Retailing in Kenya

Retailing in Kenya continued to grow in 2018, driven by increased mobile phone penetration as well as rising disposable incomes and consumer confidence. Notably, the sprouting up of shopping malls in the country has led to the opening of stores which mainly target mid- to high-income consumers, who are demanding more premium and sophisticated products. Furthermore, the retailing industry is also benefiting from the many young working class urban consumers, who are becoming aspirational due to th...

The Retailing in Kenya report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Non-Store Retailing, Store-based Retailing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Retailing market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the markets major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

It has over 40 years experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, It has a unique capability to develop reliable information resources to help drive informed strategic planning.
RETAILING IN KENYA
Euromonitor International
March 2019

LIST OF CONTENTS AND TABLES

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
Payments and Delivery
Emerging Business Models
Market Data
Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 3 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 5 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 7 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 15 Retailing GBO Company Shares: % Value 2014-2018
Table 16 Retailing GBN Brand Shares: % Value 2015-2018
Table 17 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 18 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 20 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Definitions
Sources
Summary 2 Research Sources
Headlines
Prospects
Supermarkets Expected To Drive Growth Over the Forecast Period
International Operators Seek To Gain Share From Local Retailers
Debts Lead To Store Closures for Nakumatt and Uchumi
Competitive Landscape
Hypermarkets To Pose Stiff Competition To Supermarkets
Local Players Face Competition From International Retailers
Forecourt Retailers Expanding Their Partnerships
Channel Data
Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 42 Sales in Modern Grocery Retailers by Channel: Value 2013-2018
Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2013-2018
Table 44 Modern Grocery Retailers Outlets by Channel: Units 2013-2018
Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2018-2023
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2018-2023
Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2018-2023
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
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 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 58 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 59 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Headlines
Prospects
Modern Grocery Retailers Providing More Competition for Apparel and Footwear Specialists
Apparel and Footwear Specialist Retailers Focusing on More Sophisticated Consumer Needs
Internet Retailing Increasingly Preferred by Well-connected Middle-class Householders
Competitive Environment
Bata Maintains Its Leading Position
More International Players Are Entering the Country
Opening of New Malls and Lower Rents To Drive Channel Growth
Channel Data
Table 60 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 61 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 62 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 63 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 64 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 65 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 66 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 67 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Headlines
Prospects
Internet Retailing of Health and Beauty Products Expected To Continue To Grow
New Shopping Malls Target Middle-income Consumers
Beauty Specialist Retailers Facing Competition From Pharmacies and Supermarkets
Competitive Landscape
International Players Using Local Celebrities and Pop-up Stores To Drive Sales
Number of Health and Beauty Specialist Stores Continues To Rise
Online Retailers Posing A Threat To Health and Beauty Specialists
Channel Data
Table 68 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 69 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 70 Sales in Health and Beauty Specialist Retailers by Channel: Value 2013-2018
Table 71 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2013-2018
Table 72 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 73 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 74 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 75 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 76 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 77 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 78 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2018-2023
Table 79 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2018-2023
Headlines
Prospects
Mixed Retailers Seen As Experts in Baby Care
Variety Stores the Only Channel Present
Variety Stores Expected To Face More Competition From Supermarkets and Hypermarkets
Competitive Landscape
Mixed Retailers Facing Competition From Internet Retailers
Specialist Retailers Also Posing Increasing Competition To Mixed Retailers
Increasing Mall Space Serves To Limit Footfall in Mixed Retailers
Channel Data
Table 80 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 81 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 82 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 83 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 84 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 85 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 86 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 87 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 89 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 90 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 91 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023
Headlines
Prospects
Companies Increasingly Using Youths To Directly Sell Their Products
Multinationals Using This Model To Test the Market
Beauty and Personal Care Products Drive Sales
Competitive Landscape
Consumers Still Prefer Physical Stores
Many Consumers Remain Sceptical About Direct Selling Due To Its Poor Reputation
Channel Data
Table 92 Direct Selling by Category: Value 2013-2018
Table 93 Direct Selling by Category: % Value Growth 2013-2018
Table 94 Direct Selling GBO Company Shares: % Value 2014-2018
Table 95 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 96 Direct Selling Forecasts by Category: Value 2018-2023
Table 97 Direct Selling Forecasts by Category: % Value Growth 2018-2023
Headlines
Prospects
Jumia Remains the Leading Internet Retailing Platform
Further Strong Potential for E-commerce in Kenya
Internet Retailing Set To Be Further Driven by Well-connected Young Urban Consumers
Competitive Landscape
Local Retailers Get Together To Offer Consumers Greater Value
Supermarkets Expected To Provide Stiff Competition
Olx Closes Its Kenyan Operations
Channel Data
Table 98 Internet Retailing by Category: Value 2013-2018
Table 99 Internet Retailing by Category: % Value Growth 2013-2018
Table 100 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 101 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 102 Internet Retailing Forecasts by Category: Value 2018-2023
Table 103 Internet Retailing Forecasts by Category: % Value Growth 2018-2023
Headlines
Prospects
Partnerships Between Mobile Phone Operators and Entrepreneurs To Drive Growth
On-the-go Lifestyles of Urban Consumers Support Sales
Channel Benefiting From the Availability of Affordable Smartphones
Competitive Landscape
Local Players Enter the Channel To Challenge Existing Online Retailers
Increasing Social Media Presence To Support Sales
Channel Data
Table 104 Mobile Internet Retailing: Value 2013-2018
Table 105 Mobile Internet Retailing: % Value Growth 2013-2018
Table 106 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 107 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023













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