Due to the outbreak of COVID-19 in 2020, many consumers personal incomes were compromised, with pay cuts and job losses impacting spending habits. In addition, with many asked to work from home, financial insecurity increased, with consumers worried about the future, limiting their non-essential spending.
Due to the outbreak of COVID-19, the government put various restrictions in place to stop the spread of the virus. This included the closure of country borders to avert the spread of the virus, restricting movements in and out of the country.
To avert the spread of the COVID-19 virus in Kenya, the government put a number of restrictions in place to limit social interactions. This included the closures of bars, pubs and restaurants and a restriction of social gatherings to allow for social distancing.
Volume growth is not expected to recover during 2021, with COVID-19 restrictions and consumers financial insecurity continuing to impact buying habits. While value sales are set to pick up and remain positive across the forecast period, recording a CAGR of 3% for cigars and cigarillos, volume sales will take longer to recover – with a weaker decline year-on-year, however, failing to match growth seen in volume sales prior to the outbreak of the virus.
In Kenya, cigars have long been seen as a symbol of success and luxury. Hence, cigars and cigarillos are often smoked to celebrate special occasions.
As there are no leading brands of cigars or cigarillos manufactured in Kenya, the landscape relies on imported goods. As such, there were some supply shortages seen over the review period due to increased interest from aspirational consumers, and consumer demand could not be met.
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Understand the latest market trends and future growth opportunities for the Cigars, Cigarillos and Smoking Tobacco industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Cigars, Cigarillos and Smoking Tobacco research and analysis database.
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