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Retail Landscape in Emerging Africa

Thursday, September 22, 2016 3:24
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Africa’s retail landscape brand-new report providing a groundbreaking look at Kenyan shopper. The report brings shoppers purchasing behaviors into sharper focus, helping global and local FMCG companies navigate the variables required to compete in the Africa’s complex and fast-changing landscape. It answers critical questions like what consumer goods do Kenyan shopper prefer? How do they decide among retail channels? How do their shopping behaviors and preferences differ in Tier-1 or Tier-3 retail segments or in the traditional channel? What is their average shopping basket? As they grow in income and sophistication, how do their shopping habits change?

Until now, consumer goods companies and retail players in Kenya had precious little data and analysis on shopper behavior to generate insights that could help them know the most effective ways to market to Kenyan shoppers.

The report provides the following:
Analysis on the consumer’s future prospects, blending economic forecasting, employment trend analysis and households income shifts in affluence; consumer attitudes toward retail channels; retail channels penetration; and the market position of modern retail channels. Among our findings:
• Kenyan total retail spending is strongly driven by social economic class (SEC), but category spending breakdown gets relatively stable across the SECs.
• Large supermarket chains have very diverse penetration levels in relation to the retail categories and by SECs.
• Supermarket chains are the leading distribution channel for ‘Home and personal care’ and ‘Domestic appliances and homeware’ categories.
• Traditional retail channels ‘Dukas’/ ‘Kiosks’ enjoys higher frequencies of visits above the other outlets in the total retail visit on average.
• Shoppers mostly go to the supermarket chains by foot or by public transport, and generally spend an average of 10 minutes to the outlet.
• Penetration rate of the top retail players is far ahead of the competition in both brand awareness and penetration.

On the macroeconomics perspectives, the Kenyan market is developing steadily, rated second best in Africa in the World Bank’s 2016 ease of doing business. Has GDP growth rate of 5.9% in 2016 and expected to reach 6.2% in 2018 and with this, creating a large middle class meaning greater opportunities for FMCG companies. The GDP per capita is approximately USD 1,628, growing at an average of 8% annually to reach USD 2,218 by 2020, and this will further increase the consumer basket.

The current multi-billion dollar infrastructure development projects undertaken by the Kenyan government is an incentive for investment as these have the potential to transform the Kenyan economy and East Africa region over the next couple of years.

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