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Country Report

Kenya Flag Retailing in Kenya

| Pages: 56

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Positive economic outlook spurs retailing growth 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 improved sales over the review period and accounted for a significant share of the country’s GDP. Buoyed by the changing lifestyles of Kenyans and increasing urbanisation, demand for shopping has led to a rise in the number of malls constructed in Kenya. Major retail outlets such as Uchumi, Nakumatt, Tuskys and Naivas continue to increase their number of stores countrywide.

Foreign interest in the country’s fast growing retail industry is rising

Kenya's retail industry continued to record positive growth in 2014 and future prospects are favourable, underpinned by a growing middle-class, increasingly sophisticated consumers, the construction of new shopping malls and the continuing expansion of the four leading supermarket chains, namely Nakumatt, Tuskys, Uchumi and Naivas. Despite setbacks, such as the destruction of Nakumatt's flagship store during the terrorist attack on the Westgate Mall in Nairobi, the Kenyan capital, in September 2013, the retailing environment has remained positive. This is due to the growing interest of foreign retailers. Companies such as Spanish clothing retailer Zara planned to start operations in early August 2014 via a distribution agreement with local retailer Deacons, while French retailer Carrefour planned to open outlets towards the end of the same year. South African-based retail chains Foschini and Edgars are planning to open outlets in 2015.

Grocery retailers increase their offer of non-grocery items

Modern and traditional grocery retailers continued to increase their ranges of non-grocery items in 2014. Grocery retailers are now stocking items such as clothing and footwear, consumer electronics and appliances, books, toys, personal and home care products, as well as household furniture and furnishings. This can be attributed to the increasing purchasing power of the average Kenyan as a result of economic growth experienced over the review period. Rising disposable incomes among Kenyans are largely responsible for the re-emergence of the middle-class consumer who demands more than the usual grocery items. Another key market driver has been increasing demand for convenience, with consumers looking for ‘one-stop shops’ where they can get everything they need in one place.

Local and foreign company partnerships experience challenges

Kenya remains the entry route for companies keen to gain a foothold in East Africa. However, the bureaucratic challenges associated with establishing a new business in Kenya remain a key obstacle for foreign firms aiming to start operating in the country. As a result, many foreign investors are seeking acquisitions. Despite partnership opportunities between local and foreign firms, the process has been cumbersome due to internal divisions and the overvaluation of assets by local companies.

Further strong growth expected over the forecast period

Changing consumer lifestyles, ongoing urbanisation and forecast double-digit economic growth are the major factors which are expected to continue to drive retailing growth in Kenya. In addition, a current government focus on further developing the country’s infrastructure (road networks, ICT through smart city projects such as Konza City, water and electricity provision in rural and semi-urban areas) are major factors that will spur retail expansion in Kenya.

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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 economic outlook spurs retailing growth in Kenya

Foreign interest in the country’s fast growing retail industry is rising

Grocery retailers increase their offer of non-grocery items

Local and foreign company partnerships experience challenges

Further strong growth expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

Economic outlook

Minimal government participation in the retail industry

Changes in foreign direct investment in Kenya

MARKET INDICATORS

  • Table 1 Employment in Retailing 2009-2014

MARKET DATA

  • Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2009-2014
  • Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2009-2014
  • Table 4 Sales in Store-Based Retailing by Channel: Value 2009-2014
  • Table 5 Store-Based Retailing Outlets by Channel: Units 2009-2014
  • Table 6 Sales in Store-Based Retailing by Channel: % Value Growth 2009-2014
  • Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2009-2014
  • Table 8 Sales in Retailing by Grocery vs Non-Grocery: 2009-2014
  • Table 9 Retailing Company Shares: % Value 2010-2014
  • Table 10 Retailing Brand Shares: % Value 2011-2014
  • Table 11 Store-based Retailing Company Shares: % Value 2010-2014
  • Table 12 Store-based Retailing Brand Shares: % Value 2011-2014
  • Table 13 Store-based Retailing Brand Shares: Outlets 2011-2014
  • Table 14 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
  • Table 15 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
  • Table 16 Forecast Sales in Store-Based Retailing by Channel: Value 2014-2019
  • Table 17 Forecast Store-Based Retailing Outlets by Channel: Units 2014-2019
  • Table 18 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2014-2019
  • Table 19 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019

