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Country Report

Kenya Flag Retailing in Kenya

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About this Report

EXECUTIVE SUMMARY

Retailing in Kenya continues to expand

Kenya’s retailing industry continued to experience considerable growth over the review period. This can be attributed to increased purchasing power among Kenya’s middle class and upper class populations. Other key factors include improved infrastructure, which has facilitated the movement of goods and meant higher quality at lower prices. In addition, the sustained property boom had allowed retailers to establish outlets prime locations near residential neighbourhoods, offering more convenience to consumers. Retailing in Kenya is thus on an upward growth trajectory, especially supermarkets.

Formal retailing growing while informal retailing maintains a strong position

Kenya’s formal retail industry has grown substantially in recent years, with rapid outlet expansion in residential areas due to the country’s recent property boom. The role played by various regional governments to ban street trading and revitalise and encourage investment and the application of modern trading standards in retailing have not, however, led to the complete overhaul of the informal retail sector. Informal retailers in Kenya include traditional open air markets, kiosks, small corner shops and street traders, all of which are very popular and conveniently provide a wide array of products, making them easy to access. In the overall retailing industry, the influence of formal retailing is expected to grow over the forecast period. During 2013 and 2014, Kenya is set for a major retail boom with the entry of four global retail chains. Retailers such as Wal-Mart—present in Kenya through its South African subsidiary, Massmart—Game Stores, Jet and Edgars plan to open retail outlets in Kenya, further intensifying competition in retailing in Kenya, while local formal retailers Nakumatt, Tuskys, Uchumi and Naivas continue to expand.

Change in the range of products stocked by grocery retailers

Kenya’s traditional grocery retailers have recently increased the range of non-grocery items they stock on their shelves. This is the result of several factors, notably the increased levels of competition coming from formal retailers as well as the ongoing increases being recorded in the purchasing power of the average Kenyan household as a result of rising economic and investor confidence, which is promoting increased consumption. In particular, Kenya’s telecommunications, transport and property sectors are booming. This is largely responsible for the re-emergence of Kenya’s middle-class, many of whom demand more than the usual grocery items. In addition to groceries, grocery retailers also sell items such as clothing, consumer electronics and appliances, books, toys, personal and home care products, as well as household furniture and furnishings. In a bid to retain their earnings and remain competitive they thus offer a variety of products to their customers over and above the regular grocery items.

Aggressive competition promotes great innovation among retailers

Over the course of 2011 and 2012, Kenya’s formal retailers registered substantial expansion in the number of outlets, with the target of this expansion middle-class consumers and affluent consumers living in upscale residential areas. During this time period, more than 20 retail branches opened in Kenya, widening the presence of these formal retailers. In a bid to promote consumer loyalty and increase revenues, Kenya’s nascent supermarket chains are packaging and branding their own private label products. A recent increase in the adoption of online retailing platforms and the enduring popularity of home shopping represent innovative ways in which retailers are maintaining and increasing their value shares. Kenya has always been a challenging country for foreign investors. Several foreign retailers such as South Africa-based Metro Cash & Carry and Lucky 7 exited Kenya in 2005 after brief stints in the country. The limited success of foreign companies in Kenya’s retail industry has been attributed to strong competition, insufficient and expensive suitable locations for retail outlets and inadequate launch strategies, among other factors.

Strong growth expected in retailing over the forecast period

The Kenyan retailing industry is expected to experience strong and steady growth during the forecast period. The large and growing Kenyan population is set to provide steady and ever-growing demand for retail products. In addition, the anticipated entry and expansion of international retailers is set to continue driving growth over the forecast period. The increasing rate of urbanisation, rapid growth in the Kenyan middle class and rising demand for specific goods and services are set to combine with the Kenya’s overall positive economic outlook to boost growth in retailing in Kenya during the forecast period.

