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 Report

    Country Report

    Retail Tissue in Kenya

    Mar 2021

    Unlike retail hygiene categories, which saw little impact from COVID-19, retail tissue turned to much stronger growth in both retail volume and current value terms in 2020. Following the announcement of the first case of COVID-19 in the country, ...

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    Country Report

    Country Report

    Nappies/Diapers/Pants in Kenya

    Mar 2021

    In 2020, nappies/diapers/pants saw similar retail volume and current value growth rates to those seen in previous years of the review period, with little overall impact seen from the COVID-19 pandemic. However, Kenyans living in low-income ...

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    Country Report

    Country Report

    Wipes in Kenya

    Mar 2021

    In 2020, wipes maintained similar retail volume and current value growth rates compared with the previous year, and saw only a minor impact from COVID-19 because so few people use such products. Nevertheless, Kenyans became increasingly aware of ...

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    Country Report

    Country Report

    Retail Adult Incontinence in Kenya

    Mar 2021

    Retail adult incontinence is a relatively new category in Kenya, with sales only notable from 2018. Both retail volume and current value growth rates were therefore high in 2020, although this was due to the low base rather than to any impact due to ...

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    Country Report

    Country Report

    Tissue and Hygiene in Kenya

    Mar 2021

    Retail tissue and hygiene was already seeing dynamic current value growth in Kenya in the review period, but in 2020 a higher increase was seen than in previous years as a result of COVID-19. Although the growth rate of retail hygiene was only ...

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    Country Report

    Country Report

    Away-From-Home Tissue and Hygiene in Kenya

    Mar 2021

    After seeing double-digit current value growth and slow volume growth for most of the review period, in 2020 AFH tissue and hygiene turned to a slow current value decline and a double-digit fall in volume sales. When the COVID-19 pandemic hit the ...

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    Country Report

    Country Report

    Sanitary Protection in Kenya

    Mar 2021

    In 2020, sanitary protection recorded similar strong retail volume and current value growth rates as those seen in the review period, and the category saw little overall impact from COVID-19. The previous major drivers of growth continued, such as: ...

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    Future Demographic

    Future Demographic

    Kenya in 2040: The Future Demographic

    Mar 2021

    Natural increase will be the only driver of population growth in Kenya in 2020-2040. Ageing will accelerate over this time, but Kenya will remain young in a global context. An expanding workforce over this timeframe will create the potential of an ...

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    Country Briefing

    Country Briefing

    Economy, Finance and Trade: Kenya

    Mar 2021

    In 2020, Kenya’s economic growth slowed down considerably, affected by the COVID-19 pandemic and related measures taken to prevent the spread of the virus. The effects of the crisis are likely to pose long-term challenges, including a rise in poverty...

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    Country Briefing

    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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