APPENDIX

Operating environment

  • Summary 1 Standard Opening Hours by Channel Type 2014

Cash and carry

DEFINITIONS

SOURCES

  • Summary 2 Research Sources

Retailing in Kenya - Company Profiles

Deacons Kenya Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Deacons Kenya Ltd: Key Facts
  • Summary 4 Deacons Kenya Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 5 Deacons Kenya Ltd: Competitive Position 2014

Naivas Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Naivas Ltd: Key Facts
  • Summary 7 Naivas Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 8 Naivas Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 9 Naivas Ltd: Competitive Position 2014

Nakumatt Holdings Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Nakumatt Holdings Ltd: Key Facts
  • Summary 11 Nakumatt Holdings Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 12 Nakumatt Holdings Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 13 Nakumatt Holdings Ltd: Competitive Position 2014

Tile & Carpet Centre in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 14 Tile & Carpet Centre: Key Facts

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 15 Tile & Carpet Centre: Competitive Position 2014

Tusker Mattresses Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 16 Tusker Mattresses Ltd: Key Facts
  • Summary 17 Tusker Mattresses Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 18 Tusker Mattresses Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 19 Tusker Mattresses Ltd: Competitive Position 2014

Uchumi Supermarkets Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 20 Uchumi Supermarkets Ltd: Key Facts
  • Summary 21 Uchumi Supermarkets Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 22 Uchumi Supermarkets Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 23 Uchumi Supermarkets Ltd: Competitive Position 2014

Grocery Retailers in Kenya - Category Analysis

HEADLINES

TRENDS

TRADITIONAL VS MODERN

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL FORMATS

  • Chart 1 Modern Grocery Retailers: Uchumi, Supermarket in Nairobi

CHANNEL DATA

  • Table 20 Grocery Retailers: Value Sales, Outlets and Selling Space 2009-2014
  • Table 21 Sales in Grocery Retailers by Channel: Value 2009-2014
  • Table 22 Grocery Retailers Outlets by Channel: Units 2009-2014
  • Table 23 Sales in Grocery Retailers by Channel: % Value Growth 2009-2014
  • Table 24 Grocery Retailers Outlets by Channel: % Unit Growth 2009-2014
  • Table 25 Grocery Retailers Company Shares: % Value 2010-2014
  • Table 26 Grocery Retailers Brand Shares: % Value 2011-2014
  • Table 27 Grocery Retailers Brand Shares: Outlets 2011-2014
  • Table 28 Grocery Retailers Brand Shares: Selling Space 2011-2014
  • Table 29 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2014-2019
  • Table 30 Forecast Sales in Grocery Retailers by Channel: Value 2014-2019
  • Table 31 Forecast Grocery Retailers Outlets by Channel: Units 2014-2019
  • Table 32 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2014-2019
  • Table 33 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019

Non-Grocery Specialists in Kenya - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL FORMATS

  • Chart 2 Non-Grocery Specialists: Bata, Apparel and Footwear Specialist in Nairobi

CHANNEL DATA

  • Table 34 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2009-2014
  • Table 35 Sales in Non-Grocery Specialists by Channel: Value 2009-2014
  • Table 36 Non-Grocery Specialists Outlets by Channel: Units 2009-2014
  • Table 37 Sales in Non-Grocery Specialists by Channel: % Value Growth 2009-2014
  • Table 38 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2009-2014
  • Table 39 Non-Grocery Specialists Company Shares: % Value 2010-2014
  • Table 40 Non-Grocery Specialists Brand Shares: % Value 2011-2014
  • Table 41 Non-Grocery Specialists Brand Shares: Outlets 2011-2014
  • Table 42 Non-Grocery Specialists Brand Shares: Selling Space 2011-2014
  • Table 43 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2014-2019
  • Table 44 Forecast Sales in Non-Grocery Specialists by Channel: Value 2014-2019
  • Table 45 Forecast Non-Grocery Specialists Outlets by Channel: Units 2014-2019
  • Table 46 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
  • Table 47 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019

