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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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Future Demographic

Kenya in 2030: The Future Demographic

In 2030, the population of Kenya will reach 65.4 million, an increase of 42.0% from 2015. This rapid, albeit decelerating, growth will be driven by strong increases in the female childbearing population as well as high, yet falling, birth and ...

Jun 2016 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Beer in Kenya

Players in the beer category engaged in active marketing campaigns in 2015 with the aim of boosting sales among the younger population, as well as continued usage among the older generation. Manufacturers focused on product packaging, changing bottle...

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

Country Report

Cider/Perry in Kenya

Active in-store marketing campaigns were held for cider/perry products in up-market modern retail outlets in urban cities in 2015. Discounted product prices and instant prizes on purchase, as well as branded merchandise were used to educate as well ...

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

Country Report

Rtds/High-Strength Premixes in Kenya

Manufacturers engaged in active marketing campaigns through use of billboards, television advertisements and in-store marketing in 2015 with the aim of educating consumers on new products and maintaining their shares. A growing young population of ...

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

Country Report

Spirits in Kenya

Growing government intervention to curb illicit alcohol production, together with rising disposable incomes supported the development of economy spirit brands and affordable premium spirits products in 2015. Furthermore, a growing young population, ...

Jun 2016 | US$990 | Pages: 29 | Add to cart | View details

Country Report

Wine in Kenya

Over the review period, modern grocery retailers fiercely competed for strategic locations thereby widening the distribution platform for wine products across the country to reach a wider target market, especially in urban residential areas.

Jun 2016 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Alcoholic Drinks in Kenya

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

Jun 2016 | US$2,100 | Pages: 69 | Add to cart | View details

Country Report

Baby and Child-Specific Products in Kenya

The rapid expansion of modern retail outlets in Kenya, especially in residential neighbourhoods in major urban areas, as well as the growth being seen in Kenya’s middle-class population with high disposable incomes promoted value and volume sales of ...

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

Country Report

Bath and Shower in Kenya

Bath and shower in Kenya recorded steady growth in 2015 as a result of new product development, which made it possible for manufacturers to provide a wide array of products for consumers to select from. Additionally, unit prices remained stable in ...

Jun 2016 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Colour Cosmetics in Kenya

Increased product availability due to the expansion of modern retailing in Kenya, especially in residential urban areas, growth in the middle income class, rising disposable incomes and more opportunities to wear colour cosmetics all boosted value ...

Jun 2016 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Deodorants in Kenya

Heightened marketing campaigns among industry players, growth in the urban population and rising incomes among Kenya’s burgeoning middle-class population contributed to the positive value and volume growth recorded in deodorants during 2015. ...

Jun 2016 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Depilatories in Kenya

In Kenya, depilatories are considered to be luxury products and sales in the category target mainly high-income consumers. This situation is changing, however, as growth in the highly aspirational middle class with high disposable incomes and the ...

Jun 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Fragrances in Kenya

Fragrances in Kenya is a highly fragmented category in which numerous small and medium-sized enterprises currently operate, covering all major cities throughout the country and offering affordable fragrances, including products imported from Dubai, ...

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

Country Report

Hair Care in Kenya

Growing awareness of the importance of hair care among the young population of Kenya as well as the country’s working middle-class urban consumers, the a result of increased internet access, international travel and educational articles in the media,...

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

Country Report

Men's Grooming in Kenya

In order to increase the usage of these products, manufacturers are conducting active promotional campaigns through online platforms with the aim of encouraging usage and increasing the number of product purchases. This means that consumers are ...

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

Country Report

Oral Care in Kenya

The positive growth recorded in oral care in Kenya throughout the review period cab be attributed mainly to new product development and the category’s leading manufacturers now provide a wide array of products for consumers to select from. ...

Jun 2016 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Skin Care in Kenya

2015 saw numerous affordable skin care products become available in Kenya and these are being retailed through both traditional and modern retail outlets. Manufacturers remain engaged in active marketing campaigns with the aim of expanding their ...

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

Country Report

Sun Care in Kenya

The rapid expansion of modern retailing outlets in Kenya, especially in residential neighbourhoods in major urban areas as well as growth in the middle income population of Kenya, which has led to higher numbers of people with high disposable ...

Jun 2016 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Beauty and Personal Care in Kenya

In recent years, positive economic growth, increased levels of foreign investment and improved road infrastructure have helped boost economic development in Kenya. In addition, higher disposable incomes among the Kenyan middle class, continued ...

Jun 2016 | US$2,650 | Pages: 95 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Kenya

The development of improved road infrastructure in Kenya as well as growing mall culture and rising disposable income levels among the country’s urban consumers are all leading to improvements in lifestyles, resulting in the expansion of hotels and ...

