Kenya

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,…

Brick and mortar grocery stores remain extremely popular in Kenya, despite ongoing strong growth in e-commerce. The number of grocery stores outlets continued to increase in Kenya in 2022 as operators looked to expand as the country continued its…

Faced with rising costs, some major non-grocery retailers were forced to close their doors towards the end of the review period. Following a general pattern of South African retailers exiting Kenya, Massmart Holdings Ltd announced in early 2023 its…

Sendy launched a payment on delivery product for e-commerce and social commerce vendors in Africa, with this including Kenya. This is seen as a significant new product as it overcomes security concerns some consumers still have about shopping online,…

Retail in Kenya continued to expand in 2022, with new stores opening while there was increased footfall at brick and mortar stores. However, not all modern retailers are finding success in Kenya, with some players being forced to exit the market.…

In 2022, the Kenyan alcoholic beverages sector witnessed both volume and value sales expansion, riding on the coattails of a burgeoning youth demographic and a recovery phase following the stringent COVID-19 regulations that gave a much-needed boost…

Influences on local consumer purchasing decisions and behaviour when it comes to beer have evolved over time in Kenya. While pricing used to be a key driver, there is now a discernible shift towards a more nuanced, sophisticated buying behaviour that…

Cider/perry in Kenya saw further expansion in 2022, with new entrants such as Kenya Originals, for example, bringing fresh products to the table. In 2022, Kenya Originals launched its KO cider, featuring distinctive flavour profiles including KO lime…

In 2022, RTDs in Kenya recorded substantial growth, driven largely by the popularity of flavoured products. With the youth population in Kenya expanding, manufacturers have seized the opportunity to tailor their product offerings to this demographic.…

Spirits overall in Kenya has been experiencing a significant upswing in terms of total volume sales, due to the growing popularity of international brands. Increased importation of a diverse range of international spirits has been instrumental in…

Wine in Kenya saw continued strong and steady total volume sales growth in 2022, especially among the local middle-class consumer base. This expansion is predominantly fuelled by increased consumer awareness, which in turn is a result of concerted…

Chocolate confectionery is set to see low retail volume growth in 2023, although current value growth is expected to be far higher, amidst inflation. Modern grocery distribution channels are important for sales of chocolate confectionery in Kenya,…

Gum is set to maintain slow retail volume growth and more dynamic current value growth in 2023, with fairly similar rises expected for both bubble gum and chewing gum. The former is mainly consumed by children, and the latter by adults. Despite the…

Ice cream is set to see a second year of retail volume growth in 2023, although sales are still not expected to return to the pre-pandemic level, as ice cream is increasingly regarded as an occasional indulgence by local middle-class consumers.…

Savoury snacks recorded robust retail volume and current value growth throughout the review period, and this is set to continue in 2023, driven by the strong performance of potato chips. This is being driven by the youth population, especially…

Snacks is set to maintain retail volume growth in 2023, although this is expected to remain low. Amidst mounting inflationary pressure, an acceleration in unit price growth has been limiting volume growth, as sales are largely impulse-driven, but is…

Sugar confectionery is set to decline in retail volume terms in 2023, although it will continue to see current value growth due to price rises. The prices of raw materials have been rising. For instance, reduced local production of sugar cane,…

Sweet biscuits is the only category within sweet biscuits, snack bars and fruit snacks with notable sales. Plain biscuits are the most popular, followed by cookies, filled biscuits, chocolate coated biscuits, and wafers. Despite rising prices, retail…

Kenya Airways (KQ) has extended its partnership with Kenya Open Golf Limited (KOGL) for an additional two years, reaffirming its role as the Official Airline Partner of the Magical Kenya Open. This collaboration aims to boost tourism in the country,…

The war in Ukraine has had a detrimental impact on the travel industry in Kenya, including the booking sector. The conflict has resulted in an overall increase in travel costs, making it more expensive for individuals to explore various destinations…