print

Country Report

Kenya Flag Retailing in Kenya

| Pages: 49

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Retailing continues to grow 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 inflation remaining at a single-digit level of 5%, retailing grew in 2015. The rise of the middle class with high disposable incomes, as well as the improved infrastructure, which lowered transport costs for businesses, were key in promoting retail growth. Another key factor was the growing property boom, allowing retailers to take up prime locations near residential areas for customer convenience, as well as the devolution of services to rural areas, encouraging the footprint expansion of retail outlets nationwide.

Growing international interest boosts retail growth in Kenya

Over the last two years of the review period there was an increase in international brands setting up shop to tap into the growing middle-income segment and maximise the retailing opportunity that Kenya presents. Increased international interest in the Kenyan market, through direct investment by players, such as Walmart Game, Carrefour and Botswana’s Choppies, played a key role in promoting consumer confidence and spending.

Grocery retailers widen their product portfolio to improve margins

In a bid to retain their earnings and remain competitive, grocery retailers in Kenya continued to widen their non-grocery product portfolio, predominantly in modern retail outlets, to include homewares, apparel, footwear, consumer electronics, home furnishings and kitchen and cooking appliances and thus offer a variety of products to their customers over and above grocery items. Driven by “one-stop-shopping”, in addition to offering consumer convenience, grocery retailers used floor space to accommodate a variety of products aimed at growing sales revenues and maintaining customer loyalty.

Local companies maintain market leadership in 2015

Local companies led the retail market in 2015, largely as a result of their strong brand heritage built over time through strong advertising and their long-term presence in the market. Also, the expansion of modern retail outlets to residential areas enabled a wider consumer reach. The roll-out of private label ranges allowed consumers to enjoy quality products at affordable prices, further fuelling the revenue growth of local companies. The limited success of foreign companies in Kenya’s retail environment can be attributed to strong competition, insufficient and expensive suitable locations and inadequate market entry strategies, among other factors.

Strong growth expected over the forecast period

The retailing market in Kenya is expected to record a stronger positive value performance over the forecast period when measured at constant 2015 prices. Population growth and the projected positive economic growth, as well as heightened marketing activities, are set to promote value growth over the forecast period. In addition, growth is set to be driven by the increasing rate of urbanisation, the rapidly-growing middle class and increased local and international retail investment by players in the Kenyan market, which is expected to boost retailing in the country.

GET MORE FOR LESS!


For orders of 3 or more reports, in addition to your multi-purchase discount, we will provide any strategy or global briefing absolutely free.

Please contact a web site agent using the chat box or complete the form here to receive your free strategic briefing. 



Samples (FAQs about samples):

View full Retailing Report here

doc_pdf.pngSample Retailing Market Research Report

doc_excel_table.pngSample Retailing Data

Delivery: Files are delivered directly into your account within a few minutes of purchase.

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 continues to grow in Kenya

Growing international interest boosts retail growth in Kenya

Grocery retailers widen their product portfolio to improve margins

Local companies maintain market leadership in 2015

Strong growth expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

The positive economic environment continues to boost retailing value sales

The burgeoning middle class spurs retail growth in Kenya

The growth of internet retailing is set to positively impact retail sales

OPERATING ENVIRONMENT

Informal retailing

Opening hours

  • Summary 1 Standard Opening Hours by Channel Type 2015

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

  • Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2010-2015
  • Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2010-2015
  • Table 3 Sales in Store-Based Retailing by Channel: Value 2010-2015
  • Table 4 Store-Based Retailing Outlets by Channel: Units 2010-2015
  • Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2010-2015
  • Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2010-2015
  • Table 7 Retailing GBO Company Shares: % Value 2011-2015
  • Table 8 Retailing GBN Brand Shares: % Value 2012-2015
  • Table 9 Store-based Retailing GBO Company Shares: % Value 2011-2015
  • Table 10 Store-based Retailing GBN Brand Shares: % Value 2012-2015
  • Table 11 Store-based Retailing LBN Brand Shares: Outlets 2012-2015
  • Table 12 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2015-2020
  • Table 13 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020
  • Table 14 Forecast Sales in Store-Based Retailing by Channel: Value 2015-2020
  • Table 15 Forecast Store-Based Retailing Outlets by Channel: Units 2015-2020
  • Table 16 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020
  • Table 17 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020