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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

Retailing in Kenya continues to expand

Formal retailing growing while informal retailing maintains a strong position

Change in the range of products stocked by grocery retailers

Aggressive competition promotes great innovation among retailers

Strong growth expected in retailing over the forecast period

KEY TRENDS AND DEVELOPMENTS

Kenya’s economic outlook and income growth

Government regulation offers minimal growth benefits to modern retailers

Rapid expansion of formal supermarkets squeezes the small traders from retail

Changing consumer trends

MARKET INDICATORS

  • Table 1 Employment in Retailing 2008-2013

MARKET DATA

  • Table 2 Sales in Retailing by Channel: Value 2008-2013
  • Table 3 Sales in Retailing by Channel: % Value Growth 2008-2013
  • Table 4 Sales in Retailing by Grocery vs Non-Grocery: 2008-2013
  • Table 5 Sales in Store-Based Retailing by Channel: Value 2008-2013
  • Table 6 Store-Based Retailing Outlets by Channel: Units 2008-2013
  • Table 7 Sales in Store-Based Retailing by Channel: % Value Growth 2008-2013
  • Table 8 Store-Based Retailing Outlets by Channel: % Unit Growth 2008-2013
  • Table 9 Retailing Company Shares: % Value 2009-2013
  • Table 10 Retailing Brand Shares: % Value 2010-2013
  • Table 11 Store-Based Retailing Company Shares: % Value 2009-2013
  • Table 12 Store-Based Retailing Brand Shares: % Value 2010-2013
  • Table 13 Store-Based Retailing Brand Shares: Outlets 2010-2013
  • Table 14 Forecast Sales in Retailing by Channel: Value 2013-2018
  • Table 15 Forecast Sales in Retailing by Channel: % Value Growth 2013-2018
  • Table 16 Forecast Sales in Store-Based Retailing by Channel: Value 2013-2018
  • Table 17 Forecast Store-Based Retailing Outlets by Channel: Units 2013-2018
  • Table 18 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
  • Table 19 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018

APPENDIX

Operating environment

Cash & Carry and Discounters

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Retailing in Kenya - Company Profiles

Deacons Kenya Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Deacons Kenya Ltd: Key Facts
  • Summary 3 Deacons Kenya Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 4 Deacons Kenya Ltd: Competitive Position 2013

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

  • Summary 7 Nakumatt Holdings Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 8 Nakumatt Holdings Ltd: Competitive Position 2013

Tile & Carpet Centre in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Tile & Carpet Centre: Key Facts
  • Summary 10 Tile & Carpet Centre: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 11 Tile & Carpet Centre: Competitive Position 2013

Tusker Mattresses Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Tusker Mattresses Ltd: Key Facts
  • Summary 13 Tusker Mattresses Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 14 Tusker Mattresses: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 15 Tusker Mattresses: Competitive Position 2013

Uchumi Supermarkets Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 16 Uchumi Supermarkets Ltd: Key Facts
  • Summary 17 Uchumi Supermarkets Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 18 Uchumi Supermarkets: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 19 Uchumi Supermarkets Ltd: Competitive Position 2013

Grocery Retailers in Kenya - Category Analysis

HEADLINES

TRENDS

TRADITIONAL VS MODERN

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL FORMATS

  • Chart 1 Modern Grocery Retailers: Uchumi, Supermarkets

CHANNEL DATA

  • Table 20 Grocery Retailers: Value Sales, Outlets and Selling Space 2008-2013
  • Table 21 Sales in Grocery Retailers by Channel: Value 2008-2013
  • Table 22 Grocery Retailers Outlets by Channel: Units 2008-2013
  • Table 23 Sales in Grocery Retailers by Channel: % Value Growth 2008-2013
  • Table 24 Grocery Retailers Outlets by Channel: % Unit Growth 2008-2013
  • Table 25 Grocery Retailers Company Shares: % Value 2009-2013
  • Table 26 Grocery Retailers Brand Shares: % Value 2010-2013
  • Table 27 Grocery Retailers Brand Shares: Outlets 2010-2013
  • Table 28 Grocery Retailers Brand Shares: Selling Space 2010-2013
  • Table 29 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2013-2018
  • Table 30 Forecast Sales in Grocery Retailers by Channel: Value 2013-2018
  • Table 31 Forecast Grocery Retailers Outlets by Channel: Units 2013-2018
  • Table 32 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
  • Table 33 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018

