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Country Report

Tobacco in

Tobacco in Kenya

33 pages, Jul 2018

US$2,100

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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!

Tobacco records current value growth in 2017

Despite increased regulations, stock-outs and a sustained anti-smoking campaign by civil groups, tobacco in Kenya continued to record strong current value growth in 2017. Growth was due to higher product prices, as well as an aspirational middle class with more disposable income focusing on products such as premium cigarettes and cigars.

Low volume growth due to increased regulation

Tobacco products in general registered low retail volume growth in 2017, attributable to Tobacco Control Regulations that require a 2% levy on the value of manufactured or imported tobacco products that is then assigned to the Tobacco Control Fund. This meant that the burden of the levy was partially transferred to consumers, and this resulted in higher prices hence less affordability.

British American Tobacco maintains its leadership

The international company, British American Tobacco, maintained its position as the leading player in tobacco through its local subsidiary in 2017. This was mainly because the group has a strong combined portfolio that has brand heritage, which has been developed through a long-term presence in Kenyan tobacco sales, hence driving value and volume growth.

Traditional retailers continue to lead within tobacco

Traditional retail outlets, specifically street vendors and independent small grocers, remained the main distribution channels for tobacco in Kenya in 2017; however, most retailers, especially street vendors and independent small grocers, continued to sell single sticks of cigarettes despite this being illegal. These distribution outlets remained popular due to their prevalence in both urban and rural areas, ensuring these products are widely available and competitively priced.

Retail volume decline expected over the forecast period

Over the forecast period, price increases are expected due to government actions through the Tobacco Control Act 2007 (Revised Edition 2012), which regulates the smoking of pipes, cigarettes and cigars in public, as well as controlling advertising. The Tobacco Control Regulation, 2014, requires cigarette makers to put graphic health warnings on packs, no sales of cigarettes as single sticks and smoking allowed only in public smoking zones.

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Tobacco Sample Report Tobacco Sample Data

Overview

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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.

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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.

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

The Tobacco in Kenya market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Tobacco in Kenya?
What are the major brands in Kenya?
Which sector of the tobacco products market is the largest by value sales in Kenya?
Which sector of the tobacco products market has been growing the fastest, by volume and value, in Kenya?
Which sector is the most heavily taxed in Kenya?
Which companies dominate in the total tobacco market in Kenya in terms of market share?
What is the distribution channel split for the tobacco products market in Kenya?

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 Tobacco market research database.

Want to find out more about this report?

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Tobacco in Kenya

EXECUTIVE SUMMARY

Tobacco records current value growth in 2017

Low volume growth due to increased regulation

British American Tobacco maintains its leadership

Traditional retailers continue to lead within tobacco

Retail volume decline expected over the forecast period

OPERATING ENVIRONMENT

Legislation

Summary 1 Legislation Summary at a Glance

Minimum legal smoking age

Smoking prevalence

Tar levels

Health warnings

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Smoking in public places

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Electronic cigarettes

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 1 Number of Adult Smokers by Gender 2012-2017

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2012-2017
Table 3 Sales of Tobacco by Category: Value 2012-2017
Table 4 Sales of Tobacco by Category: % Volume Growth 2012-2017
Table 5 Sales of Tobacco by Category: % Value Growth 2012-2017
Table 6 Forecast Sales of Tobacco by Category: Volume 2017-2022
Table 7 Forecast Sales of Tobacco by Category: Value 2017-2022
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2017-2022
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 2 Research Sources

