul 2014 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Depilatories in Kenya

Procter & Gamble launched a new brand of Gillette male and female razors and blades during 2013 in Kenya. The brand known as Fusion, is meant to compete with the Mach 3 brand, positioning itself as a product that gives a smoother, cleaner shave with ...

Jul 2014 | US$900 | Pages: 16 | Add to cart | View details

Country Report

Fragrances in Kenya

During 2013, fragrances grew by 4% in current value terms, on the previous year. This was mainly due to increased focus on personal grooming among the urban population, especially women. Fragrances are also more widely available with many perfume ...

Jul 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Hair Care in Kenya

Increased spending by women and men on hair care, has led to an increase in the number of brands on the Kenyan market. L’Oréal launched the Amla Legend hair products range under its Dark & Lovely brand during 2013, with mass advertising through ...

Jul 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Men's Grooming in Kenya

Advertising for men’s grooming increased during the review period, with Nivea using a television advert for the Nivea for Men lotion, as well as bill-board campaigns and in-store branding. The Versman brand, by Interconsumer Products Ltd, was also ...

Jul 2014 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Oral Care in Kenya

Manufacturers such as Colgate-Palmolive invested more in advertising campaigns both on television and outdoor campaigns, whereby pupils in schools, especially those under the age of 12, are urged to use Colgate for strong, healthy teeth and cavity ...

Jul 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Skin Care in Kenya

Growing interest in natural products among consumers saw manufacturers develop and enhance their products by including natural ingredients, such as shea butter, coconut oil, jojoba oil, neem and aloe vera, in their end products with an aim of tapping...

Jul 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Sun Care in Kenya

During 2013, there was growth in the development of skin care products that have sun protection ingredients. Skin care players entered into the category by manufacturing products with sun care protection and selling them at a lower price than that of...

Jul 2014 | US$900 | Pages: 16 | Add to cart | View details

Country Report

Beauty and Personal Care in Kenya

Increased competition in the beauty and personal care market spurred growth during the last year of the review period. Availability of a variety of products for consumers to choose from, accessibility through growth in retail outlets and high end ...

Jul 2014 | US$2,400 | Pages: 78 | Add to cart | View details

Country Report

Baby and Child-Specific Products in Kenya

In 2013, the baby and child-specific products category declined by 2% in comparison to the previous year. This decline can be attributed to a big drop in sales of baby and child-specific hair care during 2013. This decline can be attributed to ...

Jul 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Coffee in Kenya

Professionals are increasingly relying on coffee to keep them going in an ever demanding work environment. Coffee is served in offices during breaks, at conferences and other formal business gatherings. It is also popular among students during exam ...

Jul 2014 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Other Hot Drinks in Kenya

Other hot drinks are increasingly becoming a major part of the diets of Kenyan children. Product affordability and ease of preparation have contributed to the rise in demand for these products. Many school-age children are now given other hot drinks,...

Jul 2014 | US$900 | Pages: 14 | Add to cart | View details

Country Report

Hot Drinks in Kenya

Increasing westernisation and higher incomes among the middle and upper classes are driving the growth of hot drinks, particularly coffee. Professionals are increasingly relying on coffee to keep them going in an ever demanding work environment. ...

Jul 2014 | US$1,900 | Pages: 30 | Add to cart | View details

Country Report

Tea in Kenya

Total volume sales grew by 2% in 2013. A stronger performance was hampered by increasing competition from other hot drinks such as coffee. However, sustained promotional campaigns from the Tea Board of Kenya and intensive brand promotion in retail ...

Jul 2014 | US$900 | Pages: 15 | Add to cart | View details

Country Report

RTD Coffee in Kenya

Jul 2014 | US$900 | Pages: 14 | Add to cart | View details

Country Report

RTD Tea in Kenya

Jul 2014 | US$900 | Pages: 14 | Add to cart | View details

Country Report

Sports and Energy Drinks in Kenya

The growing nightlife and sporting culture continued to drive sales of sports and energy drinks in 2013, with the category registering total volume growth of 3%. Kenya is witnessing increasing demand for energy drinks among young urban consumers ...

