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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    Beer in Kenya

    Jul 2019

    Domestic economy lager is expected to see the strongest volume growth within beer in the forecast period, with Senator Keg set to drive sales. East African Breweries’s newly constructed Senator Keg factory is set to boost volume and value sales, as ...

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    Cider/Perry in Kenya

    Jul 2019

    The launch of Tusker Cider by East African Breweries, which is a drink made from fermented apples and pears, is expected to take advantage of the burgeoning group of affluent young adults, and new beer consumers whose tastes are shaped by digital ...

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    Alcoholic Drinks in Kenya

    Jul 2019

    The improving socioeconomic environment, urbanisation and the growing number of affluent young adults enabled alcoholic drinks to see total volume and current value growth in Kenya in 2018. Premiumisation was seen in categories such as beer, in which...

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    Spirits in Kenya

    Jul 2019

    Spirits is set to record strong growth in the forecast period, driven mainly by higher consumer spending on leisure and entertainment, which mainly consists of social gatherings in bars and pubs. Growing urbanisation and the rising number of ...

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    Wine in Kenya

    Jul 2019

    The emergence of Westernised lifestyles will continue to transform the ways in which people shop, live and enjoy leisure and entertainment; therefore, boosting demand for wine. In addition, the expansion of modern shopping centres in most urban areas...

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    Cigarettes in Kenya

    Jul 2019

    The government and anti-smoking groups continued to look to educate consumers and increase awareness about the dangers of smoking in 2018, with this gradually taking its toll on smoking prevalence. One in three smokers in Kenya are believed to have ...

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    Cigars, Cigarillos and Smoking Tobacco in Kenya

    Jul 2019

    Cigars and cigarillos remains somewhat of a niche area in Kenya with sales limited largely to well-connected and well-travelled consumers and the country’s urban middle class. This is largely due to the high price of these products, while ...

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    Tobacco in Kenya

    Jul 2019

    Kenya is one of the best performing economies in Sub-Saharan Africa with its GDP growing by 6.1% in 2018, while private remittances grew by 7.8%. However, unemployment remains a challenge, with over a quarter of the country’s young adults being ...

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    Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Kenya

    Jul 2019

    Sales of smokeless tobacco, e-vapour products and heated tobacco remain negligible in Kenya, which is largely due to the high unit price of these products. This is especially true of e-vapour products with there also being a lack of knowledge and ...

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    Country Profile

    Country Profile

    Kenya: Country Profile

    Jun 2019

    Kenya will enjoy healthy economic gains in 2019. Momentum should be sustained this year on the back of public infrastructure spending and despite the interest rate cap likely continuing to weigh on the domestic economy. The persistence of drought ...

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    Baby and Child-Specific Products in Kenya

    Jun 2019

    The growing young, upwardly mobile and affluent middle-classes continue to drive the sprawl of multi-storied shopping centres and huge complexes offering different shopping experiences. This has been attributed to rapid urbanisation in all major ...

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    Bath and Shower in Kenya

    Jun 2019

    Even though many bath and shower products in the market are moving towards natural ingredients, what is also becoming apparent is that they are providing sensory experiences, with unique scents, textures, colours and shapes, in different formats, ...

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    Colour Cosmetics in Kenya

    Jun 2019

    When it comes to facial make-up, women in Kenya predominantly use foundation/concealer and powder, and to a lesser extent blusher/bronzer/highlighter; these have long been considered staples in make-up. Slowly, however, brands are looking to create ...

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    Deodorants in Kenya

    Jun 2019

    In general, deodorants contain aluminium, which is the primary ingredient included in antiperspirant deodorants, the function of which is to block the sweat glands, decreasing sweating. They also usually contain propylene glycol, which is a ...

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    Depilatories in Kenya

    Jun 2019

    Brands that continue to develop hair removal products that cater to the busy lifestyles of the young urban working-classes are expected to increase. Hair removers/bleaches especially, followed by women’s razors and blades, are continuing to grow, ...

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    Fragrances in Kenya

    Jun 2019

    Although premium designer scents are more expensive compared with mass fragrances, they are becoming more popular as consumers gain more disposable income and have more discretionary income. In general, premium fragrances are tailor-made; hence, they...

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    Hair Care in Kenya

    Jun 2019

    Many more brands are creating home kits for consumers who prefer to do their own hair at home, as well as those with busy lifestyles who do not want to visit salons. Therefore, there are increasing numbers of brands that are both home-friendly and ...

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    Country Report

    Country Report

    Mass Beauty and Personal Care in Kenya

    Jun 2019

    Mass skin care maintained the highest sales within mass beauty and personal care in 2018, as such products are commonly used by both men and women in the region; especially body care products. Brands, both local and international, increasingly ...

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    Men's Grooming in Kenya

    Jun 2019

    An increasing number of women prefer men’s bath and shower products, as they claim the scent lasts longer, and retail slightly cheaper than products targeted towards women. This not only produces a cost saving, but also sensory advantages. Brands are...

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    Country Report

    Country Report

    Oral Care in Kenya

    Jun 2019

    Increasingly, oral care is moving away from products that ensure oral hygiene, to products that address specific needs, such as tooth sensitivity, tooth whitening and the strengthening of tooth enamel. Despite the fact that these products retail for ...

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