Executive Summary

Mar 2019
PROSPECTS
Mixed retailers seen as experts in baby care

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 compared to specialist stores. Although these outlets mostly sell baby care products, they also generally stock clothing for children up to 16 years of age as well as a few household items.

Variety stores the only channel present

Variety stores remained the only channel present in mixed retailers in 2018, with these outlets appealing to consumers through their offer of a wide range of goods, from hardware to homewares. Furthermore, these stores serve as a one-stop shop for consumers seeking convenience.

Variety stores expected to face more competition from supermarkets and hypermarkets

Over the forecast period the sales of variety stores could be hit by the emergence of large hypermarkets, which will appeal to those consumers who prefer to see and touch products before purchase. In addition, hypermarkets and supermarkets are expanding their portfolio of products and are offering the same goods as variety stores at competitive prices.

COMPETITIVE LANDSCAPE
Mixed retailers facing competition from internet retailers

Mobile phone penetration in Kenya stood at 90% in December 2017, with the country having around 30 million internet users. With consumers increasingly seeking flexibility and convenience, the country has witnessed the emergence of online retailers such as Jumia, Kilimall and Safaricom-owned Masoko.

Specialist retailers also posing increasing competition to mixed retailers

Many Kenyan consumers are preferring to shop in specialist stores if they require certain goods. This is because they view specialists as offering better quality products.

Increasing mall space serves to limit footfall in mixed retailers

Due to the rapid growth of shopping malls in Kenya, entrepreneurs are opting to open shops which either serve a unique purpose or as a one-stop-shop, for example a hypermarket. Consumers are expected to increasingly prefer to shop in either a specialist outlet for specific products or from hypermarkets when shopping for multiple items.

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Mixed Retailers in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mixed Retailers industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mixed Retailers industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mixed Retailers in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic number of stores, selling space and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • How big is the Mixed Retailers channel in Kenya?
  • Who are the leading retailers in Kenya?
  • How are mixed retailers competing against the growth of grocery retailers?
  • Are consumers switching towards value retailers or moving upmarket?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Mixed Retailers in Kenya - Category analysis

HEADLINES

PROSPECTS

Mixed retailers seen as experts in baby care
Variety stores the only channel present
Variety stores expected to face more competition from supermarkets and hypermarkets

COMPETITIVE LANDSCAPE

Mixed retailers facing competition from internet retailers
Specialist retailers also posing increasing competition to mixed retailers
Increasing mall space serves to limit footfall in mixed retailers

CHANNEL DATA

Table 1 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 2 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 3 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 4 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 5 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 6 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 7 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 8 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 9 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 10 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 11 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 12 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

Retailing in Kenya - Industry Overview

EXECUTIVE SUMMARY

Retailing in Kenya continues to grow
Informal sales remain significant in Kenya
Cash-strapped Nakumatt goes into administration while Uchumi closes stores
International players pose stiff competition to local retailers in 2018
Moderate growth expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Seasonality
Christmas
Back to School
Payments and delivery
Emerging business models

MARKET DATA

Table 13 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 14 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 15 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 16 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 17 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 18 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 19 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 20 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 21 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 23 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 24 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 25 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 26 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 27 Retailing GBO Company Shares: % Value 2014-2018
Table 28 Retailing GBN Brand Shares: % Value 2015-2018
Table 29 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 30 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 31 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 32 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 33 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 34 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 35 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 36 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 37 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 38 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 39 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 40 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 41 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 42 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 43 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 44 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 45 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 46 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 47 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 48 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 49 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 50 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 51 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources