Kenya

Cider is still a small product area, with similar volumes sold through both off- and on-trade channels but has been gradually gaining traction over the review period. In 2021, the cider category made dynamic progress due to growing appeal among the…

Deodorant usage and demand is on the increase in Kenya owing to improvements in consumer’s lifestyles and rising disposable incomes in general. Growing demand has pushed manufacturers to innovate underpinning a moderate rise in current value growth…

Demand for home insecticides remained fairly steady in response to the COVID-19 pandemic, with increasing awareness amongst the population due to ongoing efforts by NGOs and local governments of the importance of preventing insect-borne diseases,…

RTDs continue to witness better performance in 2021 as consumer demand recovers from the pandemic. Retail volume sales declined in both the on-trade and off-trade in 2020 as consumer budgets were squeezed and socialising was restricted. Consumers are…

Wipes have seen solid growth in 2021, albeit from an extremely low base. Demand has been helped by the rise in health awareness brought about by the pandemic. Consumers have become far more careful about cleaning and disinfecting hands and surfaces…

Retail tissue sales saw significant growth in 2020 directly as a result of the pandemic. The closure of work and study places meant that consumers were forced to spend more time at home, driving growth in both retail volume and value terms. In…

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

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…

Direct selling retail current value sales exhibited a steep decline during 2020 in response to the COVID-19 pandemic. Restrictions on movement, most notably a dusk-to-dawn curfew in the major cities, made it difficult for salespeople to move around,…

Dishwashing experienced a notable upturn in demand in 2020, as a direct result of the pandemic, with consumers taking greater preventative measures against the virus. The need to wash hands and maintaining general hygiene of home utensils and…

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 in 2020. This forced many consumers to make more…

The pandemic has had a mildly positive impact on retail volume sales of tea. Black tea remains dominant, but demand for fruit/herbal tea – particularly ginger and lemon tea – has been boosted by the fact that many local consumers are of the opinion…

Since the onset of the pandemic, there has been a shift in demand for coffee from foodservice to retail in Kenya. 2020 saw foodservice value sales of coffee decline for the first time on record, as lockdown measures led to the closure of foodservice…

The distribution of RTD tea remains very limited in Kenya, with a very low level of consumer awareness. Kenya is a tea-drinking country (as well as a major exporter of tea), but most local consumers prefer their tea to be freshly brewed, rather than…

While cream is available in retail stores in Kenya, it remains an unpopular product. This is mainly due to low consumer awareness. Moreover, using cream as an ingredient when cooking and baking remains quite unpopular among the local population.…

The rate of growth in retail volume sales of chocolate confectionery slowed somewhat during 2022 but remained moderate, supported by an expanding population and urbanisation. Retail constant value sales (2022 prices) expanded at a significantly…

Mass fragrances are the primary choice for most Kenyans as they are more affordable than premium fragrances. The COVID-19 pandemic brought about disruptions in the economy and to consumers’ incomes resulting in a shift away from premium brands which…

Demand for women’s razors and blades is declining among middle and high- income consumers as they shift towards hair removers and wax as the primary means of hair removal. Waxing is a more expensive alternative to shaving but the expansion of…

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…

Red Bull Gmbh’s eponymous brand continued to lead in energy drinks in terms of off-trade volume share during 2021. While Red Bull is virtually synonymous with energy drinks among local consumers, it is no longer dominant. Indeed, during the review…