Consumer Lifestyles in Kenya

Consumer Lifestyle

About This Report

May 2017

While many Kenyans live in poverty, in recent years many consumers have nevertheless enjoyed increasing levels of disposable income and, in turn, spending, driving the development of modern retail and the construction of numerous shopping centres throughout the country. However, many consumers are becoming more cautious due to high, stubborn inflation rates and rising food prices. Online shopping is in its infancy but observers are optimistic about continued growth in coming years.

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Consumer Lifestyles in Kenya

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LIFESTYLES IN KENYA

Chart 1 Lifestyles in Kenya 2017

TOP FIVE CONSUMER TRENDS

Consumers continue to increase spending
Consumers rely on mobile money services rather than banks
Consumers flock to shopping malls
Consumers have yet to embrace online shopping
Dining out more popular as middle-class consumers seek out new experiences

CONSUMER SEGMENTATION

Babies and Infants
Rising demand for dry and prepared baby food
Chart 2 Number of Babies and Infants (Aged 0-2) and Average Age at Childbirth
Kids
Increasing popularlity of holiday sports camps for Kids
Chart 3 Number of Kids (Aged 3-8)
Tweenagers
Chart 4 Distribution of Tweens (Aged 9-12)
Teens
Chart 5 Distribution of Teens (Aged 13-17)
Young Adults
Chart 6 Distribution of Young Adults (Aged 18-19) and Age at First Marriage
Middle Youth
Chart 7 Distribution of Middle Youth (Aged 30-44)
Mid-Lifers
Chart 8 Number of Mid-Lifers (Aged 45-59)
Later-Lifers
Chart 9 Number of Later-Lifers (Aged 60+) and Life Expectancy

EATING AND DRINKING

Eating Habits
Kenyans eating less meat
Chart 10 Consumer Spending on Food and Non-Alcoholic Drinks: 2016
Drinking Habits
Increasing number of women sit at ‘the drinking table’
Chart 11 Consumer Spending on Beer, Wines and Spirits: 2016

HEALTHY AND ETHICAL LIVING

Attitudes to Health and Wellbeing
Chart 12 Consumer Expenditure on Personal Health: 2016
Ethical Living
Chart 13 Obese and Overweight Population by Gender: 2000-2016
Sport and Fitness
Chart 14 Percentage of Households Owning a Bicycle: 2016

HOUSE AND HOME

Home Ownership
Chart 15 Overview of Households: 2016
Household Profiles
Chart 16 Households by Type, Occupants, and Pet Ownership
Running Costs
Some consumers struggling with large unpaid energy bills
Chart 17 Running Costs per Household: 2016

LEISURE AND RECREATION

Leisure Time
Vacations
Chart 18 Holiday Time: 2016
Opportunities for Celebrations and Gift-Giving

TECHNOLOGY

The Internet
Chart 19 Accessing the Internet: 2016
Attitudes towards Social Media and Networking

GROOMING AND APPEARANCE

Investing in Yourself: Female Personal Grooming and Hygiene
Women increasingly turning to natural hair styles
Chart 20 Consumer Expenditure on Personal Appearance: 2016
Investing in Yourself: Male Personal Grooming and Hygiene
Style Icons and Celebrity Influences

SHOPPING

Main Household Shop
Chart 21 Main Household Shop by Retailer Type: 2016
Shopping for Big-Ticket Items
Shopping Online
Black Friday sales event attracts young online shoppers
Chart 22 Internet Retail Spending: 2016

SPENDING AND SAVING

Attitudes towards Spending
Attitudes towards Savings
Attitudes towards Loans
Chart 23 Key Spending and Savings Measures: 2016