Jul 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Bottled Water in Kenya

2013 continued to witness growing environmental concerns with regard to the bottled water industry in Kenya. Stories of counterfeit water filling by some vendors continued to be reported. The key allegation was that these vendors are actually filling...

Jul 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Carbonates in Kenya

The key event of 2013 was the full return of PepsiCo to the country with the launch of a KES2.6 billion soft drinks manufacturing plant. The company now has a plant in Kenya with the capacity to manufacture around 600 bottles per minute, thus showing...

Jul 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Concentrates in Kenya

Concentrates in Kenya in 2013 continued to be perceived as old-fashioned and cheap beverages. In addition, the category continued to be hampered by the fact that these products have to be diluted, with the quality of tap water considered poor.

Jul 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Juice in Kenya

Fruit and vegetable juices are becoming increasingly popular in Kenya. This situation has been driven by rising consumer health awareness. Greater awareness about nutrition and the risk factors associated with conditions such as diabetes, obesity and...

Jul 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Soft Drinks in Kenya

Soft drinks in Kenya continued to achieve positive growth rates in 2013. With consumers becoming more health-conscious, non-cola carbonates remained a key growth driver. Rising health awareness also bolstered demand for juice, with manufacturers in ...

Jul 2014 | US$1,900 | Pages: 50 | Add to cart | View details

Country Report

Adult Mouth Care in Kenya

There is growing demand for adult mouth care products, as an increasing number of Kenyans are taking oral health more seriously. Although this was a trend which began with high-income consumers, middle-income consumers are also increasingly using ...

Jun 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Analgesics in Kenya

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

Jun 2014 | US$900 | Pages: 25 | Add to cart | View details

Country Report

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

The prolonged dry and cold season experienced during 2013 contributed to the growth in cough, cold and allergy (hay fever) remedies. The harsh weather conditions led to an increase in coughs, colds and dust allergies.

Jun 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Dermatologicals in Kenya

Topical antifungals saw the strongest increase in growth of one percentage point in 2013. This can be attributed to the weather conditions in Kenya, due to warm temperatures. The growth in families with young children, whose disposable incomes ...

Jun 2014 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Digestive Remedies in Kenya

As consumers are becoming increasingly sophisticated and the economy is improving, consumers are shifting away from home-made remedies and traditional alternatives to more orthodox forms of medication for digestive ailments. Rising incomes and ...

Jun 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Ear Care in Kenya

A half a percentage point increase in growth in ear care was achieved in Kenya in 2013 compared with the previous year. Growth in this category can mainly be attributed to the increased rate of infection, especially amongst children. The growth of ...

Jun 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Emergency Contraception in Kenya

The increased marketing of family planning methods on television, in newspapers and on the radio led to increased awareness of the various products available in the market. The low prices of these products also allow for accessibility by consumers ...

Jun 2014 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Eye Care in Kenya

Eye care in Kenya saw one percentage point higher growth in 2013 compared with the previous year. Eye infections are on the increase in Kenya, and growth in the older population, increased pollution and computer usage, especially amongst the working ...

Jun 2014 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Herbal/Traditional Products in Kenya

Growth in herbal/traditional products in 2013 was mostly driven by direct sales through networking by leading producers such as Tianshi Health Products, GNLD Kenya and Forever Living Products, which popularised the benefits of such products, ...

Jun 2014 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Consumer Health in Kenya

Steady growth was recorded across all consumer health categories in Kenya in 2013. Increased campaigns by the government to promote a healthy populace through the Kuboresha Afya programme, growing public awareness of healthy living amongst consumers ...

Jun 2014 | US$2,400 | Pages: 81 | Add to cart | View details

Country Report

Sports Nutrition in Kenya

Sports nutrition products are mostly consumed by the young of both genders, with an increase in gym activity helping to drive sales. These products are aimed mainly at the more affluent, urban, young, gym-going generation of people in their mid-20s ...