May 2016 | US$990 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Kenya

During 2015, 12% of the Kenyan population were babies and infants aged up to 36 months. In addition, per capita volume sales of nappies/diapers/pants rose to 40 units per child in 2015. Growth in volume terms was the result of rising disposable ...

May 2016 | US$990 | Add to cart | View details

Country Report

Tissue and Hygiene in Kenya

The growth potential of Kenya’s tissue and hygiene market remains largely untapped due to low consumer usage. However, rising disposable incomes, positive economic growth forecasts, the rising importation of affordable products and expansion of ...

May 2016 | US$2,650 | Pages: 42 | Add to cart | View details

Country Report

Retail Tissue in Kenya

Industry sources indicate that modern retailing accounts for only 20% of retail outlets in operation in Kenya, with neighbourhood kiosks, market stalls and independent small grocery shops having a wider footprint. Over the review period, modern ...

May 2016 | US$990 | Add to cart | View details

Country Report

Sanitary Protection in Kenya

29% of the total population of Kenya comprises women aged between 12 and 54 years old, the core consumer base for sanitary protection products. The usage of sanitary protection products in Kenya has increased to seven units per woman in 2015. This ...

May 2016 | US$990 | Add to cart | View details

Country Report

Wipes in Kenya

2015 saw a proliferation of affordable disposable nappies/diapers imported into Kenya from Asia, these products are increasingly retailed through traditional retail channels such as kiosks and open air markets. The improved ease of access to ...

May 2016 | US$990 | Add to cart | View details

Country Report

Coffee in Kenya

According to industry sources, Kenya accounts for a 5% share of Africa’s coffee production. The country is also the main coffee logistics hub for Eastern Africa. However, prolonged drought conditions experienced in the central parts in Kenya where ...

Mar 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Other Hot Drinks in Kenya

Growth in other hot drinks was attributed to increased marketing activities among producers in 2015. In addition, increasing disposable income among consumers and rising health awareness of various hot drinks brands that aid children’s physical and ...

Mar 2016 | US$990 | Pages: 16 | Add to cart | View details

Country Report

Hot Drinks in Kenya

Kenya has a long and deep culture of drinking tea; however, other hot drinks such as coffee increasingly outpace tea. Demand is driven by the growing middle class who perceive coffee, for example, as a prestigious and premium drink. Leading players ...

Mar 2016 | US$2,100 | Pages: 33 | Add to cart | View details

Country Report

Tea in Kenya

Black tea output in 2015 was reduced due to drought, hence boosting its demand by nearly 43% according to Tea Brokers East Africa Ltd. At the same time, tea growers were asked to steer domestic demand and diversify into organic and specialist tea to ...

Mar 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

RTD Coffee in Kenya

There is no market for RTD coffee in Kenya and there is no company activity that suggests a launch is imminent.

Mar 2016 | US$990 | Add to cart | View details

Country Report

RTD Tea in Kenya

There is no market for RTD tea in Kenya and there is no company activity that suggests a launch is imminent.

Mar 2016 | US$990 | Add to cart | View details

Country Report

Sports Drinks in Kenya

No sales of sports drinks were recorded in Kenya during the review period. There does not appear to be a market currently, and there is no indication that any player is planning to launch into this category.

Mar 2016 | US$990 | Add to cart | View details

Country Report

Bottled Water in Kenya

Increasing health awareness which led to the majority of Kenyans opting for low calorie drinks caused a rapid rise in bottling water making it a key competitor against soft drinks and other beverages. Growth is attributed to the ease of portability ...

Mar 2016 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Carbonates in Kenya

Although carbonates products have no health benefits when compared to juice or functional bottled water products, low pricing in off-trade channels and strong buyer loyalty continued to support value sales during the review period.

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

Country Report

Concentrates in Kenya

Concentrates in Kenya witnessed marginal off-trade volume growth in 2015 to reach sales of 1.1 million litres. The affordability of concentrates compared to RTD juices fuelled growth of value and volume share. During periods such as the Easter ...

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

Country Report

Energy Drinks in Kenya

Prolonged hot weather conditions and more manual labour along with growth in the popularity of sports as well as increasing openings of gyms and health spas in Kenya were key factors for energy drinks sales growth in 2015.

Mar 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Juice in Kenya

The growing demand for healthy juice drinks, especially 100% juice, put a lot of pressure on firms to adjust their packaging such as adopting an easy-to-open juice pack with a lid that can be screwed shut. This helps to maintain freshness and prevent...

Mar 2016 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Soft Drinks in Kenya

In spite of the high food inflation index in 2015, coupled with economic challenges such as the declining exchange rate, value sales for both off-trade and on-trade recorded positive growth. Growth can be attributed to variables such as persistent ...

Mar 2016 | US$2,100 | Pages: 56 | Add to cart | View details

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
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