Retailing in Kenya

Retailing in Kenya

EXECUTIVE SUMMARY

Retailing benefiting from a healthy economy

Retailers investing in an omnichannel approach

Competition heats up with some players forced out of the market

New international players eye Kenya’s retailing potential

Retailing set for bright future

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Seasonality

Christmas
Back to School

Payments and delivery

Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 3 Sales in Store-Based Retailing by Channel: Value 2014-2019
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2014-2019
Table 5 Store-Based Retailing Outlets by Channel: Units 2014-2019
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 7 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 15 Retailing GBO Company Shares: % Value 2015-2019
Table 16 Retailing GBN Brand Shares: % Value 2016-2019
Table 17 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 18 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 20 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2019-2024
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2019-2024
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2019-2024
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 2 Research Sources

Modern Grocery Retailers in Kenya

HEADLINES

PROSPECTS

Strengthening economy offers opportunities as competition heats up

Consumers increasingly heading to shopping centres for their grocery needs

Retailers focusing on the internet

COMPETITIVE LANDSCAPE

Mergers and franchise models feature prominently in 2019

Leading players investing in their online presence

Choppies to make quick getaway as it struggles to gain a foothold in Kenya

CHANNEL DATA

Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 42 Sales in Modern Grocery Retailers by Channel: Value 2014-2019
Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2014-2019
Table 44 Modern Grocery Retailers Outlets by Channel: Units 2014-2019
Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2019-2024
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2019-2024
Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2019-2024
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024

Traditional Grocery Retailers in Kenya

HEADLINES

PROSPECTS

Traditional grocery retailers comprised of a wide variety of retailers

Smart Dukas project reaping rewards

Traditional grocery retailers may be forced to adapt to changing shopping behaviour

COMPETITIVE LANDSCAPE

Traditional grocery retailers remains a highly fragmented channel

Unilever offers sales of credit to small retailers

Stores focused on improving their offer and expanding their payment options

CHANNEL DATA

Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 58 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 59 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Apparel and Footwear Specialist Retailers in Kenya

HEADLINES

PROSPECTS

Second-hand clothing continues to take sales away from apparel and footwear specialist retailers

E-commerce set to increase its presence in apparel and footwear

Mixed outlook as economy improves but competition increases

COMPETITIVE LANDSCAPE

Tusker Mattresses expands into apparel and footwear

International players investing in Kenya

Leading players facing challenging climate as competition intensifies

CHANNEL DATA

Table 60 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 61 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 62 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 63 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 64 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 65 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 66 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 67 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Health and Beauty Specialist Retailers in Kenya

HEADLINES

PROSPECTS

Retailers pursue multi-channel marketing approach

Healthy economy driving demand for a wider variety of health and beauty products

Consumers showing growing willingness to invest in their appearance

COMPETITIVE LANDSCAPE

MPharma acquires Haltons as part of new strategy

Goodlife Pharmacy consolidates lead with acquisition of Maghreb Pharmacy

Success of health and beauty in Kenya attracting interest from new players

CHANNEL DATA

Table 68 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 69 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 70 Sales in Health and Beauty Specialist Retailers by Channel: Value 2014-2019
Table 71 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2014-2019
Table 72 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 73 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 74 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 75 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 76 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 77 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 78 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2019-2024
Table 79 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2019-2024

Mixed Retailers in Kenya

HEADLINES

PROSPECTS

Variety stores sees consumer base expand as economy performs well

Variety stores face mounting pressure from other channels

Rise of shopping centre culture

COMPETITIVE LANDSCAPE

Society Stores maintains lead with low-cost/low-price strategy

Competition expected to intensify from e-commerce

Specialist retailers posing increasing competition to mixed retailers

CHANNEL DATA

Table 80 Mixed Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 81 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 82 Sales in Mixed Retailers by Channel: Value 2014-2019
Table 83 Sales in Mixed Retailers by Channel: % Value Growth 2014-2019
Table 84 Mixed Retailers Outlets by Channel: Units 2014-2019
Table 85 Mixed Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 86 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 87 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 88 Forecast Sales in Mixed Retailers by Channel: Value 2019-2024
Table 89 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2019-2024
Table 90 Forecast Mixed Retailers Outlets by Channel: Units 2019-2024
Table 91 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2019-2024

Direct Selling in Kenya

HEADLINES

PROSPECTS

Direct selling seen as useful tool in testing the market

Direct selling employed by new market entrants

The digital world presents both threats and opportunities for direct selling

COMPETITIVE LANDSCAPE

NeoLife leads but sales under threat due to tax evasion claims

Companies target the young unemployed for market activations

Consumer mistrust impacting sales

CHANNEL DATA

Table 92 Direct Selling by Category: Value 2014-2019
Table 93 Direct Selling by Category: % Value Growth 2014-2019
Table 94 Direct Selling GBO Company Shares: % Value 2015-2019
Table 95 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 96 Direct Selling Forecasts by Category: Value 2019-2024
Table 97 Direct Selling Forecasts by Category: % Value Growth 2019-2024

E-Commerce in Kenya

HEADLINES

PROSPECTS

Kenyans showing appetite for e-commerce as more consumers go online

Consumer electronics turn consumers onto e-commerce

Challenges remain for e-commerce with fraud remaining a concern

COMPETITIVE LANDSCAPE

Jumia rapidly establishing strong lead with a finger in many pies

Amazon and Alibaba look to gain foothold in Kenya with new payment options

Copia launches new e-commerce site with a wider distribution reach

CHANNEL DATA

Table 98 E-Commerce by Channel and Category: Value 2014-2019
Table 99 E-Commerce by Channel and Category: % Value Growth 2014-2019
Table 100 E-Commerce GBO Company Shares: % Value 2015-2019
Table 101 E-Commerce GBN Brand Shares: % Value 2016-2019
Table 102 Forecast E-Commerce by Channel and Category: Value 2019-2024
Table 103 Forecast E-Commerce by Channel and Category: % Value Growth 2019-2024

Mobile E-Commerce in Kenya

HEADLINES

PROSPECTS

Mobile e-commerce on rapid path to growth as user base explodes

Mobile payment solutions opening the market up to a wider audience

Mobile e-commerce offers benefits to both consumers and retailers

COMPETITIVE LANDSCAPE

Tusker Mattresses making up for lost time as it invests in new online services

M-Pesa improving its services to support mobile payment solutions

Social media seen as important in developing sales

CHANNEL DATA

Table 104 Mobile E-Commerce: Value 2014-2019
Table 105 Mobile E-Commerce: % Value Growth 2014-2019
Table 106 Mobile E-Commerce Forecasts: Value 2019-2024
Table 107 Mobile E-Commerce Forecasts: % Value Growth 2019-2024

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