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Overview:
Understand the latest market trends and future growth opportunities for the Retailing industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retailing industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retailing in Kenya report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retailing in Kenya?
- Which are the leading retailers in Retailing in Kenya?
- How are products distributed in Retailing in Kenya?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Kenya?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Retailing in Kenya
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 1 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020
Table 3 Sales in Store-Based Retailing by Channel: Value 2015-2020
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020
Table 5 Store-Based Retailing Outlets by Channel: Units 2015-2020
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020
Table 7 Sales in Non-Store Retailing by Channel: Value 2015-2020
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2015-2020
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2015-2020
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020
Table 15 Retailing GBO Company Shares: % Value 2016-2020
Table 16 Retailing GBN Brand Shares: % Value 2017-2020
Table 17 Store-based Retailing GBO Company Shares: % Value 2016-2020
Table 18 Store-based Retailing GBN Brand Shares: % Value 2017-2020
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2017-2020
Table 20 Non-Store Retailing GBO Company Shares: % Value 2016-2020
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2017-2020
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 2 Research Sources
Modern Grocery Retailers in Kenya
KEY DATA FINDINGS
2020 IMPACT
Modern grocery retailers hard hit by pandemic, as many consumers shop closer to home
Naivas Ltd eclipses the struggling Tusker Mattresses Ltd
Some players seek to make paying for shopping quicker, more convenient and more hygienic
RECOVERY AND OPPORTUNITIES
Hypermarkets and convenience stores will be at forefront of recovery in retail current value sales
Store networks will continue to expand
Boosted by the pandemic, e-commerce will continue to grow in prominence
CHANNEL DATA
Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 42 Sales in Modern Grocery Retailers by Channel: Value 2015-2020
Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2015-2020
Table 44 Modern Grocery Retailers Outlets by Channel: Units 2015-2020
Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2020-2025
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2020-2025
Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2020-2025
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025
Traditional Grocery Retailers in Kenya
KEY DATA FINDINGS
2020 IMPACT
Neighbourhood locations partially insulate some traditional grocery retailers from the pandemic’s economic shock
Facing increased competition from convenience stores, traditional grocery retailers seek greater efficiencies and to broaden their offer to consumers
Fear of contagion spurs growth in cashless payments
RECOVERY AND OPPORTUNITIES
Post-pandemic recovery will drive growth in retail current volume sales, particularly for traditional retailers in urban centres and close to transportation hubs
The competitive threat posed by modern grocery retailers will intensify
E-commerce provides a growth opportunity for traditional grocery retailers
CHANNEL DATA
Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 58 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 59 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Apparel and Footwear Specialist Retailers in Kenya
KEY DATA FINDINGS
2020 IMPACT
Hard-pressed consumers mend and make do
School closures reduce demand for children’s shoes
Retailers cut prices in an effort to lure back cautious consumers
RECOVERY AND OPPORTUNITIES
School reopening and economic recovery will boost demand
E-commerce will help international brands to reach middle-income consumers
Government reprieve for second-hand clothing and footwear a blow for apparel and footwear specialist retailers
CHANNEL DATA
Table 60 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 61 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 62 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 63 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 64 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 65 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 66 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 67 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Health and Beauty Specialist Retailers in Kenya
KEY DATA FINDINGS
2020 IMPACT
Heightened consumer interest in health and wellness keeps retail current value sales growing in a hostile economic environment
Demand for beauty products particularly hard hit by economic shock
Fewer prescriptions leads to reduced footfall
RECOVERY AND OPPORTUNITIES
Retail current value sales growth will accelerate, with demand for cosmetics likely to be particularly strong
As local consumers become more comfortable shopping online, health and beauty specialist retailers will pay more attention to e-commerce
Tighter regulation could slow growth in store numbers
CHANNEL DATA
Table 68 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 69 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 70 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020
Table 71 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020
Table 72 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 73 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 74 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 75 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 76 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 77 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 78 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025
Table 79 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025
Mixed Retailers in Kenya
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 80 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 81 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 82 Sales in Mixed Retailers by Channel: Value 2015-2020
Table 83 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020
Table 84 Mixed Retailers Outlets by Channel: Units 2015-2020
Table 85 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 86 Mixed Retailers GBO Company Shares: % Value 2016-2020
Table 87 Mixed Retailers GBN Brand Shares: % Value 2017-2020
Table 88 Mixed Retailers LBN Brand Shares: Outlets 2017-2020
Table 89 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020
Table 90 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 91 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 92 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025
Table 93 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025
Table 94 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025
Table 95 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025
Direct Selling in Kenya
KEY DATA FINDINGS
2020 IMPACT
COVID-19 hits direct sales particularly hard, due to restrictions on movement and lingering contagion fears
International players hit by supply disruptions
Demand for leader NeoLife International Ltd’s dietary supplements supported by increased consumer interest in preventative healthcare
RECOVERY AND OPPORTUNITIES
Post-pandemic economic recovery will drive rebound in retail current value sales
Social media will continue to grow in importance for direct sellers, blurring the line with e-commerce
Negative image of direct selling will continue to retard demand growth
CHANNEL DATA
Table 96 Direct Selling by Category: Value 2015-2020
Table 97 Direct Selling by Category: % Value Growth 2015-2020
Table 98 Direct Selling GBO Company Shares: % Value 2016-2020
Table 99 Direct Selling GBN Brand Shares: % Value 2017-2020
Table 100 Direct Selling Forecasts by Category: Value 2020-2025
Table 101 Direct Selling Forecasts by Category: % Value Growth 2020-2025
E-Commerce in Kenya
KEY DATA FINDINGS
2020 IMPACT
Locked-down consumers shop online in growing numbers
Reduced delivery fees buoy demand
Pick-up points alleviate last-mile issue
RECOVERY AND OPPORTUNITIES
Post-pandemic economic rebound, lower delivery fees and more affordable internet access will support strong growth in demand for e-commerce
Digital Service Tax unlikely to significantly impact e-commerce demand
New entrants will put pressure on leader Jumia Technologies AG
CHANNEL DATA
Table 102 E-Commerce by Channel and Category: Value 2015-2020
Table 103 E-Commerce by Channel and Category: % Value Growth 2015-2020
Table 104 E-Commerce GBO Company Shares: % Value 2016-2020
Table 105 E-Commerce GBN Brand Shares: % Value 2017-2020
Table 106 Forecast E-Commerce by Channel and Category: Value 2020-2025
Table 107 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025
Mobile E-Commerce in Kenya
KEY DATA FINDINGS
2020 IMPACT
Jumia Technologies AG partners with Airtel Money, but M-Pesa remains dominant in mobile money
For many Kenyans, the mobile internet is the internet
Cash on delivery remains the norm, but the government wants to change this
RECOVERY AND OPPORTUNITIES
Post-pandemic economic rebound will help to drive growth in mobile payments
Rising rate of smartphone penetration will continue to drive growth, while tax app will help to build trust in mobile payments
Cash will not be king forever
CHANNEL DATA
Table 108 Mobile E-Commerce: Value 2015-2020
Table 109 Mobile E-Commerce: % Value Growth 2015-2020
Table 110 Mobile E-Commerce Forecasts: Value 2020-2025
Table 111 Mobile E-Commerce Forecasts: % Value Growth 2020-2025