Kenya

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Kenya. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Kenya StatisticsConsumer Lifestyles in KenyaKenya Country BriefingsFuture Demographics: Kenya in 2030

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    Country Briefing

    Business Dynamics: Kenya

    Feb 2021

    Kenya ranked among the top third of countries in the Ease of Doing Business Index in 2020, thanks to sound legal rights protection and an excellent ranking in the Getting Credit pillar. Despite this, starting and operating a business in the country ...

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    Country Report

    Country Report

    Modern Grocery Retailers in Kenya

    Feb 2021

    Restrictions on operating hours due to COVID-19 and the economic shock of the pandemic led to a decline in the retail current value sales of modern grocery retailers in Kenya during 2020. Many consumers, particularly those on lower incomes, were ...

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    Country Report

    Country Report

    Direct Selling in Kenya

    Feb 2021

    Direct selling retail current value sales exhibited a steep decline during 2020. Restrictions on movement, most notably a dusk-to-dawn curfew in the major cities, made it difficult for salespeople to move around, while a fear of contagion left many ...

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    Country Report

    Country Report

    Apparel and Footwear Specialist Retailers in Kenya

    Feb 2021

    Apparel and footwear specialist retailers saw a significant decline in retail current value sales during 2020. The economic shock of the pandemic led to a significant increase in unemployment, and even many of those who kept their jobs saw a ...

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    Country Report

    Country Report

    Mixed Retailers in Kenya

    Feb 2021

    There are only a handful of mixed retail outlets in Kenya, and as COVID-19 led consumers to tighten their belts and reduce their discretionary spending, 2020 was a difficult year for them. Variety stores are mostly frequented by young, urban ...

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    Country Report

    Country Report

    Health and Beauty Specialist Retailers in Kenya

    Feb 2021

    The retail current value sales of health and beauty specialist retailers continued to rise during 2020, albeit at their slowest rate in many years. The imposition of restrictions on movement during the early stages of the pandemic led some local ...

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    Country Report

    Country Report

    Retailing in Kenya

    Feb 2021

    Lockdown measures and restrictions on movement disrupted economic activity in Kenya during 2020, resulting in increased unemployment and a reduction in the disposable income of many households. This led many consumers to reduce their discretionary ...

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    Country Report

    Country Report

    Traditional Grocery Retailers in Kenya

    Feb 2021

    Restrictions on movement during the early stages of the pandemic had a negative effect on the retail current value sales of some traditional grocery retailers, particularly those located in urban centres or close to transportation hubs, such as bus ...

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    Country Report

    Country Report

    Mobile E-Commerce in Kenya

    Feb 2021

    Internet retailer Jumia Technologies AG now accepts Airtel Money as a mean of payment as part of a strategic partnership With Airtel Kenya, but Safaricom’s M-Pesa remains the dominant brand in mobile money in Kenya. M-Pesa combines Safaricom’s mobile...

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    Country Report

    Country Report

    E-Commerce in Kenya

    Feb 2021

    The rate of growth in e-commerce retail current value sales slowed slightly during 2020 but remained vigorous. While the economic shock of the pandemic led many local consumers to rein in their discretionary spending, the fact that many consumers ...

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    Country Report

    Country Report

    Toilet Care in Kenya

    Feb 2021

    Kenyans became increasingly aware of hygiene during the pandemic, which resulted in more stringent cleaning routines in the home, including the toilet area. Traditionally, lower-income consumers tend to use alternative solutions to specific toilet ...

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    Country Report

    Country Report

    Polishes in Kenya

    Feb 2021

    Demand for polishes slowed in 2020 across the category, as the pandemic impacted the economy and consumers’ disposable incomes, resulting in Kenyans prioritising their expenditure. Therefore, many consumers stocked up on essential products including ...

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    Country Report

    Country Report

    Dishwashing in Kenya

    Feb 2021

    Given the low penetration of dishwashers in Kenya at the end of the review period, dishwashing continued to be dominated by hand dishwashing products. However, as a result of increasing urbanisation towards the end of the review period, local ...

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    Country Report

    Country Report

    Surface Care in Kenya

    Feb 2021

    The emergence of the pandemic in Kenya resulted in a further upturn in demand for surface care in 2020, as local consumers paid greater attention to hygiene and engaged in more stringent cleaning of their homes in an attempt to reduce germs and ...

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    Country Report

    Country Report

    Home Insecticides in Kenya

    Feb 2021

    Demand for home insecticides remained fairly steady in 2020, with increasing awareness amongst the population due to ongoing efforts by NGOs and local governments of the importance of preventing insect-borne diseases, especially malaria. Despite ...

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    Country Report

    Country Report

    Home Care in Kenya

    Feb 2021

    Home care in Kenya was given a boost in 2020 with the emergence of the pandemic, resulting in a home seclusion trend due to social distancing and curfews and a greater focus on hygiene and stricter cleaning routines to maintain germ-free living ...

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    Country Report

    Country Report

    Bleach in Kenya

    Feb 2021

    During the initial months of 2020, bleach witnessed a surge in demand as consumers rushed to take precautionary measures against the virus. Consumers therefore became increasingly aware of the need for greater hygiene levels in the home which ...

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    Country Report

    Country Report

    Laundry Care in Kenya

    Feb 2021

    Prior to the emergence of COVID-19, laundry care in Kenya had not been a particularly important aspect in many consumers’ lives beyond basic cleaning routines, supporting stable demand for the category. However, since the outbreak of the pandemic, ...

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    Country Report

    Country Report

    Air Care in Kenya

    Feb 2021

    While demand for air care gradually increased towards the end of the review period in Kenya, disposable incomes were stretched as a direct result of negative economic impact during the pandemic. This forced many consumers to make more informed ...

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    Strategy Briefing

    Strategy Briefing

    The “New Normal” for Consumer Goods in Sub-Saharan Africa

    Jan 2021

    The COVID-19 pandemic has disrupted the consumer goods market in Sub-Saharan Africa, with recovery expected to take place over time. Consumers expenditure has been negatively affected, as value seeking consumers shift to essential products. The ...

    US$1,325
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