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Country Report

Mixed Retailers in

Mixed Retailers in Kenya

Feb 2021

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!

2020 IMPACT

Pandemic brings a temporary end to window shopping and bargain hunting

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.

The opening of a fourth store boosts Massmart Holdings Ltd., masking a broad decline in demand due to the economic shock of the pandemic

South Africa-based Massmart Holdings Ltd, in which US-based Walmart has a controlling interest, dominates Kenyan mixed retailing. Its Game variety store chain, which sells everything from FMCG and homewares to gardening equipment and consumer appliances, entered the Kenyan market in 2015.

Demand for big-ticket items particularly hard hit

A large proportion of Game’s retail current value sales are derived from durable goods, and demand for these was particularly hard hit by the economic shock of the pandemic. In contrast to many developed countries, the incomes of Kenyan consumers were not supported by transfer payments from their government during 2020.

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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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Delivery: Files are delivered directly into your account within a few minutes of purchase.

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

KEY DATA FINDINGS

2020 IMPACT

Pandemic brings a temporary end to window shopping and bargain hunting

The opening of a fourth store boosts Massmart Holdings Ltd., masking a broad decline in demand due to the economic shock of the pandemic

Demand for big-ticket items particularly hard hit

RECOVERY AND OPPORTUNITIES

Post-pandemic economic recovery will boost demand, but Massmart Holdings Ltd’s expansion plans will be crucial

Hypermarkets to pose a growing competitive threat

Mixed retailers will have to up their e-commerce game

CHANNEL DATA

Table 1 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 2 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 3 Sales in Mixed Retailers by Channel: Value 2015-2020
Table 4 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020
Table 5 Mixed Retailers Outlets by Channel: Units 2015-2020
Table 6 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 7 Mixed Retailers GBO Company Shares: % Value 2016-2020
Table 8 Mixed Retailers GBN Brand Shares: % Value 2017-2020
Table 9 Mixed Retailers LBN Brand Shares: Outlets 2017-2020
Table 10 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020
Table 11 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 12 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 13 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025
Table 14 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025
Table 15 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025
Table 16 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

Retailing in Kenya - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on retailing

COVID-19 country impact

Modern grocery retailers increasingly prominent, as leading players expand their networks

Retailers partner with delivery services

What next for retailing?

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Cash and carry

Seasonality

Back to school
Christmas

Payments and delivery

Emerging business models

MARKET DATA

Table 17 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020
Table 18 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020
Table 19 Sales in Store-Based Retailing by Channel: Value 2015-2020
Table 20 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020
Table 21 Store-Based Retailing Outlets by Channel: Units 2015-2020
Table 22 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020
Table 23 Sales in Non-Store Retailing by Channel: Value 2015-2020
Table 24 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020
Table 25 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020
Table 26 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 27 Sales in Non-Grocery Specialists by Channel: Value 2015-2020
Table 28 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020
Table 29 Non-Grocery Specialists Outlets by Channel: Units 2015-2020
Table 30 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020
Table 31 Retailing GBO Company Shares: % Value 2016-2020
Table 32 Retailing GBN Brand Shares: % Value 2017-2020
Table 33 Store-based Retailing GBO Company Shares: % Value 2016-2020
Table 34 Store-based Retailing GBN Brand Shares: % Value 2017-2020
Table 35 Store-based Retailing LBN Brand Shares: Outlets 2017-2020
Table 36 Non-Store Retailing GBO Company Shares: % Value 2016-2020
Table 37 Non-Store Retailing GBN Brand Shares: % Value 2017-2020
Table 38 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020
Table 39 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020
Table 40 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020
Table 41 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020
Table 42 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025
Table 43 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025
Table 44 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025
Table 45 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025
Table 46 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025
Table 47 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025
Table 48 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025
Table 49 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025
Table 50 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 51 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 52 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025
Table 53 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025
Table 54 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025
Table 55 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025

Megatrends

Country Report

Mixed Retailers in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

2020 IMPACT

Pandemic brings a temporary end to window shopping and bargain hunting

The opening of a fourth store boosts Massmart Holdings Ltd., masking a broad decline in demand due to the economic shock of the pandemic

Demand for big-ticket items particularly hard hit

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Mixed Retailers in Kenya - Category analysis

KEY DATA FINDINGS

2020 IMPACT

Pandemic brings a temporary end to window shopping and bargain hunting

The opening of a fourth store boosts Massmart Holdings Ltd., masking a broad decline in demand due to the economic shock of the pandemic

Demand for big-ticket items particularly hard hit

RECOVERY AND OPPORTUNITIES

Post-pandemic economic recovery will boost demand, but Massmart Holdings Ltd’s expansion plans will be crucial

Hypermarkets to pose a growing competitive threat

Mixed retailers will have to up their e-commerce game

CHANNEL DATA

Retailing in Kenya - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on retailing

COVID-19 country impact

Modern grocery retailers increasingly prominent, as leading players expand their networks

Retailers partner with delivery services

What next for retailing?

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

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