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Lockdown measures and restrictions on movement disrupted economic activity in Kenya during 2020, resulting in increased unemployment and a reduction in the disposable income of many households. This led many consumers to reduce their discretionary spending. The sales of grocery retailers fell, as many consumers cut back on non-essential purchases. However, modern grocery retailers were harder hit than their traditional counterparts: The latter tend to be located closer to where consumers live, s...
Euromonitor International's 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 market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on retailing
COVID-19 country impact
Modern grocery retailers increasingly prominent, as leading players expand their networks
Retailers partner with delivery services
What next for retailing?
OPERATING ENVIRONMENT
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2019Physical retail landscape
Cash and carry
Seasonality
Back to school
Christmas
Payments and delivery
Emerging business models
MARKET DATA
Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020 Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020 Table 3 Sales in Store-Based Retailing by Channel: Value 2015-2020 Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020 Table 5 Store-Based Retailing Outlets by Channel: Units 2015-2020 Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020 Table 7 Sales in Non-Store Retailing by Channel: Value 2015-2020 Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020 Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020 Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 11 Sales in Non-Grocery Specialists by Channel: Value 2015-2020 Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020 Table 13 Non-Grocery Specialists Outlets by Channel: Units 2015-2020 Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020 Table 15 Retailing GBO Company Shares: % Value 2016-2020 Table 16 Retailing GBN Brand Shares: % Value 2017-2020 Table 17 Store-based Retailing GBO Company Shares: % Value 2016-2020 Table 18 Store-based Retailing GBN Brand Shares: % Value 2017-2020 Table 19 Store-based Retailing LBN Brand Shares: Outlets 2017-2020 Table 20 Non-Store Retailing GBO Company Shares: % Value 2016-2020 Table 21 Non-Store Retailing GBN Brand Shares: % Value 2017-2020 Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020 Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020 Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020 Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020 Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025 Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025 Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025 Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025 Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025 Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025 Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025 Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025 Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025 Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025 Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025 Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 2 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Modern grocery retailers hard hit by pandemic, as many consumers shop closer to home
Naivas Ltd eclipses the struggling Tusker Mattresses Ltd
Some players seek to make paying for shopping quicker, more convenient and more hygienic
RECOVERY AND OPPORTUNITIES
Hypermarkets and convenience stores will be at forefront of recovery in retail current value sales
Store networks will continue to expand
Boosted by the pandemic, e-commerce will continue to grow in prominence
CHANNEL DATA
Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 42 Sales in Modern Grocery Retailers by Channel: Value 2015-2020 Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2015-2020 Table 44 Modern Grocery Retailers Outlets by Channel: Units 2015-2020 Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2020-2025 Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2020-2025 Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2020-2025 Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Neighbourhood locations partially insulate some traditional grocery retailers from the pandemic's economic shock
Facing increased competition from convenience stores, traditional grocery retailers seek greater efficiencies and to broaden their offer to consumers
Fear of contagion spurs growth in cashless payments
RECOVERY AND OPPORTUNITIES
Post-pandemic recovery will drive growth in retail current volume sales, particularly for traditional retailers in urban centres and close to transportation hubs
The competitive threat posed by modern grocery retailers will intensify
E-commerce provides a growth opportunity for traditional grocery retailers
CHANNEL DATA
Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 58 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 59 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Hard-pressed consumers mend and make do
School closures reduce demand for children's shoes
Retailers cut prices in an effort to lure back cautious consumers
RECOVERY AND OPPORTUNITIES
School reopening and economic recovery will boost demand
E-commerce will help international brands to reach middle-income consumers
Government reprieve for second-hand clothing and footwear a blow for apparel and footwear specialist retailers
CHANNEL DATA
