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Retailing in Kenya

March 2022
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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?
Download Table of Contents

Retailing in Kenya

Retailing in 2021: The big picture
The competitive landscape of modern grocery retailers continues to heat up in 2021 due to the COVID-19 pandemic
Digitalisation continues to transform retailing in 2021
The government focuses on local manufacturing in response to the COVID-19 pandemic
What next for retailing?
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Residential areas, a key market for Modern Grocery retailers.
Cash and carry
Seasonality
Shopping Season Name: Christmas and New Year Shopping
Shopping Season Name: Back to School Shopping
Payments
Delivery and collections
Emerging business models
Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
Table 3 Sales in Store-Based Retailing by Channel: Value 2016-2021
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2016-2021
Table 5 Store-Based Retailing Outlets by Channel: Units 2016-2021
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2016-2021
Table 7 Sales in Non-Store Retailing by Channel: Value 2016-2021
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
Table 15 Retailing GBO Company Shares: % Value 2017-2021
Table 16 Retailing GBN Brand Shares: % Value 2018-2021
Table 17 Store-based Retailing GBO Company Shares: % Value 2017-2021
Table 18 Store-based Retailing GBN Brand Shares: % Value 2018-2021
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
Table 20 Non-Store Retailing GBO Company Shares: % Value 2017-2021
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2021-2026
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2021-2026
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2021-2026
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

Summary 2 Research Sources

Modern Grocery Retailers in Kenya

KEY DATA FINDINGS

Modern grocery retailers returns to current value growth in 2021
Carrefour continues to expand while Tuskys is forced to leave the competitive landscape in 2021
More and more stores forge partnerships with online delivery platforms
Improved socioeconomic conditions and changing lifestyles support the rapid expansion of the modern channel
Competition will intensify over the forecast period
E-commerce will be at the forefront of innovations within the modern channel
Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 42 Sales in Modern Grocery Retailers by Channel: Value 2016-2021
Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2016-2021
Table 44 Modern Grocery Retailers Outlets by Channel: Units 2016-2021
Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2021-2026
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2021-2026
Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2021-2026
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026

Traditional Grocery Retailers in Kenya

KEY DATA FINDINGS

Traditional grocery retailers returns to growth in 2021 after being negatively impacted by the COVID-19 pandemic
Traditional grocery retailers currently remains popular but faces competition from the rise of convenience stores
Zucchini Green Grocers partners with Uber Eats in 2021
Traditional grocery retailers continues integrating e-commerce in a bid to boost sales in 2022 and beyond
Introduction of cashless payment methods set to favour the traditional channel
Ongoing competition from modern grocery retailers, however, the traditional channel will continue to lead
Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 58 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 59 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Apparel and Footwear Specialist Retailers in Kenya

KEY DATA FINDINGS

Demand slowly recovers in 2021 as consumers return to their pre pandemic routines
Second-hand clothes continues to pose a threat to apparel and footwear in 2021
Bata loses appeal to prevent rival from producing similar shoes to its Toughees brand
Potential for growth for local apparel and footwear stores over the forecast period
Footwear will continue to be reinvented by globalised offerings
Social media and e-commerce continue shaping the future of retailing
Table 60 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 61 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 62 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 63 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 64 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 65 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 66 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 67 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Health and Beauty Specialist Retailers in Kenya

KEY DATA FINDINGS

Expansion plans for outlets in 2021 thanks to the COVID-19 pandemic
Informal and illicit trade booms in light of the financial repercussions of the COVID-19 pandemic
More and more players move online to attract consumers as e-commerce gathers pace
Economic recovery set to boost sales and clampdown on illicit trade
Beauty specialist retailers benefit from the new set of regional cosmetic standards in 2022 and beyond
Digitalisation continues to have a strong impact over the forecast period
Table 68 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 69 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 70 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
Table 71 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
Table 72 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 73 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 74 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 75 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 76 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 77 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 78 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
Table 79 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

Mixed Retailers in Kenya

KEY DATA FINDINGS

Mixed retailers continues to be limited in Kenya in 2021
Mixed retailers faces an ongoing threat from hypermarkets and e-commerce in 2021
Massmart announces its plans to exit Kenya following supply chain issues
Mixed retailers possibly attracts middle class consumers, however continues to face a threat from hypermarkets
The exit of Massmart gives local and international players a hopeful opportunity
Mixed retailers will have to up their e-commerce game
Table 80 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 81 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 82 Sales in Mixed Retailers by Channel: Value 2016-2021
Table 83 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
Table 84 Mixed Retailers Outlets by Channel: Units 2016-2021
Table 85 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 86 Mixed Retailers GBO Company Shares: % Value 2017-2021
Table 87 Mixed Retailers GBN Brand Shares: % Value 2018-2021
Table 88 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
Table 89 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
Table 90 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 91 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 92 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
Table 93 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
Table 94 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
Table 95 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

Direct Selling in Kenya

KEY DATA FINDINGS

Direct Selling benefits from eased restrictions in 2021 following a sharp decline the previous year
E-commerce continues to provide stiff competition to direct selling in 2021
International player Avon announces plans to launch in Kenya
International players continue dominating direct selling in 2022 and beyond
Social media continues to blur the lines between direct selling and e-commerce
Customers maintain their negative image of direct selling in 2022 and beyond
Table 96 Direct Selling by Category: Value 2016-2021
Table 97 Direct Selling by Category: % Value Growth 2016-2021
Table 98 Direct Selling GBO Company Shares: % Value 2017-2021
Table 99 Direct Selling GBN Brand Shares: % Value 2018-2021
Table 100 Direct Selling Forecasts by Category: Value 2021-2026
Table 101 Direct Selling Forecasts by Category: % Value Growth 2021-2026

