Retailing in Kenya

Retailing in Kenya

EXECUTIVE SUMMARY

Retailing in Kenya continues to grow

Informal sales remain significant in Kenya

Cash-strapped Nakumatt goes into administration while Uchumi closes stores

International players pose stiff competition to local retailers in 2018

Moderate growth expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type

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 2013-2018
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 3 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 5 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 7 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 15 Retailing GBO Company Shares: % Value 2014-2018
Table 16 Retailing GBN Brand Shares: % Value 2015-2018
Table 17 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 18 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 20 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Apparel and Footwear Specialist Retailers in Kenya

HEADLINES

PROSPECTS

Modern grocery retailers providing more competition for apparel and footwear specialists

Apparel and footwear specialist retailers focusing on more sophisticated consumer needs

Internet retailing increasingly preferred by well-connected middle-class householders

COMPETITIVE ENVIRONMENT

Bata maintains its leading position

More international players are entering the country

Opening of new malls and lower rents to drive channel growth

CHANNEL DATA

Table 40 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 41 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 42 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 43 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 44 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 45 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 46 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 47 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Direct Selling in Kenya

HEADLINES

PROSPECTS

Companies increasingly using youths to directly sell their products

Multinationals using this model to test the market

Beauty and personal care products drive sales

COMPETITIVE LANDSCAPE

Consumers still prefer physical stores

Many consumers remain sceptical about direct selling due to its poor reputation

CHANNEL DATA

Table 48 Direct Selling by Category: Value 2013-2018
Table 49 Direct Selling by Category: % Value Growth 2013-2018
Table 50 Direct Selling GBO Company Shares: % Value 2014-2018
Table 51 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 52 Direct Selling Forecasts by Category: Value 2018-2023
Table 53 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Health and Beauty Specialist Retailers in Kenya

HEADLINES

PROSPECTS

Internet retailing of health and beauty products expected to continue to grow

New shopping malls target middle-income consumers

Beauty specialist retailers facing competition from pharmacies and supermarkets

COMPETITIVE LANDSCAPE

International players using local celebrities and pop-up stores to drive sales

Number of health and beauty specialist stores continues to rise

Online retailers posing a threat to health and beauty specialists

CHANNEL DATA

Table 54 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 55 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 56 Sales in Health and Beauty Specialist Retailers by Channel: Value 2013-2018
Table 57 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2013-2018
Table 58 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 59 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 60 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 61 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 62 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 63 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 64 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2018-2023
Table 65 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2018-2023

Internet Retailing in Kenya

HEADLINES

PROSPECTS

Jumia remains the leading internet retailing platform

Further strong potential for e-commerce in Kenya

Internet retailing set to be further driven by well-connected young urban consumers

COMPETITIVE LANDSCAPE

Local retailers get together to offer consumers greater value

Supermarkets expected to provide stiff competition

OLX closes its Kenyan operations

CHANNEL DATA

Table 66 Internet Retailing by Category: Value 2013-2018
Table 67 Internet Retailing by Category: % Value Growth 2013-2018
Table 68 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 69 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 70 Internet Retailing Forecasts by Category: Value 2018-2023
Table 71 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Mixed Retailers in Kenya

HEADLINES

PROSPECTS

Mixed retailers seen as experts in baby care

Variety stores the only channel present

Variety stores expected to face more competition from supermarkets and hypermarkets

COMPETITIVE LANDSCAPE

Mixed retailers facing competition from internet retailers

Specialist retailers also posing increasing competition to mixed retailers

Increasing mall space serves to limit footfall in mixed retailers

CHANNEL DATA

Table 72 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 73 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 74 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 75 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 76 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 77 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 78 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 79 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 80 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 81 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 82 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 83 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

Mobile Internet Retailing in Kenya

HEADLINES

PROSPECTS

Partnerships between mobile phone operators and entrepreneurs to drive growth

On-the-go lifestyles of urban consumers support sales

Channel benefiting from the availability of affordable smartphones

COMPETITIVE LANDSCAPE

Local players enter the channel to challenge existing online retailers

Increasing social media presence to support sales

CHANNEL DATA

Table 84 Mobile Internet Retailing: Value 2013-2018
Table 85 Mobile Internet Retailing: % Value Growth 2013-2018
Table 86 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 87 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Modern Grocery Retailers in Kenya

HEADLINES

PROSPECTS

Supermarkets expected to drive growth over the forecast period

International operators seek to gain share from local retailers

Debts lead to store closures for Nakumatt and Uchumi

COMPETITIVE LANDSCAPE

Hypermarkets to pose stiff competition to supermarkets

Local players face competition from international retailers

Forecourt retailers expanding their partnerships

CHANNEL DATA

Table 88 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 89 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 90 Sales in Modern Grocery Retailers by Channel: Value 2013-2018
Table 91 Sales in Modern Grocery Retailers by Channel: % Value Growth 2013-2018
Table 92 Modern Grocery Retailers Outlets by Channel: Units 2013-2018
Table 93 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 94 Modern Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 95 Modern Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 96 Modern Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 97 Modern Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 98 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 99 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 100 Forecast Sales in Modern Grocery Retailers by Channel: Value 2018-2023
Table 101 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2018-2023
Table 102 Forecast Modern Grocery Retailers Outlets by Channel: Units 2018-2023
Table 103 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

Traditional Grocery Retailers in Kenya

HEADLINES

PROSPECTS

Informal markets continue to provide affordability

Supermarkets expected to pose increasing competition

Middle-class consumers expected to increasingly opt for supermarkets

COMPETITIVE LANDSCAPE

Channel facing competition from modern grocery retailers

International companies continue to expand

Traditional retailers expected to continue to appeal to older middle-income consumers

CHANNEL DATA

Table 104 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 106 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 107 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

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