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Direct Selling in Kenya

February 2021
USD 990
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Overview:

Understand the latest market trends and future growth opportunities for the Direct Selling industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

If you're in the Direct Selling industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Direct Selling in Kenya report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Direct Selling in Kenya?
  • Which are the leading retailers in Direct Selling in Kenya?
  • How are products distributed in Direct Selling in Kenya?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Kenya?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

Direct Selling in Kenya - Category analysis

KEY DATA FINDINGS

2020 IMPACT

COVID-19 hits direct sales particularly hard, due to restrictions on movement and lingering contagion fears
International players hit by supply disruptions
Demand for leader NeoLife International Ltd’s dietary supplements supported by increased consumer interest in preventative healthcare

RECOVERY AND OPPORTUNITIES

Post-pandemic economic recovery will drive rebound in retail current value sales
Social media will continue to grow in importance for direct sellers, blurring the line with e-commerce
Negative image of direct selling will continue to retard demand growth

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2015-2020 Table 2 Direct Selling by Category: % Value Growth 2015-2020 Table 3 Direct Selling GBO Company Shares: % Value 2016-2020 Table 4 Direct Selling GBN Brand Shares: % Value 2017-2020 Table 5 Direct Selling Forecasts by Category: Value 2020-2025 Table 6 Direct Selling Forecasts by Category: % Value Growth 2020-2025

Retailing in Kenya - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on retailing
COVID-19 country impact
Modern grocery retailers increasingly prominent, as leading players expand their networks
Retailers partner with delivery services
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2019
Physical retail landscape
Cash and carry
Seasonality
Back to school Christmas
Payments and delivery
Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020 Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020 Table 9 Sales in Store-Based Retailing by Channel: Value 2015-2020 Table 10 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020 Table 11 Store-Based Retailing Outlets by Channel: Units 2015-2020 Table 12 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020 Table 13 Sales in Non-Store Retailing by Channel: Value 2015-2020 Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020 Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020 Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 17 Sales in Non-Grocery Specialists by Channel: Value 2015-2020 Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020 Table 19 Non-Grocery Specialists Outlets by Channel: Units 2015-2020 Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020 Table 21 Retailing GBO Company Shares: % Value 2016-2020 Table 22 Retailing GBN Brand Shares: % Value 2017-2020 Table 23 Store-based Retailing GBO Company Shares: % Value 2016-2020 Table 24 Store-based Retailing GBN Brand Shares: % Value 2017-2020 Table 25 Store-based Retailing LBN Brand Shares: Outlets 2017-2020 Table 26 Non-Store Retailing GBO Company Shares: % Value 2016-2020 Table 27 Non-Store Retailing GBN Brand Shares: % Value 2017-2020 Table 28 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020 Table 29 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020 Table 30 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020 Table 31 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020 Table 32 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025 Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025 Table 34 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025 Table 35 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025 Table 36 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025 Table 37 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025 Table 38 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025 Table 39 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025 Table 40 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 42 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025 Table 43 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025 Table 44 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025 Table 45 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 2 Research Sources
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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 report originates from Passport, our Direct Selling research and analysis database.

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