Modern grocery retailers responded negatively to the COVID-19 pandemic in 2020. Restrictions on operating hours and the economic shock of the pandemic led to current value decline.
Despite the outbreak COVID-19, Naivas Ltd and Majid Al Futtaim Group LLC – which franchises the Carrefour banner in East Africa – has continued to open new stores in 2021. The former overtook Tusker Mattresses Ltd to become the largest modern grocery retail chain in the country during 2020.
In response to the growing demand for convenance, more modern grocery retailers are forming strategic partnerships with digital platforms. In line with this trend, Chandarana supermarket has started using the delivery app Glovo to link customers to their services.
Over the forecast period, modern grocery retailers will continue expanding in Kenya. This will be mainly due to improved socioeconomic conditions and changing lifestyles, especially as the COVID-19 pandemic comes to an end.
In 2022 and beyond, competition between international and local players will intensify. This will mainly be due to the influx of new entrants, and the rapid expansion of existing players, both local and international.
Before the pandemic, e-commerce was an afterthought for modern grocery retail chains – one industry executive described it as a “necessary evil” – but the onset of COVID-19 forced them to adapt quickly. This usually took the form of partnerships with on-demand delivery services like Glovo and e-commerce retailers like Jumia.
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Understand the latest market trends and future growth opportunities for the Modern Grocery 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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Modern grocery retailing is the aggregation of those grocery channels that have emerged alongside the growth of chained retail. For Euromonitor, modern grocery retailing is the aggregation of five channels: Hypermarkets, Supermarkets, Discounters, Forecourt Retailers and Convenience Stores. While there can be traditional (i.e. non-chained) supermarkets or forecourt retailers, for example, due to the store's presence in the channel, these stores are still considered as modern for Euromonitor International.See All of Our Definitions
This report originates from Passport, our Modern Grocery Retailers research and analysis database.
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