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In 2020, the Kenyan tobacco market, and especially cigarettes, continues to be constrained by health concerns and high product costs that are lowering smoking prevalence and by a host of ongoing and new restrictions on marketing, import and sales of tobacco that impact the ability of habitual smokers to maintain their habit. Lockdowns and social distancing measures taken by the Kenyan government to prevent the spread of COVID-19 at the onset of the pandemic have not had a significant direct impact on the growth trajectory of tobacco products in the country.
On 27 March, in response to the threat of COVID-19, Kenya instituted a nationwide dusk-to-dawn curfew from 19.00hrs to 05.
In 2019, the Kenyan government increased the excise duty on cigarettes again, to the point that taxes constitute 35% of the retail price of a pack of 20. The overall decline in tobacco retail volume sales can be attributed to these price increases, as they have forced many Kenyan consumers, especially low-income ones, to either quit smoking cigarettes altogether or to reduce the number of sticks they smoke per day.
British American Tobacco (BAT) Kenya increased its dominance in cigarettes in 2019; besides its other strengths the company expanded its distribution through its own cigarette stalls and generated interest with its introduction of nicotine pouches over the year. BAT Kenya has manufacturing facilities in Nairobi and Thika, and the majority of its products are sold by retailers that are supplied by the company’s distributors.
Regardless of potential economic impacts on Kenya that may result from a pandemic-related global recession, smoking prevalence is expected to continue declining over the forecast period due to higher taxes and price increases, which will lead many smokers to quit or reduce the number of cigarettes they smoke in a day due to affordability issues, and to rising health concerns, as many smokers will continue to quit for fear of getting cancer, especially lung cancer. Government antismoking campaigns coupled with high taxes on tobacco products are expected to be the most effective tobacco control policies for improving the public health.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Tobacco 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 Tobacco industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Tobacco market research database.
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.