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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    Kenya: Country Profile

    Mar 2019

    Kenya will enjoy strong economic gains in 2018. Growth of consumer spending continues to accelerate. Agricultural output is rebounding as weather conditions improve. Both exports and a buoyant tourist sector provide additional support. A tighter ...

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    Air Care in Kenya

    Mar 2019

    Air care products are heavily used in most corporate offices and are mainly bought directly from distributors due to the mass quantities needed. Therefore, such customers account for a large share of overall air care sales, with the policy of ...

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    Bleach in Kenya

    Mar 2019

    In Kenya, bleach is used for a wide range of cleaning applications, with stain removal and laundry cleaning remaining the most significant. However, bleach is also used for cleaning toilets, floors and surfaces. This type of usage increased in ...

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    Dishwashing in Kenya

    Mar 2019

    The growing urban population, modernisation of retail channels and rising incomes among Kenya’s middle-class continued to positively impact value and volume growth in dishwashing during 2018. Additionally, the growing number of modern shopping malls ...

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    Home Insecticides in Kenya

    Mar 2019

    In Kenya, increased awareness of the dangers of mosquito borne diseases such as malaria continue to boost insecticide sales. The government, via the ministry of public health, has been running malaria sensitisation and prevention campaigns, thus ...

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    Laundry Care in Kenya

    Mar 2019

    Increased awareness and penetration of products amid the proliferation of modern trade outlets, rising urbanisation and the shift towards modern lifestyle trends as a result of increased disposable incomes are the key factors that are expected to ...

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    Home Care in Kenya

    Mar 2019

    Home care current value sales continued to increase strongly in 2018, with growth being fuelled by the positive performance of the Kenyan economy and solid GDP growth. Home care sales are also rising as a result of increasing urbanisation and ...

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    Polishes in Kenya

    Mar 2019

    The number of new housing developments continues to increase rapidly in Kenya, with a growing number of homes featuring special floors and metal fittings that require polishing. With the rising population of aspirational middle-income consumers, ...

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    Surface Care in Kenya

    Mar 2019

    Surface care volume sales are expected to continue rising over the forecast period as a result of increased urbanisation and changing lifestyle trends. Increased awareness and penetration of products amid the growing proliferation of modern trade ...

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    Toilet Care in Kenya

    Mar 2019

    Urbanisation, increased marketing and rising consumer awareness of toilet specific cleaning products, supported by the expansion of modern retailers, are some of the factors that are expected to boost growth in toilet care over the coming years. In ...

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    Apparel and Footwear Specialist Retailers in Kenya

    Mar 2019

    Modern grocery retailers are seeking to steal share from apparel and footwear specialist retailers. For example, in 2015, the supermarket Tuskys opened its first specialist clothing store in Nairobi, targeting mass consumers with private label ...

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    Direct Selling in Kenya

    Mar 2019

    With the unemployment rate in Kenya averaging 11%, companies are increasingly looking to employ youths to sell their products directly to consumers. This involves these sales agents looking for potential customers either through their existing ...

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    Health and Beauty Specialist Retailers in Kenya

    Mar 2019

    Internet retailing of health and beauty products continued to increase in Kenya in 2018, with sales supported by mobile penetration of over 90% of the adult population. In addition, online retailing is being fuelled by the proliferation of m-commerce...

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    Internet Retailing in Kenya

    Mar 2019

    Jumia remained the leading internet retailing platform in 2018 thanks to its longstanding presence in the Kenyan market as well as streamlined operational model. Over the years, consumers have thus learnt to trust the platform and view it as offering...

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    Mixed Retailers in Kenya

    Mar 2019

    Due to the increased cost of living, new mothers are looking to save money by shopping in mixed retailers in city centres as these offer an array of baby care items, from nappies, toys and clothing to nursery furniture, at more affordable prices when...

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    Mobile Internet Retailing in Kenya

    Mar 2019

    Mobile data services such as m-commerce and m-banking are widely used by consumers in Kenya. These provide affordable and convenient alternatives to going to a mall to shop. Through partnerships between online platforms and mobile phone operators, ...

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    Modern Grocery Retailers in Kenya

    Mar 2019

    Local supermarket operators are looking to fill the gap left by the previous channel leader Nakumatt Holdings. Tusker Mattresses and Naivas are becoming increasingly aggressive with their expansion strategies, opening supermarkets in the same ...

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    Retailing in Kenya

    Mar 2019

    Retailing in Kenya continued to grow in 2018, driven by increased mobile phone penetration as well as rising disposable incomes and consumer confidence. Notably, the sprouting up of shopping malls in the country has led to the opening of stores which...

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    Traditional Grocery Retailers in Kenya

    Mar 2019

    Informal markets in Kenya offer consumers both affordable prices and convenience. Traditional specialists, such as Zuchini for example, can be found in high-end malls, thus catering for middle- to high-income householders. Lower-income consumes view ...

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    Bottled Water in Kenya

    Mar 2019

    In the review period, Kenya Bureau of Standards (KEBS) released a cautionary statement in which it said that there were 157 water companies carrying out operations without licences, and the public were warned against consuming bottled water not ...

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