Executive Summary

Mar 2019
PROSPECTS
Informal markets continue to provide affordability

Informal markets in Kenya offer consumers both affordable prices and convenience. Traditional specialists, such as Zuchini for example, can be found in high-end malls, thus catering for middle- to high-income householders.

Supermarkets expected to pose increasing competition

Supermarkets in the country have managed to penetrate the consumer market for processed foods faster than that for fresh fruits and vegetables. This is because supermarkets sell processed food at cheaper prices than traditional retailers.

Middle-class consumers expected to increasingly opt for supermarkets

Young consumers in urban areas have busy schedules and so want to get their grocery shopping done as quickly and easily as possible. Supermarket operators are thus changing their store formats to offer goods which were previously only available in traditional retailers and at affordable prices, for example fresh fruits and vegetables.

COMPETITIVE LANDSCAPE
Channel facing competition from modern grocery retailers

The changing landscape in Kenya has led to the sprouting up of supermarkets and hypermarkets, which are offering the same goods as traditional retailers, and more. Furthermore, these outlets offer good quality products and branded items, sometimes at better prices than bulk purchases in traditional retailers.

International companies continue to expand

International players, encouraged by Kenya’s growing shopping culture and the emergence of high-end shopping malls, are expected to continue to enter the country, which currently is mainly dominated by family-owned businesses such as Tuskys and Naivas. These international players are launching banners which will directly compete with traditional retailers such as Zuchini.

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

Traditional retailers have an advantage over supermarkets in that they usually have shorter queues, a wider variety of produce and a greater focus on consistent supply, and are located in shopping centres where supermarkets also have a presence. In addition, they stock a mix of fruits and vegetables sourced both locally and internationally, which appeals to aspirational middle-class consumers who are willing to try out new foods.

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth in the  Traditional Grocery Retailers 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 Traditional Grocery Retailers industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Traditional Grocery Retailers in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as: 

  • How are Traditional Grocery Retailers performing in Kenya?
  • How are current trends influencing consumers buying decisions?
  • Are independent and family run stores coming under pressure 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 

Retailing market research database

Traditional Grocery Retailers in Kenya - Category analysis

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 1 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 2 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 3 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 4 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Retailing in Kenya - Industry Overview

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 5 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 6 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 7 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 8 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 9 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 10 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 11 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 12 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 13 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 14 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 15 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 16 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 17 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 18 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 19 Retailing GBO Company Shares: % Value 2014-2018
Table 20 Retailing GBN Brand Shares: % Value 2015-2018
Table 21 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 22 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 23 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 24 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 25 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 26 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 27 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 28 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 29 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 30 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 31 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 32 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 33 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 34 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 35 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 36 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 37 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 38 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 39 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 40 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 41 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 42 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 43 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources