Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  Check Out View Cart

Country Report

Retailing in

Retailing in Kenya

55 pages, Jan 2018

US$2,100

Add to cart Pay by invoice

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!

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!

Retailing in Kenya maintains strong growth in 2017

Positive economic growth, increased foreign investment as well as improved road infrastructure helped boost economic development. In addition, higher disposable incomes among the Kenyan middle class, continued modern retailing expansion by manufacturers and increased investment by leading foreign retailer players helped drive growth in 2017.

Informal sales remain relevant in Kenya

The informal marketplace and sales continued to thrive in Kenya amid development of modern grocery retailers. The existence of a large low-income (and middle class) consumer group continued to spur its development, largely servicing this consumer base, who tend to be very price sensitive.

Modern retailers reduce selling space

Rapid expansion led to a reduction in foot traffic for leading modern retailing firms, as they struggled with debts due to a lack of adequate funds to pay off their suppliers and staff. As a result, modern grocery retailers firms in Kenya started to change their modern retailing expansion strategy to adopt the franchise model concept, taking up smaller outlets and optimising stock as they seek to manage costs as well as retain and grow the customer base and revenues.

International players continue to set up shop in Kenya in 2017

Leading international players set up shop in Kenya as they sought to maximise on the growing middle-income group, as demand for brands is strong and growing among these consumers. High spending power and desire for quality products saw the set-up of luxury product retailers such as Foschini Group, Austrian jewellery brand Swarovski as well as Turkish clothing store LC Waikiki that was set to open in the last quarter of 2017.

Strong growth expected over the forecast period

The retailing industry in Kenya will post a stronger performance over the forecast period. Population growth, projected positive economic growth as well as increased investments by international brands are set to promote value growth over the forecast period.

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

Samples

Retailing Sample Report Retailing 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.

Samples (FAQs about samples):

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 Retailing 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 Retailing industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Kenya for free:

The Retailing in Kenya market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
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 grocery/non-grocery/non-store channel in Kenya?
Who are the leading retailers in Kenya?
How is retailing performing in Kenya?
What is the retailing environment like in Kenya?
Which channels are winning or losing in the fight for consumers’ money?

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.

Want to find out more about this report?

Request more information

Retailing in Kenya

EXECUTIVE SUMMARY

Retailing in Kenya maintains strong growth in 2017

Informal sales remain relevant in Kenya

Modern retailers reduce selling space

International players continue to set up shop in Kenya in 2017

Strong growth expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2017

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 2012-2017
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2012-2017
Table 3 Sales in Store-Based Retailing by Channel: Value 2012-2017
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2012-2017
Table 5 Store-Based Retailing Outlets by Channel: Units 2012-2017
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2012-2017
Table 7 Sales in Non-Store Retailing by Channel: Value 2012-2017
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2012-2017
Table 9 Retailing GBO Company Shares: % Value 2013-2017
Table 10 Retailing GBN Brand Shares: % Value 2014-2017
Table 11 Store-based Retailing GBO Company Shares: % Value 2013-2017
Table 12 Store-based Retailing GBN Brand Shares: % Value 2014-2017
Table 13 Store-based Retailing LBN Brand Shares: Outlets 2014-2017
Table 14 Non-Store Retailing GBO Company Shares: % Value 2013-2017
Table 15 Non-Store Retailing GBN Brand Shares: % Value 2014-2017
Table 16 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2017-2022
Table 17 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2017-2022
Table 18 Forecast Sales in Store-Based Retailing by Channel: Value 2017-2022
Table 19 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2017-2022
Table 20 Forecast Store-Based Retailing Outlets by Channel: Units 2017-2022
Table 21 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2017-2022
Table 22 Forecast Sales in Non-Store Retailing by Channel: Value 2017-2022
Table 23 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 2 Research Sources

Direct Selling in Kenya

HEADLINES

PROSPECTS

Personal consumer interface with products bolsters direct selling

Internet retailing being adopted into direct selling

Consumer opportunity to negotiate price makes direct selling attractive

COMPETITIVE LANDSCAPE

E-commerce to drive sales

Modern grocery retailers impacts direct selling

CHANNEL DATA

Table 24 Direct Selling by Category: Value 2012-2017
Table 25 Direct Selling by Category: % Value Growth 2012-2017
Table 26 Direct Selling GBO Company Shares: % Value 2013-2017
Table 27 Direct Selling GBN Brand Shares: % Value 2014-2017
Table 28 Direct Selling Forecasts by Category: Value 2017-2022
Table 29 Direct Selling Forecasts by Category: % Value Growth 2017-2022

