Retail in Kenya continued to expand in 2022, with new stores opening while there was increased footfall at brick and mortar stores. However, not all modern retailers are finding success in Kenya, with some players being forced to exit the market. Players such as Shoprite, Choppies, and Builders cited the weak economy, amongst other factors for their reasons for exiting the market.
The analyst's Retail 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 Retail 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:
Retail E-Commerce, Retail Offline.Data Coverage
Market Sizes(historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Retail 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
RETAIL IN KENYAEXECUTIVE SUMMARY
- Retail in 2022: The big picture
- Informal retail
- What next for retail?
- Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
- Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
- Table 3 Sales in Retail Offline by Channel: Value 2017-2022
- Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
- Table 5 Retail Offline Outlets by Channel: Units 2017-2022
- Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
- Table 7 Retail GBO Company Shares: % Value 2018-2022
- Table 8 Retail GBN Brand Shares: % Value 2019-2022
- Table 9 Retail Offline GBO Company Shares: % Value 2018-2022
- Table 10 Retail Offline GBN Brand Shares: % Value 2019-2022
- Table 11 Retail Offline LBN Brand Shares: Outlets 2019-2022
- Table 12 Retail E-Commerce GBO Company Shares: % Value 2018-2022
- Table 13 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
- Table 14 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
- Table 15 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
- Table 16 Forecast Sales in Retail Offline by Channel: Value 2022-2027
- Table 17 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
- Table 18 Forecast Retail Offline Outlets by Channel: Units 2022-2027
- Table 19 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
SOURCES
- Summary 1 Research Sources
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Leading players look to expand as Kenya looks to recover from the COVID-19 pandemic
- Strong competition from dukas stores forces some players out of the market
- Grocer retailers look to expand into the digital landscape
- Modern grocery retailers expected to expand their reach into more areas
- Competition likely to intensify as Naivas brings on board new investor
- Traditional grocery retailers expected to modernise as competition grows
- Table 20 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
- Table 21 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
- Table 22 Sales in Grocery Retailers by Channel: Value 2017-2022
- Table 23 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
- Table 24 Grocery Retailers Outlets by Channel: Units 2017-2022
- Table 25 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
- Table 26 Grocery Retailers GBO Company Shares: % Value 2018-2022
- Table 27 Grocery Retailers GBN Brand Shares: % Value 2019-2022
- Table 28 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
- Table 29 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
- Table 30 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
- Table 31 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
- Table 32 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
- Table 33 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
- Table 34 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Mixed results for non-grocery retailers in 2022
- Economic pressures limit the recovery of the channel
- More players invest in e-commerce as demand grows
- New shopping malls should help to drive growth
- Infrastructure projects could make shopping trips easier
- Players expected to focus on the digitalisation of their businesses
- Table 35 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
- Table 36 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
- Table 37 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
- Table 38 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
- Table 39 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
- Table 40 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
- Table 41 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
- Table 42 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
- Table 43 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
- Table 44 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
- Table 45 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
KEY 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 46 Direct Selling by Product: Value 2017-2022
- Table 47 Direct Selling by Product: % Value Growth 2017-2022
- Table 48 Direct Selling GBO Company Shares: % Value 2018-2022
- Table 49 Direct Selling GBN Brand Shares: % Value 2019-2022
- Table 50 Direct Selling Forecasts by Product: Value 2022-2027
- Table 51 Direct Selling Forecasts by Product: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- New products and payment service providers opening retail e-commerce up to a wider audience
- Retail e-commerce benefiting from investment in ICT alongside rising smartphone penetration
- Improving last-mile delivery remains a key focus of online retailers
- Increasing smartphone penetration spells good news for retail e-commerce
- E-commerce has a bright outlook despite challenges
- Kenya’s Digital Masterplan should help improve education and awareness
- Table 52 Retail E-Commerce by Product: Value 2017-2022
- Table 53 Retail E-Commerce by Product: % Value Growth 2017-2022
- Table 54 Retail E-Commerce GBO Company Shares: % Value 2018-2022
- Table 55 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
- Table 56 Forecast Retail E-Commerce by Product: Value 2022-2027
- Table 57 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027