Non-Store Retailing in Kenya - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 48 Mobile internet retailing
  • Table 49 Sales in Non-Store Retailing by Channel: Value 2009-2014
  • Table 50 Sales in Non-Store Retailing by Channel: % Value Growth 2009-2014
  • Table 51 Non-Store Retailing Company Shares: % Value 2010-2014
  • Table 52 Non-Store Retailing Brand Shares: % Value 2011-2014
  • Table 53 Forecast Sales in Non-Store Retailing by Channel: Value 2014-2019
  • Table 54 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019

Segmentation

This market research report includes the following:

  • Retailing
    • Store-based Retailing
      • Grocery Retailers
        • Modern Grocery Retailers
          • Convenience Stores
          • Discounters
          • Forecourt Retailers
            • Chained Forecourts
            • Independent Forecourts
          • Hypermarkets
          • Supermarkets
        • Traditional Grocery Retailers
          • Food/Drink/Tobacco Specialists
          • Independent Small Grocers
          • Other Grocery Retailers
      • Non-Grocery Specialists
        • Apparel and Footwear Specialist Retailers
        • Electronics and Appliance Specialist Retailers
        • Health and Beauty Specialist Retailers
          • Beauty Specialist Retailers
          • Chemists/Pharmacies
          • Optical Goods Stores
          • Drugstores/Parapharmacies
          • Other Healthcare Specialist Retailers
        • Home and Garden Specialist Retailers
          • Home Improvement and Gardening Stores
          • Homewares and Home Furnishing Stores
        • Leisure and Personal Goods Specialist Retailers
          • Bags and Luggage 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
        • Other Non-Grocery Specialists
      • Mixed Retailers
        • Department Stores
        • Mass Merchandisers
        • Variety Stores
        • Warehouse Clubs
      • Luxury Retailing
        • Luxury Department Stores
        • Luxury Apparel and Footwear Specialist Retailers
        • Luxury Jewellery and Watch Specialist Retailers
        • Luxury Bags and Luggage Specialist Retailers
    • Non-Store Retailing
      • Direct Selling
        • Apparel and Footwear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Electronics Direct Selling
        • Consumer Healthcare Direct Selling
        • Consumer Appliances Direct Selling
        • Food and Drink Direct Selling
        • Home Care Direct Selling
        • Home Improvement and Gardening Direct Selling
        • Housewares and Home Furnishings Direct Selling
        • Media Products Direct Selling
        • Personal Accessories and Eyewear Direct Selling
        • Pet Care Direct Selling
        • Traditional Toys and Games Direct Selling
        • Video Games Hardware Direct Selling
        • Other Direct Selling
      • Homeshopping
        • Apparel and Footwear through Homeshopping
        • Beauty and Personal Care Homeshopping
        • Consumer Appliances Homeshopping
        • Consumer Electronics Homeshopping
        • Consumer Healthcare Homeshopping
        • Food and Drink Homeshopping
        • Home Care Homeshopping
        • Home Improvement and Gardening Homeshopping
        • Housewares and Home Furnishings Homeshopping
        • Media Products Homeshopping
        • Personal Accessories and Eyewear through Homeshopping
        • Pet Care Homeshopping
        • Traditional Toys and Games Homeshopping
        • Video Games Hardware Homeshopping
        • Other Homeshopping
      • Internet Retailing
        • Apparel and Footwear through Internet Retailing
        • Beauty and Personal Care Internet Retailing
        • Consumer Appliances Internet Retailing
        • Consumer Electronics Internet Retailing
        • Consumer Healthcare Internet Retailing
        • Food and Drink Internet Retailing
        • Home Care Internet Retailing
        • Home Improvement and Gardening Internet Retailing
        • Housewares and Home Furnishings Internet Retailing
        • Media Products Internet Retailing
        • Personal Accessories and Eyewear through Internet Retailing
        • Pet Care Internet Retailing
        • Traditional Toys and Games Internet Retailing
        • Video Games Hardware Internet Retailing
        • Other Internet Retailing
      • Vending
        • Packaged Drinks Vending
        • Packaged Foods Vending
        • Personal Hygiene Products Vending
        • Tobacco Products Vending
        • Hot Drinks Vending
        • Traditional Toys and Games Vending
        • Other Products Vending
      • Mobile Internet Retailing
      • Internet Pure Play Retailers

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
  • Taxation
  • Mobile Internet Retailing

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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