Internet Retailing in Kenya

HEADLINES

PROSPECTS

Cash on delivery payment fuels product purchases

Declining internet connectivity prices encourage internet retailing

Marketing by internet retailing firms educates Kenyan consumers

COMPETITIVE LANDSCAPE

Efficient delivery logistics influence repeat sales

Strategic partnerships by players to boost sales

CHANNEL DATA

Table 30 Internet Retailing by Category: Value 2012-2017
Table 31 Internet Retailing by Category: % Value Growth 2012-2017
Table 32 Internet Retailing GBO Company Shares: % Value 2013-2017
Table 33 Internet Retailing GBN Brand Shares: % Value 2014-2017
Table 34 Internet Retailing Forecasts by Category: Value 2017-2022
Table 35 Internet Retailing Forecasts by Category: % Value Growth 2017-2022

Mixed Retailers in Kenya

HEADLINES

PROSPECTS

Wide product variety appeals to consumers

Baby care products represent the main sales within variety stores

COMPETITIVE LANDSCAPE

Specialisation sets variety shops apart

Modern grocery retailers eat into sales share of mixed retailers

CHANNEL DATA

Table 36 Mixed Retailers: Value Sales, Outlets and Selling Space 2012-2017
Table 37 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 38 Sales in Mixed Retailers by Channel: Value 2012-2017
Table 39 Sales in Mixed Retailers by Channel: % Value Growth 2012-2017
Table 40 Mixed Retailers Outlets by Channel: Units 2012-2017
Table 41 Mixed Retailers Outlets by Channel: % Unit Growth 2012-2017
Table 42 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 43 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 44 Forecast Sales in Mixed Retailers by Channel: Value 2017-2022
Table 45 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2017-2022
Table 46 Forecast Mixed Retailers Outlets by Channel: Units 2017-2022
Table 47 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2017-2022

Mobile Internet Retailing in Kenya

HEADLINES

PROSPECTS

Mobile penetration continues to promote internet retailing

Internet retailers develop user-friendly applications to facilitate mobile internet retailing

Affordability of smartphones boosts mobile internet retailing

COMPETITIVE LANDSCAPE

Low computer penetration encourages mobile internet

CHANNEL DATA

Table 48 Mobile Internet Retailing: Value 2012-2017
Table 49 Mobile Internet Retailing: % Value Growth 2012-2017
Table 50 Mobile Internet Retailing Forecasts: Value 2017-2022
Table 51 Mobile Internet Retailing Forecasts: % Value Growth 2017-2022

Modern Grocery Retailers in Kenya

HEADLINES

PROSPECTS

Leading retailers face cash flow problems

Growing consumer preference for modern grocery retailing

Cost awareness leads to retailers offering bulk products and sales

COMPETITIVE LANDSCAPE

Smaller outlets as an expansion strategy for retailers

Strategic partnerships boost sales

Cannibalisation through price discounting

CHANNEL DATA

Table 52 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2012-2017
Table 53 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 54 Sales in Modern Grocery Retailers by Channel: Value 2012-2017
Table 55 Sales in Modern Grocery Retailers by Channel: % Value Growth 2012-2017
Table 56 Modern Grocery Retailers Outlets by Channel: Units 2012-2017
Table 57 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017
Table 58 Modern Grocery Retailers GBO Company Shares: % Value 2013-2017
Table 59 Modern Grocery Retailers GBN Brand Shares: % Value 2014-2017
Table 60 Modern Grocery Retailers LBN Brand Shares: Outlets 2014-2017
Table 61 Modern Grocery Retailers LBN Brand Shares: Selling Space 2014-2017
Table 62 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 63 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 64 Forecast Sales in Modern Grocery Retailers by Channel: Value 2017-2022
Table 65 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2017-2022
Table 66 Forecast Modern Grocery Retailers Outlets by Channel: Units 2017-2022
Table 67 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022

