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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

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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$2,400 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$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 | 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$2,400 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | Pages: 12 | 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 | Pages: 22 | 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 | Pages: 57 | 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 | Pages: 11 | 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 | Pages: 16 | 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 | Pages: 12 | 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 | Pages: 11 | 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
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