This Market Report provides a comprehensive analysis of the competitive landscape of Kenyan grocery retail, examining the size, positioning, and strategies of its main players. It leverages a survey of 1,000 local consumers conducted by Sagaci Research in Kenya during June 2019 to assess such factors as shopping habits and brand recognition.
The Kenyan grocery retail market is currently the most dynamic in sub-Saharan Africa. A number of foreign retailers (most notably Carrefour, Massmart, and Shoprite) have entered the market during the past five years, while domestic players Naivas and Tusksys continue to expand. The recent merger of Quickmart and Tumaini has created another significant domestic player, but former market leader Nakumatt is now a shadow of its former self. Meanwhile, the arrival of the likes of Jumia and Glovo in Kenya has given impetus to a nascent e-commerce sector.
With the proliferation of supermarkets and hypermarkets in high-end malls, standards are steadily rising. Arguably, some of Nairobi’s more affluent suburbs are now close to saturation. In contrast, many lower-income urban areas and smaller urban centres remain significantly under-supplied with modern grocery retail. It is these areas that are likely to see the most growth in the coming years, with some players planning to leverage franchising in order to accelerate their growth.
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