E-Commerce (Goods) in Kenya

KEY DATA FINDINGS

Ongoing smartphone penetration boosts the popularity of e-commerce in 2021
Courier services and pick-up points continue to expand in Kenya
The competitive landscape intensifies as more operators launch an online presence
E-commerce continues gathering pace in 2022 and beyond
The competitive landscape heats up as store-based retailers take an omnipresence approach
Fraud cases on the rise in line with the rapid growth of e-commerce
Table 102 E-Commerce (Goods) by Channel and Category: Value 2016-2021
Table 103 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
Table 104 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
Table 105 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
Table 106 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
Table 107 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

Mobile E-Commerce (Goods) in Kenya

KEY DATA FINDINGS

For many Kenyans, the mobile internet is the internet
On-demand grocery delivery boosts the performance of mobile e-commerce
Safaricom switches its focus purely to its mobile app M-Pesa in 2021
Mobile e-commerce benefits from improved mobile internet infrastructure in 2022 and beyond
Lower-income consumers gradually enter the mobile e-commerce channel
Cash payments will gradually decline in Kenya
Table 108 Mobile E-Commerce (Goods): Value 2016-2021
Table 109 Mobile E-Commerce (Goods): % Value Growth 2016-2021
Table 110 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
Table 111 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026
The following categories and subcategories are included:

Retailing

      • Apparel and Footwear Specialist Retailers
      • Electronics and Appliance Specialist Retailers
        • Beauty Specialist Retailers
        • Chemists/Pharmacies
        • Optical Goods Stores
        • Drugstores/Parapharmacies
        • Vitamins and Dietary Supplements Specialist Retailers
        • Home Improvement and Gardening Stores
        • Homewares and Home Furnishing Stores
        • Bags and Luggage Specialist Retailers
        • Jewellery and Watch Specialist Retailers
        • Media Products Stores
        • Pet Shops and Superstores
        • Sports Goods Stores
        • Stationers/Office Supply Stores
        • Traditional Toys and Games Stores
      • Other Non-Grocery Specialists
      • Department Stores
      • Mass Merchandisers
      • Variety Stores
      • Warehouse Clubs
      • Luxury Apparel and Footwear Retailers
      • Luxury Bags and Luggage Specialist Retailers
      • Luxury Department Stores
      • Luxury Jewellery and Watch Retailers
      • Off-price Apparel and Footwear Specialist Retailer
      • Off-price Department Stores
      • Apparel and Footwear Direct Selling
      • Beauty and Personal Care Direct Selling
      • Consumer Electronics Direct Selling
      • Consumer Health Direct Selling
      • Consumer Appliances Direct Selling
      • Food and Drink Direct Selling
      • Home Care Direct Selling
      • Home Improvement and Gardening Direct Selling
      • Homewares and Home Furnishings Direct Selling
      • Media Products Direct Selling
      • Personal Accessories and Eyewear Direct Selling
      • Pet Care Direct Selling
      • Traditional Toys and Games Direct Selling
      • Video Games Hardware Direct Selling
      • Other Direct Selling
      • Apparel and Footwear Homeshopping
      • Beauty and Personal Care Homeshopping
      • Consumer Appliances Homeshopping
      • Consumer Electronics Homeshopping
      • Consumer Health Homeshopping
      • Food and Drink Homeshopping
      • Home Care Homeshopping
      • Home Improvement and Gardening Homeshopping
      • Homewares and Home Furnishings Homeshopping
      • Media Products Homeshopping
      • Personal Accessories and Eyewear Homeshopping
      • Pet Care Homeshopping
      • Traditional Toys and Games Homeshopping
      • Video Games Hardware Homeshopping
      • Other Homeshopping
      • Packaged Drinks Vending
      • Snacks Vending
      • Dairy Products and Alternatives Vending
      • Cooking Ingredients and Meals Vending
      • Staple Foods Vending
      • Personal Hygiene Vending
      • Tobacco Vending
      • Hot Drinks Vending
      • Traditional Toys and Games Vending
      • Other Products Vending
      • Mobile E-Commerce (Goods)
        • Foreign E-Commerce (Goods)
        • Domestic E-Commerce (Goods)
        • Apparel and Footwear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Consumer Health E-Commerce
        • Food and Drink E-Commerce
        • Home Care E-Commerce
        • Home Improvement and Gardening E-Commerce
        • Homewares and Home Furnishings E-Commerce
        • Media Products E-Commerce
        • Personal Accessories and Eyewear E-Commerce
        • Pet Care E-Commerce
        • Traditional Toys and Games E-Commerce
        • Video Games Hardware E-Commerce
        • Other E-Commerce

Retailing

Sales of new and used goods to the general public for personal or household consumption. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts, fuel. Also excludes foodservice, rental and hire and wholesale industries (Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retailing is the aggregation of Store-based retailing and Non-store retailing. Retailing excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, ie retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer which is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retailing. In relation to click and collect purchases (i.e. where purchases are made over the internet but picked up at store) where the sales data is attributed depends on where the payment is made: If payment is made in store, then the sale is included in store-based sales. If payment is made over the internet, then the sale is included in internet retailing.

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