Jun 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Vitamins and Dietary Supplements in Kenya

Thanks to current public health initiatives to promote the use of vitamins and dietary supplements, there is growing awareness of the contribution of various vitamins and dietary supplements to healthy living. Awareness was also stimulated by the ...

Jun 2014 | US$900 | Pages: 31 | 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 younger generation. The spiralling number of fast food outlets in urban centres and malls offering affordable meals and dormant lifestyles ...

Jun 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Wound Care in Kenya

Increased awareness of first aid and basic safety techniques training, including wound management techniques, both at home and in the workplace, spurred the uptake of wound care products, with first aid kits being mandatory in the transport sector in...

Jun 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Grocery Retailers in Kenya

Changes continue to occur in grocery retailing in Kenya due to the increasing number of supermarkets and hypermarkets opening in the country, with these two channels alone accounting for 19% of total retailing value sales and 23% of total grocery ...

Jun 2014 | View details
Sale: US$725 | Pages: 37 | Add to cart |

Country Report

Grocery Retailers in Kenya

Changes continue to occur in grocery retailing in Kenya due to the increasing number of supermarkets and hypermarkets opening in the country, with these two channels alone accounting for 19% of total retailing value sales and 23% of total grocery ...

Jun 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Grocery Retailers in Kenya

Changes continue to occur in grocery retailing in Kenya due to the increasing number of supermarkets and hypermarkets opening in the country, with these two channels alone accounting for 19% of total retailing value sales and 23% of total grocery ...

Jun 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Grocery Retailers in Kenya

Changes continue to occur in grocery retailing in Kenya due to the increasing number of supermarkets and hypermarkets opening in the country, with these two channels alone accounting for 19% of total retailing value sales and 23% of total grocery ...

Jun 2014 | US$1,900 | Pages: 37 | Add to cart | View details

Country Report

Grocery Retailers in Kenya

Changes continue to occur in grocery retailing in Kenya due to the increasing number of supermarkets and hypermarkets opening in the country, with these two channels alone accounting for 19% of total retailing value sales and 23% of total grocery ...

Jun 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Grocery Retailers in Kenya

Changes continue to occur in grocery retailing in Kenya due to the increasing number of supermarkets and hypermarkets opening in the country, with these two channels alone accounting for 19% of total retailing value sales and 23% of total grocery ...

Jun 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Grocery Retailers in Kenya

Changes continue to occur in grocery retailing in Kenya due to the increasing number of supermarkets and hypermarkets opening in the country, with these two channels alone accounting for 19% of total retailing value sales and 23% of total grocery ...

Jun 2014 | US$1,900 | Pages: 37 | Add to cart | View details

Country Report

Grocery Retailers in Kenya

Changes continue to occur in grocery retailing in Kenya due to the increasing number of supermarkets and hypermarkets opening in the country, with these two channels alone accounting for 19% of total retailing value sales and 23% of total grocery ...

Jun 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Grocery Retailers in Kenya

Changes continue to occur in grocery retailing in Kenya due to the increasing number of supermarkets and hypermarkets opening in the country, with these two channels alone accounting for 19% of total retailing value sales and 23% of total grocery ...

Jun 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Grocery Retailers in Kenya

Changes continue to occur in grocery retailing in Kenya due to the increasing number of supermarkets and hypermarkets opening in the country, with these two channels alone accounting for 19% of total retailing value sales and 23% of total grocery ...

Jun 2014 | US$1,900 | Pages: 37 | Add to cart | View details

Country Report

Non-Grocery Retailers in Kenya

Non-grocery retailing in Kenya recorded strong growth during 2013 thanks in particular to the expansion of international retail chains in apparel and footwear specialist retailers such as Woolworths, while the entry of footwear specialist retailer ...

Jun 2014 | View details
Sale: US$725 | Pages: 33 | Add to cart |

Country Report

Non-Store Retailing in Kenya

The increasing use of computers and the internet in Kenya as well as the recent introduction of electronic payment methods is having a very positive impact on non-store retailing in Kenya. The Kenyan government has played a key role in this process ...

Jun 2014 | View details
Sale: US$725 | Pages: 25 | Add to cart |
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