Table of Content

Tobacco in Kenya
Euromonitor International
July 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on tobacco
COVID-19 country impact
Tax hikes and higher prices result in reduced demand from some smokers, while others that find it hard to quit seek alternatives that boost illicit trade in 2019
British American Tobacco Kenya, the dominant player in cigarettes, widens its distribution through cigarette stalls and introduces nicotine pouches in 2019
Growing health concerns, ongoing increases in taxes, prices and tobacco regulations are expected to result in reduced smoking prevalence over the forecast period
OPERATING ENVIRONMENT
Legislation
Legislative overview
Summary 1 Legislation Summary at a Glance
Minimum legal smoking age
Smoking prevalence
Tar levels
Health warnings
Plain packaging
Advertising and sponsorship
Point-of-sale display bans
Smoking in public places
Low ignition propensity (LIP) cigarette regulation
Flavoured tobacco product ban
Vapour products
PRODUCTION/IMPORTS/EXPORTS
MARKET INDICATORS
Table 1 Number of Adult Smokers by Gender 2014-2019
MARKET DATA
Table 2 Sales of Tobacco by Category: Volume 2014-2019
Table 3 Sales of Tobacco by Category: Value 2014-2019
Table 4 Sales of Tobacco by Category: % Volume Growth 2014-2019
Table 5 Sales of Tobacco by Category: % Value Growth 2014-2019
Table 6 Forecast Sales of Tobacco by Category: Volume 2019-2024
Table 7 Forecast Sales of Tobacco by Category: Value 2019-2024
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2019-2024
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 2 Research Sources
HEADLINES
PRE-COVID-19 PERFORMANCE
Retail volume sales see further decline in 2019 as tax on cigarettes prompts another unit price rise
Ongoing hikes in cigarette prices due to tax increases drives consumers seeking price relief towards illicit cigarettes and also helps boost demand for khat in 2019
In 2019, leading player BAT Kenya boosts sales through its own cigarette stalls and moves to introduce nicotine pounces aiming to reduce risks from passive smoking
2020 AND BEYOND
COVID-19 impact
Recovery and opportunities
TAXATION AND PRICING
Taxation rates
Summary 3 Taxation and Duty Levies 2014-2019
Average cigarette pack price breakdown
Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples
CATEGORY DATA
Table 10 Sales of Cigarettes: Volume 2014-2019
Table 11 Sales of Cigarettes by Category: Value 2014-2019
Table 12 Sales of Cigarettes: % Volume Growth 2014-2019
Table 13 Sales of Cigarettes by Category: % Value Growth 2014-2019
Table 14 Sales of Cigarettes by Blend: % Volume 2014-2019
Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2014-2019
Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2014-2019
Table 17 Sales of Cigarettes by Pack Size: % Volume 2014-2019
Table 18 Sales of Cigarettes by Price Band: % Volume 2014-2019
Table 19 NBO Company Shares of Cigarettes: % Volume 2015-2019
Table 20 LBN Brand Shares of Cigarettes: % Volume 2016-2019
Table 21 Sales of Cigarettes by Distribution Format: % Volume 2014-2019
Table 22 Illicit Trade Estimate of Cigarettes: Volume 2014-2019
Table 23 Forecast Sales of Cigarettes: Volume 2019-2024
Table 24 Forecast Sales of Cigarettes by Category: Value 2019-2024
Table 25 Forecast Sales of Cigarettes: % Volume Growth 2019-2024
Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2019-2024
Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2019-2024
Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2019-2024
Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2019-2024
Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2019-2024
Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Despite higher taxes and still limited distribution, cigars and cigarillos attracts younger consumers and sees higher volume growth in 2019
Fight to eradicate illicit trade gathers speed in 2019
Smoke Shop Africa and Scandinavian Tobacco Group maintain their leading positions, benefitting from well-established distribution in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within cigars, cigarillos and smoking tobacco
Recovery and opportunities
CATEGORY DATA
Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2014-2019
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2014-2019
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2014-2019
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2014-2019
Table 36 Sales of Cigars by Size: % Volume 2014-2019
Table 37 Sales of Cigarillos by Price Platform 2014-2019
Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2015-2019
Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2016-2019
Table 40 NBO Company Shares of Cigars: % Volume 2015-2019
Table 41 LBN Brand Shares of Cigars: % Volume 2016-2019
Table 42 NBO Company Shares of Cigarillos: % Volume 2015-2019
Table 43 LBN Brand Shares of Cigarillos: % Volume 2016-2019
Table 44 Distribution of Cigars and Cigarillos by Format: % Volume 2014-2019
Table 45 Distribution of Smoking Tobacco by Format: % Volume 2014-2019
Table 46 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2019-2024
Table 47 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2019-2024
Table 48 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2019-2024
Table 49 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2019-2024
PROSPECTS