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Country Report

Tobacco in

Tobacco in Kenya

Jul 2019

US$2,100

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Executive Summary

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Tax hikes hurt tobacco sales despite healthy economic growth

Kenya is one of the best performing economies in Sub-Saharan Africa with its GDP growing by 6.1% in 2018, while private remittances grew by 7.

Illicit trade remains a challenge despite government efforts to curb the problem

The war on illicit trade tobacco continued in Kenya in 2018 with illegal importers targeting low income groups who consume economy brands. Some of the most affected regions include Nairobi, Coast and Eastern provinces.

Local manufacturing and strong distribution helps British American Tobacco maintain its dominance

British American Tobacco Kenya Ltd increased its dominance in cigarettes in 2018. The company 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.

Distribution landscape slowly changing as modern grocery retailers expand

Street vendors, independent small grocers, non-grocery specialists and supermarkets remained the main distribution channels for tobacco in Kenya in 2018. Many street vendors and independent small grocers continued to sell single sticks of cigarettes despite this being illegal, with this practice being particularly popular among lower-income consumers.

Growth expected despite efforts to curb smoking

Although smoking prevalence is projected to continue its gradual decline over the forecast period the adult smoking population is expected to rise, with Kenya continuing to experience rapid population growth. Further significant price rises are expected on tobacco, especially for cigarettes, with the government focused on using taxes to reduce consumption.

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Tobacco Sample Report Tobacco 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.

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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.

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Tobacco in Kenya

EXECUTIVE SUMMARY

Tax hikes hurt tobacco sales despite healthy economic growth

Illicit trade remains a challenge despite government efforts to curb the problem

Local manufacturing and strong distribution helps British American Tobacco maintain its dominance

Distribution landscape slowly changing as modern grocery retailers expand

Growth expected despite efforts to curb smoking

OPERATING ENVIRONMENT

Legislation

Legislative overview
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

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 1 Number of Adult Smokers by Gender 2013-2018

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2013-2018
Table 3 Sales of Tobacco by Category: Value 2013-2018
Table 4 Sales of Tobacco by Category: % Volume Growth 2013-2018
Table 5 Sales of Tobacco by Category: % Value Growth 2013-2018
Table 6 Forecast Sales of Tobacco by Category: Volume 2018-2023
Table 7 Forecast Sales of Tobacco by Category: Value 2018-2023
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2018-2023

SOURCES

Summary 2 Research Sources

Cigarettes in Kenya

HEADLINES

PROSPECTS

Health awareness helping to reduce smoking among younger adults

Price rises take their toll on sales of cigarettes

Illicit trade remains a problem despite positive steps

COMPETITIVE LANDSCAPE

British American Tobacco looks to its mid-priced and premium products to retain stronghold

Tougher regulations on the horizon despite objections

Philip Morris in talks to purchase controlling share in Mastermind

TAXATION AND PRICING

Taxation rates

Summary 3 Taxation and Duty Levies 2013-2018

Average cigarette pack price breakdown

Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 10 Sales of Cigarettes: Volume 2013-2018
Table 11 Sales of Cigarettes by Category: Value 2013-2018
Table 12 Sales of Cigarettes: % Volume Growth 2013-2018
Table 13 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 14 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 17 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 18 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 19 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 20 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 21 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 22 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 23 Forecast Sales of Cigarettes: Volume 2018-2023
Table 24 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 25 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

Cigars, Cigarillos and Smoking Tobacco in Kenya

HEADLINES

PROSPECTS

Cigars and cigarillos benefiting from the country’s expanding middle class

Consumers turn to Cubans when looking to smoke

Cigars and cigarillos as an alternative to other products

COMPETITIVE LANDSCAPE

New retail opportunities helping to expand reach of cigars

Availability key to success in cigars in Kenya

Supply issues could present problems over the forecast period

CATEGORY DATA

Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2013-2018
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2013-2018
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2013-2018
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2013-2018
Table 36 Sales of Cigars by Size: % Volume 2013-2018
Table 37 Sales of Cigarillos by Price Platform 2013-2018
Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2014-2018
Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2015-2018
Table 40 NBO Company Shares of Cigars: % Volume 2014-2018
Table 41 LBN Brand Shares of Cigars: % Volume 2015-2018
Table 42 NBO Company Shares of Cigarillos: % Volume 2014-2018
Table 43 LBN Brand Shares of Cigarillos: % Volume 2015-2018
Table 44 Distribution of Cigars and Cigarillos by Format: % Volume 2013-2018
Table 45 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2018-2023
Table 46 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2018-2023
Table 47 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2018-2023
Table 48 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2018-2023

Megatrends

Country Report

Tobacco in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

Tax hikes hurt tobacco sales despite healthy economic growth

Illicit trade remains a challenge despite government efforts to curb the problem

Local manufacturing and strong distribution helps British American Tobacco maintain its dominance

Distribution landscape slowly changing as modern grocery retailers expand

Growth expected despite efforts to curb smoking

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Tobacco in Kenya

EXECUTIVE SUMMARY

Tax hikes hurt tobacco sales despite healthy economic growth

Illicit trade remains a challenge despite government efforts to curb the problem

Local manufacturing and strong distribution helps British American Tobacco maintain its dominance

Distribution landscape slowly changing as modern grocery retailers expand

Growth expected despite efforts to curb smoking

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

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

SOURCES

Cigarettes in Kenya

HEADLINES

PROSPECTS

Health awareness helping to reduce smoking among younger adults

Price rises take their toll on sales of cigarettes

Illicit trade remains a problem despite positive steps

COMPETITIVE LANDSCAPE

British American Tobacco looks to its mid-priced and premium products to retain stronghold

Tougher regulations on the horizon despite objections

Philip Morris in talks to purchase controlling share in Mastermind

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Kenya

HEADLINES

PROSPECTS

Cigars and cigarillos benefiting from the country’s expanding middle class

Consumers turn to Cubans when looking to smoke

Cigars and cigarillos as an alternative to other products

COMPETITIVE LANDSCAPE

New retail opportunities helping to expand reach of cigars

Availability key to success in cigars in Kenya

Supply issues could present problems over the forecast period

CATEGORY DATA

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Kenya

PROSPECTS

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