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Kenya Retail Report Q2 2016

Kenya Retail Report Q2 2016

BMI View: After last year's turbulence, 2016 is looking much better for the Kenyan economy. GDP isforecast to grow by 6.1% this year and the Kenyan shilling has remained stable since Q415. However,household income levels will register fairly unimpressive growth across the year and this will support avery modest 1.2% increase in retail spending. There will, as a result, be very little shift in householdspending habits in 2016, with essentials spending dominating and accounting for 65.6% of the total.

Key Views & Developments:

Spending on food & non-alcoholic drinks will retain a strong grip on household budgets, amounting to36.3% of total spending in 2016.

The number of households earning less than USD1,000 will grow to 6.3mn, outnumbering those earningUSD1,000-plus by almost 1mn.

While we expect the shilling's firmness against the dollar to soften over the coming months, the pace ofdepreciation will be gradual in comparison with last year.

BMI Industry View
Industry Forecast
Headline Retail Forecast
Table: Total Household Spending (Kenya 2013-2020)
Table: Retail Sector Spending, % Of Total (Kenya 2013-2020)
Table: Retail Sector Spending, % of GDP (Kenya 2013-2020)
Table: Headline Retail Sector Spending (Kenya 2013-2020)
Retail Sector Forecast
Food, Drink & Tobacco
Table: Food, Drink & Tobacco Spending (Kenya 2013-2020)
Clothing & Footwear
Table: Clothing & Footwear Spending (Kenya 2013-2020)
Household Goods
Table: Household Goods Spending (Kenya 2013-2020)
Personal Care
Table: Personal Care Spending (Kenya 2013-2020)
Household Numbers and Income Forecast
Table: Household Income Data (Kenya 2013-2020)
Table: Labour Market Data (Kenya 2013-2020)
Demographic Forecast
Table: Total Population (Kenya 2013-2020)
Table: Population: Babies (Kenya 2013-2020)
Table: Population: Young Children (Kenya 2013-2020)
Table: Population: Children (Kenya 2013-2020)
Table: Population: Young Teens and Older Children (Kenya 2013-2020)
Table: Population: Young People (Kenya 2013-2020)
Table: Population: Older Teenagers (Kenya 2013-2020)
Table: Population: 21yrs + (Kenya 2013-2020)
Table: Population: Young Adults (Kenya 2013-2020)
Table: Population: Middle Aged (Kenya 2013-2020)
Table: Population: Urban (Kenya 2013-2020)
Industry Risk/Reward Index
Sub-Saharan Africa Risk/Reward Index
Table: Sub-Saharan Africa Retail Risk/Reward Index, Q216
Kenya Industry Risk/Reward Index
Market Overview
Competitive Landscape
Table: Clothing & Footwear
Table: Household Goods/Homeware/Home Improvement
Table: Electronics
Table: Department Stores
Table: E-commerce/Online Marketplaces
Table: Drug Store/Pharmacies
Industry Forecast Methodology
Risk/Reward Index Methodology
Table: Retail Risk/Reward Index Indicators
Table: Weighting Of Indicators

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