Cigarettes in Kenya

HEADLINES

PROSPECTS

Higher taxes expected to affect consumption

Brands to focus on developing premium-tier cigarettes

Introduction of more-stringent verification expected to control illicit trade

COMPETITIVE LANDSCAPE

Illicit trade still prevalent

Manufacturers continue to be at loggerheads with the government

Middle class to drive volume sales over the forecast period

TAXATION AND PRICING

Taxation rates

Table 10 Taxation and Duty Levies 2012-2017

Average cigarette pack price breakdown

Summary 3 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 11 Sales of Cigarettes: Volume 2012-2017
Table 12 Sales of Cigarettes by Category: Value 2012-2017
Table 13 Sales of Cigarettes: % Volume Growth 2012-2017
Table 14 Sales of Cigarettes by Category: % Value Growth 2012-2017
Table 15 Sales of Cigarettes by Tar Level: % Volume Breakdown 2012-2017
Table 16 Sales of Cigarettes by Price Band: % Volume Breakdown 2012-2017
Table 17 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume Breakdown 2012-2017
Table 18 Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2012-2017
Table 19 Sales of Filtered Cigarettes by Carbon vs Non-carbon: % Volume 2012-2017
Table 20 Sales of Cigarettes by Length: % Volume 2012-2017
Table 21 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2012-2017
Table 22 Sales of Cigarettes by Pack Size: % Volume 2012-2017
Table 23 NBO Company Shares of Cigarettes: % Volume 2013-2017
Table 24 LBN Brand Shares of Cigarettes: % Volume 2014-2017
Table 25 Sales of Cigarettes by Distribution Format: % Volume 2012-2017
Table 26 Production, Imports and Exports of Cigarettes: Total Volume 2012-2017
Table 27 Illicit Trade Estimate of Cigarettes: Volume 2012-2017
Table 28 Forecast Sales of Cigarettes: Volume 2017-2022
Table 29 Forecast Sales of Cigarettes by Category: Value 2017-2022
Table 30 Forecast Sales of Cigarettes: % Volume Growth 2017-2022
Table 31 Forecast Sales of Cigarettes by Category: % Value Growth 2017-2022
Table 32 Forecast Sales of Cigarettes by Tar Level: % Volume 2017-2022
Table 33 Forecast Sales of Cigarettes by Price Band: % Volume Breakdown 2017-2022
Table 34 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume Breakdown 2017-2022
Table 35 Forecast Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2017-2022
Table 36 Forecast Sales of Filtered Cigarettes by Carbon vs Non-carbon: % Volume 2017-2022
Table 37 Forecast Sales of Cigarettes by Length: % Volume 2017-2022
Table 38 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2017-2022
Table 39 Forecast Sales of Cigarettes by Pack Size: % Volume 2017-2022

Cigars, Cigarillos and Smoking Tobacco in Kenya

HEADLINES

PROSPECTS

Brands create awareness through their social media pages

Region still dependent on imports from South America

Increasing number of cigar and cigarillo outlets expected

COMPETITIVE LANDSCAPE

Males from the middle and upper classes drive sales

Exclusive shops to cater to growing demand

Cigar lounges expected to increase awareness

CATEGORY DATA

Table 40 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2012-2017
Table 41 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2012-2017
Table 42 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2012-2017
Table 43 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2012-2017
Table 44 Sales of Cigars by Size: % Volume 2012-2017
Table 45 NBO Company Shares of Cigars and Cigarillos: % Volume 2013-2017
Table 46 LBN Brand Shares of Cigars and Cigarillos: % Volume 2014-2017
Table 47 NBO Company Shares of Cigars: % Volume 2013-2017
Table 48 LBN Brand Shares of Cigars: % Volume 2014-2017
Table 49 NBO Company Shares of Cigarillos: % Volume 2013-2017
Table 50 LBN Brand Shares of Cigarillos: % Volume 2014-2017
Table 51 Distribution of Cigars and Cigarillos by Format: % Volume 2012-2017
Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2017-2022
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2017-2022
Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2017-2022
Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2017-2022

Megatrends

Country Report

Tobacco in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

Tobacco records current value growth in 2017

Low volume growth due to increased regulation

British American Tobacco maintains its leadership

Traditional retailers continue to lead within tobacco

Retail volume decline expected over the forecast period

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tobacco in Kenya

EXECUTIVE SUMMARY

Tobacco records current value growth in 2017

Low volume growth due to increased regulation

British American Tobacco maintains its leadership

Traditional retailers continue to lead within tobacco

Retail volume decline expected over the forecast period

OPERATING ENVIRONMENT

Legislation

Minimum legal smoking age

Smoking prevalence

Tar levels

Health warnings

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Smoking in public places

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Electronic cigarettes

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Cigarettes in Kenya

HEADLINES

PROSPECTS

Higher taxes expected to affect consumption

Brands to focus on developing premium-tier cigarettes

Introduction of more-stringent verification expected to control illicit trade

COMPETITIVE LANDSCAPE

Illicit trade still prevalent

Manufacturers continue to be at loggerheads with the government

Middle class to drive volume sales over the forecast period

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Kenya

HEADLINES

PROSPECTS

Brands create awareness through their social media pages

Region still dependent on imports from South America

Increasing number of cigar and cigarillo outlets expected

COMPETITIVE LANDSCAPE

Males from the middle and upper classes drive sales

Exclusive shops to cater to growing demand

Cigar lounges expected to increase awareness

CATEGORY DATA

Smokeless Tobacco and Vapour Products in Kenya

PROSPECTS

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