In 2022, the tobacco landscape in Kenya was shaped by ongoing inflation, rising price points and increasing health awareness. As such, premium cigarette brands continued to note a decline in sales, attributed to limited consumer budgets in the face of high inflation and rising cigarette price points.
Growing e-cigarette use has made it more difficult for Kenya to manage tobacco use, necessitating robust restrictions on e-cigarettes and other tobacco replacements. Due to the introduction of new cigarette products, tobacco usage among women and younger adult consumers of legal smoking age, has increased in Kenya.
Kenya's tobacco industry is dominated by two companies; British American Tobacco (BAT) and Mastermind Tobacco. In 2022, there were no new entrants to the landscape, with British American Tobacco remaining the top player in Kenya.
Traditional retailers (small local grocers) account for the majority of the sales of tobacco products, especially in the current year, where due to inflation, consumers have downscaled to purchasing sticks as opposed to packs. Traditional retailers, including kiosks, also stock economy brands, which appeal to consumers during the harsh economic times.
Although e-cigarettes are gaining traction in Kenya, the product is mainly demanded by younger adult consumers in the middle class, who account for the majority of the sales. Among older consumers, there is increasing demand for nicotine replacement products, as these groups of consumers increasingly seek to reduce tobacco intake or quit smoking due to rising health concerns.
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Understand the latest market trends and future growth opportunities for the Tobacco industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Tobacco industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Tobacco
Passport Tobacco covers the seven major tobacco categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.
See All of Our DefinitionsThis report originates from Passport, our Tobacco research and analysis database.
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