Table 60 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 61 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 62 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 63 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 64 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 65 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 66 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 67 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Heightened consumer interest in health and wellness keeps retail current value sales growing in a hostile economic environment
Demand for beauty products particularly hard hit by economic shock
Fewer prescriptions leads to reduced footfall
RECOVERY AND OPPORTUNITIES
Retail current value sales growth will accelerate, with demand for cosmetics likely to be particularly strong
As local consumers become more comfortable shopping online, health and beauty specialist retailers will pay more attention to e-commerce
Tighter regulation could slow growth in store numbers
CHANNEL DATA
Table 68 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 69 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 70 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020 Table 71 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020 Table 72 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 73 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 74 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 75 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 76 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 77 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 78 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025 Table 79 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Pandemic brings a temporary end to window shopping and bargain hunting
The opening of a fourth store boosts Massmart Holdings Ltd., masking a broad decline in demand due to the economic shock of the pandemic
Demand for big-ticket items particularly hard hit
RECOVERY AND OPPORTUNITIES
Post-pandemic economic recovery will boost demand, but Massmart Holdings Ltd's expansion plans will be crucial
Hypermarkets to pose a growing competitive threat
Mixed retailers will have to up their e-commerce game
CHANNEL DATA
Table 80 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 81 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 82 Sales in Mixed Retailers by Channel: Value 2015-2020 Table 83 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020 Table 84 Mixed Retailers Outlets by Channel: Units 2015-2020 Table 85 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 86 Mixed Retailers GBO Company Shares: % Value 2016-2020 Table 87 Mixed Retailers GBN Brand Shares: % Value 2017-2020 Table 88 Mixed Retailers LBN Brand Shares: Outlets 2017-2020 Table 89 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020 Table 90 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 91 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 92 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025 Table 93 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025 Table 94 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025 Table 95 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 hits direct sales particularly hard, due to restrictions on movement and lingering contagion fears
International players hit by supply disruptions
Demand for leader NeoLife International Ltd's dietary supplements supported by increased consumer interest in preventative healthcare
RECOVERY AND OPPORTUNITIES
Post-pandemic economic recovery will drive rebound in retail current value sales
Social media will continue to grow in importance for direct sellers, blurring the line with e-commerce
Negative image of direct selling will continue to retard demand growth
CHANNEL DATA
Table 96 Direct Selling by Category: Value 2015-2020 Table 97 Direct Selling by Category: % Value Growth 2015-2020 Table 98 Direct Selling GBO Company Shares: % Value 2016-2020 Table 99 Direct Selling GBN Brand Shares: % Value 2017-2020 Table 100 Direct Selling Forecasts by Category: Value 2020-2025 Table 101 Direct Selling Forecasts by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Locked-down consumers shop online in growing numbers
Reduced delivery fees buoy demand
Pick-up points alleviate last-mile issue
RECOVERY AND OPPORTUNITIES
Post-pandemic economic rebound, lower delivery fees and more affordable internet access will support strong growth in demand for e-commerce
Digital Service Tax unlikely to significantly impact e-commerce demand
New entrants will put pressure on leader Jumia Technologies AG
CHANNEL DATA
Table 102 E-Commerce by Channel and Category: Value 2015-2020 Table 103 E-Commerce by Channel and Category: % Value Growth 2015-2020 Table 104 E-Commerce GBO Company Shares: % Value 2016-2020 Table 105 E-Commerce GBN Brand Shares: % Value 2017-2020 Table 106 Forecast E-Commerce by Channel and Category: Value 2020-2025 Table 107 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Jumia Technologies AG partners with Airtel Money, but M-Pesa remains dominant in mobile money
For many Kenyans, the mobile internet is the internet
Cash on delivery remains the norm, but the government wants to change this
RECOVERY AND OPPORTUNITIES
Post-pandemic economic rebound will help to drive growth in mobile payments
Rising rate of smartphone penetration will continue to drive growth, while tax app will help to build trust in mobile payments
Cash will not be king forever
CHANNEL DATA
Table 108 Mobile E-Commerce: Value 2015-2020 Table 109 Mobile E-Commerce: % Value Growth 2015-2020 Table 110 Mobile E-Commerce Forecasts: Value 2020-2025 Table 111 Mobile E-Commerce Forecasts: % Value Growth 2020-2025