Non-Grocery Retailers in Kenya - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL FORMATS

  • Chart 2 Non-Grocery Retailers: Mr Price, View 1, Apparel and Footwear Specialist Retailers
  • Chart 3 Non-Grocery Retailers: Mr Price, View 2, Apparel and Footwear Specialist Retailers
  • Chart 4 Non-Grocery Retailers: Bata, Apparel and Footwear Specialist Retailers

CHANNEL DATA

  • Table 34 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2008-2013
  • Table 35 Sales in Non-Grocery Retailers by Channel: Value 2008-2013
  • Table 36 Non-Grocery Retailers Outlets by Channel: Units 2008-2013
  • Table 37 Sales in Non-Grocery Retailers by Channel: % Value Growth 2008-2013
  • Table 38 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2008-2013
  • Table 39 Non-Grocery Retailers Company Shares: % Value 2009-2013
  • Table 40 Non-Grocery Retailers Brand Shares: % Value 2010-2013
  • Table 41 Non-Grocery Retailers Brand Shares: Outlets 2010-2013
  • Table 42 Non-Grocery Retailers Brand Shares: Selling Space 2010-2013
  • Table 43 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2013-2018
  • Table 44 Forecast Sales in Non-Grocery Retailers by Channel: Value 2013-2018
  • Table 45 Forecast Non-Grocery Retailers Outlets by Channel: Units 2013-2018
  • Table 46 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2013-2018
  • Table 47 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018

Non-Store Retailing in Kenya - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 48 Sales in Non-Store Retailing by Channel: Value 2008-2013
  • Table 49 Sales in Non-Store Retailing by Channel: % Value Growth 2008-2013
  • Table 50 Non-Store Retailing Company Shares: % Value 2009-2013
  • Table 51 Non-Store Retailing Brand Shares: % Value 2010-2013
  • Table 52 Forecast Sales in Non-Store Retailing by Channel: Value 2013-2018
  • Table 53 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018

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 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
          • Furniture and Homewares 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
        • Mixed Retailers
          • Department Stores
          • Mass Merchandisers
          • Variety Stores
          • Warehouse Clubs
        • Other Non-Grocery Retailers
      • Luxury Retail
        • Luxury Apparel and Footwear Specialist Retailers
        • Luxury Bags and Luggages Specialist Retailers
        • Luxury Department Stores
        • Luxury Jewellery and Watch Specialist Retailers
    • Non-Store Retailing
      • Direct Selling
        • Beauty and Personal Care Direct Selling
        • Apparel and Footwear Direct Selling
        • Consumer Electronics and Consoles Direct selling
        • Consumer Healthcare Direct Selling
        • Consumer Appliances Direct Selling
        • Home Care Direct Selling
        • Home Improvement and Gardening Direct Selling
        • Housewares and Home Furnishings Direct Selling
        • Media Products Direct Selling
        • Food and Drink Direct Selling
        • Traditional Toys and Games Direct Selling
        • Other Direct Selling
      • Homeshopping
        • Beauty and Personal Care Homeshopping
        • Apparel and Footwear Homeshopping
        • Consumer Electronics and Video Games Hardware Homeshopping
        • Consumer Healthcare Homeshopping
        • Consumer Appliances Homeshopping
        • Home Care Homeshopping
        • Home Improvement and Gardening Homeshopping
        • Housewares and Home Furnishings Homeshopping
        • Media Products Homeshopping
        • Food and Drink Homeshopping
        • Traditional Toys and Games Homeshopping
        • Other Homeshopping
      • Internet Retailing
        • Beauty and Personal Care Internet Retailing
        • Apparel and Footwear 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
        • Housewares and Home Furnishings Internet Retailing
        • Media Products Internet Retailing
        • Food and Drink Internet Retailing
        • Traditional 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
        • Traditional 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
  • 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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