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Country Report

Retailing in Kenya

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Positive growth despite inflation rate

Retail outlets experienced a positive performance despite the high inflation rate in the country at the end of the review period. Grocery retailers have been expanding in terms of outlet numbers across the country. This was also seen through the National Economic Survey, which also identified the retail and wholesale trade as key growth drivers of Kenya’s economy.

Modern grocery retailers make gains over the review period

Modern grocery retailers such as supermarkets and hypermarkets have seen strong growth at various points over the review period. This was driven in part by expansion in terms of outlet numbers in all the major towns in the country, with consumers drawn to the diversified range of quality products, including bakery, fresh vegetables, cosmetics, and other services such as hairdressing, presented at an affordable price.

Consumer focus remains on grocery

Grocery products continued to outsell non-grocery in 2012. Given the difficult economic climate, consumers remain focused on meeting their immediate needs. Nevertheless, the non-grocery retailers category saw stronger growth in 2012, reflecting the long-term expansion of these channels.

Supermarkets improve their offer

Supermarkets offer a slightly cheaper food basket to consumers than traditional grocery retailers. Important food products were priced 5-10% lower at supermarkets compared to traditional grocery retailers. This encouraged consumers from lower- and middle-income groups to make purchases in supermarkets. They are also drawn by the wider variety of products compared to traditional grocery retailers. In supermarkets, consumers also have ample time to select their goods and are attracted by the modern emphasis on customer service. Thus the review period saw a shift towards supermarkets from traditional grocery retailers.

Retail industry is expected to grow further in the forecast period

The retail industry in Kenya is set to perform well during the forecast period. This will be attributable to the fact that the Government is developing infrastructure across the country which will enhance the transportation of commodities. With devolved regulatory activity expected in the forecast period, economic activity is expected to increase across the country, attracting both local and international retailers to the market.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retailing industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Kenya for free:

The Retailing in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic number of stores, selling space and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • How big is the grocery/non-grocery/non-store channel in Kenya?
  • Who are the leading retailers in Kenya?
  • How is retailing performing in Kenya?
  • What is the retailing environment like in Kenya?
  • Which channels are winning or losing in the fight for consumers’ money?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Table of Contents

Retailing in Kenya - Industry Overview

EXECUTIVE SUMMARY

Positive growth despite inflation rate

Modern grocery retailers make gains over the review period

Consumer focus remains on grocery

Supermarkets improve their offer

Retail industry is expected to grow further in the forecast period

KEY TRENDS AND DEVELOPMENTS

Economic conditions

Government regulation

Foreign direct investment

Rapid urbanisation increases potential consumer base for many retailers

MARKET INDICATORS

  • Table 1 Employment in Retailing 2007-2012

MARKET DATA

  • Table 2 Sales in Retailing by Category: Value 2007-2012
  • Table 3 Sales in Retailing by Category: % Value Growth 2007-2012
  • Table 4 Sales in Retailing by Grocery vs Non-Grocery: 2007-2012
  • Table 5 Sales in Store-Based Retailing by Channel: Value 2007-2012
  • Table 6 Store-Based Retailing Outlets by Channel: Units 2007-2012
  • Table 7 Sales in Store-Based Retailing by Channel: % Value Growth 2007-2012
  • Table 8 Store-Based Retailing Outlets by Channel: % Unit Growth 2007-2012
  • Table 9 Retailing Company Shares: % Value 2008-2012
  • Table 10 Retailing Brand Shares: % Value 2009-2012
  • Table 11 Store-Based Retailing Company Shares: % Value 2008-2012
  • Table 12 Store-Based Retailing Brand Shares: % Value 2009-2012
  • Table 13 Store-Based Retailing Brand Shares: Outlets 2009-2012
  • Table 14 Forecast Sales in Retailing by Category: Value 2012-2017
  • Table 15 Forecast Sales in Retailing by Category: % Value Growth 2012-2017
  • Table 16 Forecast Sales in Store-Based Retailing by Channel: Value 2012-2017
  • Table 17 Forecast Store-Based Retailing Outlets by Channel: Units 2012-2017
  • Table 18 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2012-2017
  • Table 19 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2012-2017

APPENDIX

Operating environment

Cash and carry

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Retailing in Kenya - Company Profiles

Bata Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Bata Ltd: Key Facts
  • Summary 3 Bata Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 4 Bata Ltd: Competitive Position 2012

Nakumatt Holdings Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Nakumatt Holdings Ltd: Key Facts
  • Summary 6 Nakumatt Holdings Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 7 Nakumatt Holdings Ltd: Competitive Position 2012

Tile & Carpet Center in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Tile & Carpet Centre: Key Facts
  • Summary 9 Tile & Carpet Centre: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 10 Tile & Carpet Centre: Competitive Position 2012

Tusker Mattresses in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Tusker Mattresses: Key Facts
  • Summary 12 Tusker Mattresses: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 13 Tusker Mattresses: Competitive Position 2012

Uchumi Supermarkets Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 14 Uchumi Supermarkets Ltd: Key Facts
  • Summary 15 Uchumi Supermarkets Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 16 Uchumi Supermarkets Ltd: Competitive Position 2012

