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 consumers who like to go to such stores to window shop and bargain hunt, and both of these activities were significantly curtailed by the pandemic.
In 2021, mixed retailers faces ongoing and intensifying competition from hypermarkets, which have been expanding their offerings to become a one stop store. Furthermore, mixed retailers also faces competition from online marketplaces such as Jumia and Kilimall.
In 2021, Massmart has announced its plan to sell its assets and exit the market in Kenya. The announcement followed the ongoing supply chain disruptions, which affected inventory and prices during the pandemic.
In the beginning of the forecast period, mixed retailers will remain relatively niche in Kenya, especially given the economic and investment constraints caused by the pandemic. However, as the condition improves and modernisation continues, mixed retailers will likely attract some consumers at the middle class expands.
The exit of Massmart will give the opportunity for local and international players to expand their value shares in Kenya over the forecast period. However, certain businesses may struggle to sustainably operate when considering restrictions such as imports, legal requirements for international companies, as well as the intensifying competition from hypermarkets.
Having previously largely ignored it, mixed retailers have been forced to pay more attention to e-commerce as a result of the pandemic. For example, consumers can now order products from Massmart Holdings Ltd’s Game stores and have them delivered to their door by Uber Eats.
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Understand the latest market trends and future growth opportunities for the Mixed Retailers industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of department stores, variety stores, mass merchandisers and warehouse clubs.See All of Our Definitions
This report originates from Passport, our Mixed Retailers research and analysis database.
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