DEFINITIONS

Store-based retailing

Non-store retailing

SOURCES

  • Summary 2 Research Sources

Retailing in Kenya - Company Profiles

Jumia Kenya in Retailing (Kenya)

STRATEGIC DIRECTION

COMPANY BACKGROUND

DIGITAL STRATEGY

  • Summary 3 Jumia: Share of Sales Generated by Internet Retailing 2013-2015

COMPETITIVE POSITIONING

  • Summary 4 Jumia: Competitive Position 2015

Nakumatt Holdings Ltd in Retailing (Kenya)

STRATEGIC DIRECTION

COMPANY BACKGROUND

DIGITAL STRATEGY

  • Summary 5 Nakumat Holdings Ltd: Share of Sales Generated by Internet Retailing 2013-2015

PRIVATE LABEL

  • Summary 6 Nakumatt Holdings Ltd Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 7 Nakumatt Holdings Ltd: Competitive Position 2015

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 18 Grocery Retailers: Value Sales, Outlets and Selling Space 2010-2015
  • Table 19 Sales in Grocery Retailers by Channel: Value 2010-2015
  • Table 20 Grocery Retailers Outlets by Channel: Units 2010-2015
  • Table 21 Sales in Grocery Retailers by Channel: % Value Growth 2010-2015
  • Table 22 Grocery Retailers Outlets by Channel: % Unit Growth 2010-2015
  • Table 23 Grocery Retailers GBO Company Shares: % Value 2011-2015
  • Table 24 Grocery Retailers GBN Brand Shares: % Value 2012-2015
  • Table 25 Grocery Retailers LBN Brand Shares: Outlets 2012-2015
  • Table 26 Grocery Retailers LBN Brand Shares: Selling Space 2012-2015
  • Table 27 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2015-2020
  • Table 28 Forecast Sales in Grocery Retailers by Channel: Value 2015-2020
  • Table 29 Forecast Grocery Retailers Outlets by Channel: Units 2015-2020
  • Table 30 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2015-2020
  • Table 31 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020

Non-Grocery Specialists in Kenya - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL FORMATS

  • Chart 2 Non-grocery specialists: Bata, apparel & footwear specialist in Nairobi

CHANNEL DATA

  • Table 32 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2010-2015
  • Table 33 Sales in Non-Grocery Specialists by Channel: Value 2010-2015
  • Table 34 Non-Grocery Specialists Outlets by Channel: Units 2010-2015
  • Table 35 Sales in Non-Grocery Specialists by Channel: % Value Growth 2010-2015
  • Table 36 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2010-2015
  • Table 37 Non-Grocery Specialists GBO Company Shares: % Value 2011-2015
  • Table 38 Non-Grocery Specialists GBN Brand Shares: % Value 2012-2015
  • Table 39 Non-Grocery Specialists LBN Brand Shares: Outlets 2012-2015
  • Table 40 Non-Grocery Specialists LBN Brand Shares: Selling Space 2012-2015
  • Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2015-2020
  • Table 42 Forecast Sales in Non-Grocery Specialists by Channel: Value 2015-2020
  • Table 43 Forecast Non-Grocery Specialists Outlets by Channel: Units 2015-2020
  • Table 44 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020
  • Table 45 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020

Non-Store Retailing in Kenya - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 46 Sales in Non-Store Retailing by Channel: Value 2010-2015
  • Table 47 Sales in Non-Store Retailing by Channel: % Value Growth 2010-2015
  • Table 48 Non-Store Retailing GBO Company Shares: % Value 2011-2015
  • Table 49 Non-Store Retailing GBN Brand Shares: % Value 2012-2015
  • Table 50 Forecast Sales in Non-Store Retailing by Channel: Value 2015-2020
  • Table 51 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020

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 Apparel and Footwear Retailers
        • Luxury Bags and Luggage Specialist Retailers
        • Luxury Department Stores
        • Luxury Jewellery and Watch 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 Health Internet Retailing
        • Food and Drink Internet Retailing
        • Home Care Internet Retailing
        • Home Improvement and Gardening Internet Retailing
        • Homewares 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
      • Internet Pure Play Retailers
      • Mobile Internet Retailing

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
  • Taxation

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

print

Recently Viewed Items more ›

    Want to find out more about this report?

    If you purchase a report that is updated in the next 60 days, we will send you the new edition of the report and the data extract FREE!
    Our site uses cookies to improve functionality. Continue if you are happy with this or learn how to manage cookies by clicking here