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Country Report

Mixed Retailers in

Mixed Retailers in Kenya

20 pages, Jan 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Wide product variety appeals to consumers

Variety stores outlets in Kenya offer a wide range of products, targeting specific groups, making them appealing to consumers. They serve as a one-stop shop for all products from pregnancy through to infancy as well as for general childcare.

Baby care products represent the main sales within variety stores

Variety stores in Kenya continued to focus on baby and child care, offering specialised products for this target group, which would otherwise be difficult to access in other outlets. The outlets’ specialisation in pregnancy products, infancy and childcare continued to make them a reference point for manufacturers as well as consumers across the country.

COMPETITIVE LANDSCAPE

Specialisation sets variety shops apart

Variety shops in Kenya in the past focused on one product aspect and specialised on this, differentiating these outlets from other retailers. The focus on mother and baby products solely, led them to be a reference point for most Kenyan households, and were the main distributors for these products, an aspect that started slowly changing with the entry of modern grocery retailers.

Modern grocery retailers eat into sales share of mixed retailers

Modern grocery retailers outlets slowly grew their non-grocery product portfolio, stocking and offering similar products to those found in variety stores, albeit with a smaller selection base and fixed prices. Consumer preference for variety stores remained high, but their ability to purchase these products easily from modern grocery retailers slowly reduced foot traffic and overall revenue share from variety stores.

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Samples

Mixed Retailers Sample Report Mixed Retailers Sample Data

Overview

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.

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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.

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Mixed Retailers in Kenya - Category analysis

HEADLINES

PROSPECTS

Wide product variety appeals to consumers

Baby care products represent the main sales within variety stores

COMPETITIVE LANDSCAPE

Specialisation sets variety shops apart

Modern grocery retailers eat into sales share of mixed retailers

CHANNEL DATA

Table 1 Mixed Retailers: Value Sales, Outlets and Selling Space 2012-2017
Table 2 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 3 Sales in Mixed Retailers by Channel: Value 2012-2017
Table 4 Sales in Mixed Retailers by Channel: % Value Growth 2012-2017
Table 5 Mixed Retailers Outlets by Channel: Units 2012-2017
Table 6 Mixed Retailers Outlets by Channel: % Unit Growth 2012-2017
Table 7 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 8 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 9 Forecast Sales in Mixed Retailers by Channel: Value 2017-2022
Table 10 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2017-2022
Table 11 Forecast Mixed Retailers Outlets by Channel: Units 2017-2022
Table 12 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2017-2022

Retailing in Kenya - Industry Overview

EXECUTIVE SUMMARY

Retailing in Kenya maintains strong growth in 2017

Informal sales remain relevant in Kenya

Modern retailers reduce selling space

International players continue to set up shop in Kenya in 2017

Strong growth expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2017

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 2012-2017
Table 14 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2012-2017
Table 15 Sales in Store-Based Retailing by Channel: Value 2012-2017
Table 16 Sales in Store-Based Retailing by Channel: % Value Growth 2012-2017
Table 17 Store-Based Retailing Outlets by Channel: Units 2012-2017
Table 18 Store-Based Retailing Outlets by Channel: % Unit Growth 2012-2017
Table 19 Sales in Non-Store Retailing by Channel: Value 2012-2017
Table 20 Sales in Non-Store Retailing by Channel: % Value Growth 2012-2017
Table 21 Retailing GBO Company Shares: % Value 2013-2017
Table 22 Retailing GBN Brand Shares: % Value 2014-2017
Table 23 Store-based Retailing GBO Company Shares: % Value 2013-2017
Table 24 Store-based Retailing GBN Brand Shares: % Value 2014-2017
Table 25 Store-based Retailing LBN Brand Shares: Outlets 2014-2017
Table 26 Non-Store Retailing GBO Company Shares: % Value 2013-2017
Table 27 Non-Store Retailing GBN Brand Shares: % Value 2014-2017
Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2017-2022
Table 29 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2017-2022
Table 30 Forecast Sales in Store-Based Retailing by Channel: Value 2017-2022
Table 31 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2017-2022
Table 32 Forecast Store-Based Retailing Outlets by Channel: Units 2017-2022
Table 33 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2017-2022
Table 34 Forecast Sales in Non-Store Retailing by Channel: Value 2017-2022
Table 35 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2017-2022

Megatrends

Country Report

Mixed Retailers in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Wide product variety appeals to consumers

Baby care products represent the main sales within variety stores

COMPETITIVE LANDSCAPE

Specialisation sets variety shops apart

Modern grocery retailers eat into sales share of mixed retailers

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Mixed Retailers in Kenya - Category analysis

HEADLINES

PROSPECTS

Wide product variety appeals to consumers

Baby care products represent the main sales within variety stores

COMPETITIVE LANDSCAPE

Specialisation sets variety shops apart

Modern grocery retailers eat into sales share of mixed retailers

CHANNEL DATA

Retailing in Kenya - Industry Overview

EXECUTIVE SUMMARY

Retailing in Kenya maintains strong growth in 2017

Informal sales remain relevant in Kenya

Modern retailers reduce selling space

International players continue to set up shop in Kenya in 2017

Strong growth expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DEFINITIONS

SOURCES

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