Grocery Retailers in Kenya - Category Analysis

HEADLINES

TRENDS

TRADITIONAL VS MODERN

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 20 Sales in Grocery Retailers by Channel: Value 2007-2012
  • Table 21 Grocery Retailers Outlets by Channel: Units 2007-2012
  • Table 22 Sales in Grocery Retailers by Channel: % Value Growth 2007-2012
  • Table 23 Grocery Retailers Outlets by Channel: % Unit Growth 2007-2012
  • Table 24 Grocery Retailers Company Shares: % Value 2008-2012
  • Table 25 Grocery Retailers Brand Shares: % Value 2009-2012
  • Table 26 Grocery Retailers Brand Shares: Outlets 2009-2012
  • Table 27 Grocery Retailers Brand Shares: Selling Space 2009-2012
  • Table 28 Forecast Sales in Grocery Retailers by Channel: Value 2012-2017
  • Table 29 Forecast Grocery Retailers Outlets by Channel: Units 2012-2017
  • Table 30 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2012-2017
  • Table 31 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017

Non-Grocery Retailers in Kenya - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 32 Sales in Non-Grocery Retailers by Channel: Value 2007-2012
  • Table 33 Non-Grocery Retailers Outlets by Channel: Units 2007-2012
  • Table 34 Sales in Non-Grocery Retailers by Channel: % Value Growth 2007-2012
  • Table 35 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2007-2012
  • Table 36 Non-Grocery Retailers Company Shares: % Value 2008-2012
  • Table 37 Non-Grocery Retailers Brand Shares: % Value 2009-2012
  • Table 38 Non-Grocery Retailers Brand Shares: Outlets 2009-2012
  • Table 39 Forecast Sales in Non-Grocery Retailers by Channel: Value 2012-2017
  • Table 40 Forecast Non-Grocery Retailers Outlets by Channel: Units 2012-2017
  • Table 41 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2012-2017
  • Table 42 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017

Non-Store Retailing in Kenya - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 43 Sales in Non-Store Retailing by Category: Value 2007-2012
  • Table 44 Sales in Non-Store Retailing by Category: % Value Growth 2007-2012
  • Table 45 Non-Store Retailing Company Shares: % Value 2008-2012
  • Table 46 Non-Store Retailing Brand Shares: % Value 2009-2012
  • Table 47 Forecast Sales in Non-Store Retailing by Category: Value 2012-2017
  • Table 48 Forecast Sales in Non-Store Retailing by Category: % Value Growth 2012-2017

Segmentation

This market research report includes the following:

  • Retailing
    • Store-based Retailing
      • Grocery Retailers
        • Modern Grocery Retailers
          • Convenience Stores
          • Discounters
          • Forecourt Retailers
            • Chained Forecourt Retailers
            • Independent Forecourt Retailers
          • Hypermarkets
          • Supermarkets
        • Traditional Grocery Retailers
          • Food/Drink/Tobacco Specialists
          • Independent Small Grocers
          • Other Grocery Retailers
      • Non-Grocery Retailers
        • Apparel Specialist Retailers
        • Electronics and Appliance Specialist Retailers
        • Health and Beauty Specialist Retailers
          • Beauty Specialist Retailers
          • Chemists/Pharmacies
          • Parapharmacies/Drugstores
          • Other Healthcare Specialist Retailers
        • Home and Garden Specialist Retailers
          • Home Improvement and Gardening Stores
          • Furniture and Homewares Stores
        • Leisure and Personal Goods Specialist Retailers
          • Jewellery and Watch Specialist Retailers
          • Media Products Stores
          • Pet Shops and Superstores
          • Sports Goods Stores
          • Stationers/Office Supply Stores
          • Traditional Toys and Games Stores
          • Other Leisure and Personal Goods Specialist Retailers
        • Mixed Retailers
          • Department Stores
          • Mass Merchandisers
          • Variety Stores
          • Warehouse Clubs
        • Other Non-Grocery Retailers
    • Non-Store Retailing
      • Direct Selling
        • Beauty and Personal Care Direct Selling
        • Apparel Direct Selling
        • Consumer Electronics and Video Games Hardware Direct Selling
        • Consumer Healthcare Direct Selling
        • Consumer Appliances Direct Selling
        • Home Care Direct Selling
        • Home Improvement and Gardening Direct Selling
        • Furniture and Homewares Direct Selling
        • Media Products Direct Selling
        • Food and Drink Direct Selling
        • Toys and Games Direct Selling
        • Other Direct Selling
      • Homeshopping
        • Beauty and Personal Care Homeshopping
        • Apparel Homeshopping
        • Consumer Electronics and Video Games Hardware Homeshopping
        • Consumer Healthcare Homeshopping
        • Consumer Appliances Homeshopping
        • Home Care Homeshopping
        • Home Improvement and Gardening Homeshopping
        • Furniture and Homewares Homeshopping
        • Media Products Homeshopping
        • Food and Drink Homeshopping
        • Toys and Games Homeshopping
        • Other Homeshopping
      • Internet Retailing
        • Beauty and Personal Care Internet Retailing
        • Apparel Internet Retailing
        • Consumer Electronics and Video Games Hardware Internet Retailing
        • Consumer Healthcare Internet Retailing
        • Consumer Appliances Internet Retailing
        • Home Care Internet Retailing
        • Home Improvement and Gardening Internet Retailing
        • Furniture and Homewares Internet Retailing
        • Media Products Internet Retailing
        • Food and Drink Internet Retailing
        • Toys and Games Internet Retailing
        • Other Internet Retailing
      • Vending
        • Packaged Drinks Vending
        • Packaged Foods Vending
        • Personal Hygiene Products Vending
        • Tobacco Products Vending
        • Hot Drinks Vending
        • Toys and Games Vending
        • Other Products Vending

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market sizes
  • Company shares
  • Brand shares
  • Employment
  • Grocery vs non-grocery

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Sites/outlets
  • Sites/outlets % growth
  • Sites/outlets per capita
  • Selling space
  • Selling space % growth
  • Selling space per capita
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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