Table of Content

Retail in Kenya
Euromonitor International
March 2023

List Of Contents And Tables

RETAIL IN KENYA
EXECUTIVE SUMMARY
Retail in 2022: The big picture
Informal retail
What next for retail?
MARKET DATA
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
DISCLAIMER
SOURCES
Summary 1 Research Sources
GROCERY RETAILERS IN KENYA
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
PROSPECTS AND OPPORTUNITIES
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
CHANNEL DATA
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
NON-GROCERY RETAILERS IN KENYA
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
PROSPECTS AND OPPORTUNITIES
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
CHANNEL DATA
Table 47 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 48 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 49 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 50 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 51 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 52 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 53 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 54 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 55 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 56 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 57 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DIRECT SELLING IN KENYA
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
PROSPECTS AND OPPORTUNITIES
Moderate growth projected for direct selling
Negative image problem needs addressing to achieve stronger growth
Direct selling still seen to have potential
CHANNEL DATA
Table 35 Direct Selling by Product: Value 2017-2022
Table 36 Direct Selling by Product: % Value Growth 2017-2022
Table 37 Direct Selling GBO Company Shares: % Value 2018-2022
Table 38 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 39 Direct Selling Forecasts by Product: Value 2022-2027
Table 40 Direct Selling Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN KENYA
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
PROSPECTS AND OPPORTUNITIES
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
CHANNEL DATA
Table 41 Retail E-Commerce by Product: Value 2017-2022
Table 42 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 43 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 44 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 45 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 46 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027