This report presents a detailed picture of the key factors driving changes in consumer lifestyles in Kenya, from demographic changes, income, urbanisation, household structures, through to access to services, household assets, media uptake and the growth of the middle class and retail market.
Reasons to buy
Access complete, comparable and accurate data on changing consumer demographics and lifestyles
Understand the size, shape and growth of the consumer market and what is driving growth
Identify how consumer lifestyles will develop, what this means for the consumer class and how it impacts on future opportunities
In 2013, Kenya was the 12th largest economy in Africa. Long considered one of the most attractive markets in Africa, Kenya actually underperforms economically, relative to the size of its population. After rebasing its economy, Kenya’s GDP is the 9th largest in Africa, at $53.4bn in 2013, more than 20% larger than previously stated numbers.
More than 50% of the Kenya’s population is younger than 20 years old – in 2015, 52.1% will be between 0-19. 83.1% of its population is under 40 years old. By 2050, 71.6% of the population will still be under 40 years of age.
Two thirds of Kenyan working age women participate in the labor force. Overall, there were 7.74m working women in Kenya, up from 6.77m in 2009. Kenyan women are especially active in the informal sector.
In the next generation, Kenya will gain an additional 30m urban consumers, signalling a major change in consumer lifestyles as millions more consumers are brought within closer reach of products, services and infrastructure.
Kenyans have embraced mobile phones ownership faster than any country in East Africa, and penetration rates are close to those of countries that have both higher average incomes and much higher rates of urbanization. Nearly three quarters of households have a mobile phone, and as many as two thirds of them may have a smartphone.
Key questions answered
How will the consumer market change in the future?
What are they key trends in consumer lifestyles?
What assets do consumers own and how quickly are they adopting digital lifestyles?
What is the size of the emerging consumer class?
How is thet retail market developing?
How will consumer lifestyle trends shape the market?