Direct selling retail current value sales exhibited a steep decline during 2020 in response to the COVID-19 pandemic. Restrictions on movement, most notably a dusk-to-dawn curfew in the major cities, made it difficult for salespeople to move around, while a fear of contagion left many consumers reluctant to open their doors to them, even after these restrictions were eased. Nonetheless, the channel continued on the path to recovery in 2022, having seen a return to growth in 2021.
The analyst's Direct Selling 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.
Data Coverage
Market Sizes(historic and forecasts), company shares, brand shares and distribution data.
The analyst's Direct Selling 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:
Appliances and Electronics Direct Selling, Drinks and Tobacco Direct Selling, Fashion Direct Selling, Foods Direct Selling, Health and Beauty Direct Selling, Home Products Direct Selling, Other Products Direct Selling.Data Coverage
Market Sizes(historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Direct Selling 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
DIRECT SELLING IN KENYAKEY DATA FINDINGS
2022 DEVELOPMENTS
- Direct selling remains under pressure as consumers are forced to economise
- Kenya leading the way in direct selling in East Africa
- E-commerce cannibalising direct selling sales
- Moderate growth projected for direct selling
- Negative image problem needs addressing to achieve stronger growth
- Direct selling still seen to have potential
- Table 1 Direct Selling by Product: Value 2017-2022
- Table 2 Direct Selling by Product: % Value Growth 2017-2022
- Table 3 Direct Selling GBO Company Shares: % Value 2018-2022
- Table 4 Direct Selling GBN Brand Shares: % Value 2019-2022
- Table 5 Direct Selling Forecasts by Product: Value 2022-2027
- Table 6 Direct Selling Forecasts by Product: % Value Growth 2022-2027
EXECUTIVE SUMMARY
- Retail in 2022: The big picture
- Informal retail
- What next for retail?
- Table 7 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
- Table 8 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
- Table 9 Sales in Retail Offline by Channel: Value 2017-2022
- Table 10 Sales in Retail Offline by Channel: % Value Growth 2017-2022
- Table 11 Retail Offline Outlets by Channel: Units 2017-2022
- Table 12 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
- Table 13 Retail GBO Company Shares: % Value 2018-2022
- Table 14 Retail GBN Brand Shares: % Value 2019-2022
- Table 15 Retail Offline GBO Company Shares: % Value 2018-2022
- Table 16 Retail Offline GBN Brand Shares: % Value 2019-2022
- Table 17 Retail Offline LBN Brand Shares: Outlets 2019-2022
- Table 18 Retail E-Commerce GBO Company Shares: % Value 2018-2022
- Table 19 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
- Table 20 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
- Table 21 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
- Table 22 Forecast Sales in Retail Offline by Channel: Value 2022-2027
- Table 23 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
- Table 24 Forecast Retail Offline Outlets by Channel: Units 2022-2027
- Table 25 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
SOURCES
- Summary 1 Research Sources