Non-Grocery Specialists in Kenya

HEADLINES

PROSPECTS

Players use internet retailing to boost sales

Growing competition from small and medium enterprises

Brand marketing growing in Kenya

COMPETITIVE LANDSCAPE

Rising competition from grocery retailers

The main products sold are international brands

Informal retailing remains a threat to non-grocery specialists

CHANNEL DATA

Table 68 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2012-2017
Table 69 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 70 Sales in Non-Grocery Specialists by Channel: Value 2012-2017
Table 71 Sales in Non-Grocery Specialists by Channel: % Value Growth 2012-2017
Table 72 Non-Grocery Specialists Outlets by Channel: Units 2012-2017
Table 73 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2012-2017
Table 74 Non-Grocery Specialists GBO Company Shares: % Value 2013-2017
Table 75 Non-Grocery Specialists GBN Brand Shares: % Value 2014-2017
Table 76 Non-Grocery Specialists LBN Brand Shares: Outlets 2014-2017
Table 77 Non-Grocery Specialists LBN Brand Shares: Selling Space 2014-2017
Table 78 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 79 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Forecast Sales in Non-Grocery Specialists by Channel: Value 2017-2022
Table 81 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2017-2022
Table 82 Forecast Non-Grocery Specialists Outlets by Channel: Units 2017-2022
Table 83 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2017-2022

Traditional Grocery Retailers in Kenya

HEADLINES

PROSPECTS

Low-income group is main booster of traditional grocery retailers in Kenya

Growing infrastructure development spurs growth

Self-employment continues to encourage development of traditional grocery retailers

COMPETITIVE LANDSCAPE

Personalised service sets traditional grocery retailers apart

Service differentiation to grow wallet share

CHANNEL DATA

Table 84 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2012-2017
Table 85 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 86 Sales in Traditional Grocery Retailers by Channel: Value 2012-2017
Table 87 Sales in Traditional Grocery Retailers by Channel: % Value Growth 2012-2017
Table 88 Traditional Grocery Retailers Outlets by Channel: Units 2012-2017
Table 89 Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017
Table 90 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 91 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 92 Forecast Sales in Traditional Grocery Retailers by Channel: Value 2017-2022
Table 93 Forecast Sales in Traditional Grocery Retailers by Channel: % Value Growth 2017-2022
Table 94 Forecast Traditional Grocery Retailers Outlets by Channel: Units 2017-2022
Table 95 Forecast Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Country Report

Retailing in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

Retailing in Kenya maintains strong growth in 2017

Informal sales remain relevant in Kenya

Modern retailers reduce selling space

International players continue to set up shop in Kenya in 2017

Strong growth expected over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Retailing in Kenya

EXECUTIVE SUMMARY

Retailing in Kenya maintains strong growth in 2017

Informal sales remain relevant in Kenya

Modern retailers reduce selling space

International players continue to set up shop in Kenya in 2017

Strong growth expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DEFINITIONS

SOURCES

Direct Selling in Kenya

HEADLINES

PROSPECTS

Personal consumer interface with products bolsters direct selling

Internet retailing being adopted into direct selling

Consumer opportunity to negotiate price makes direct selling attractive

COMPETITIVE LANDSCAPE

E-commerce to drive sales

Modern grocery retailers impacts direct selling

CHANNEL DATA

Internet Retailing in Kenya

HEADLINES

PROSPECTS

Cash on delivery payment fuels product purchases

Declining internet connectivity prices encourage internet retailing

Marketing by internet retailing firms educates Kenyan consumers

COMPETITIVE LANDSCAPE

Efficient delivery logistics influence repeat sales

Strategic partnerships by players to boost sales

CHANNEL DATA

Mixed Retailers in Kenya

HEADLINES

PROSPECTS

Wide product variety appeals to consumers

Baby care products represent the main sales within variety stores

COMPETITIVE LANDSCAPE

Specialisation sets variety shops apart

Modern grocery retailers eat into sales share of mixed retailers

CHANNEL DATA

Mobile Internet Retailing in Kenya

HEADLINES

PROSPECTS

Mobile penetration continues to promote internet retailing

Internet retailers develop user-friendly applications to facilitate mobile internet retailing

Affordability of smartphones boosts mobile internet retailing

COMPETITIVE LANDSCAPE

Low computer penetration encourages mobile internet

CHANNEL DATA

Modern Grocery Retailers in Kenya

HEADLINES

PROSPECTS

Leading retailers face cash flow problems

Growing consumer preference for modern grocery retailing

Cost awareness leads to retailers offering bulk products and sales

COMPETITIVE LANDSCAPE

Smaller outlets as an expansion strategy for retailers