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Children's Lifestyles and the Kids' Market Opportunity in Kenya to 2022

Children's Lifestyles and the Kids' Market Opportunity in Kenya to 2022

This report analyzes the grocery market potential for kids in Kenya. It provides detailed data and insight on the size and dynamics of the kids' market, including the different age groups and their market value.

Trendtype also assesses the lives and lifestyles of kids in Kenya, and the degree to which these kids really are kids - which has major implications for the development of more specialised and premium kids' specific products.

The report provides forecasts through to 2022, as well as a five step proprietary analysis of the size and accessibility of the market in Kenya to enable executives to make better informed decisions around market entry and expansion.


EXECUTIVE SUMMARY
Summary – Market Opportunity
Summary – Kids’ Market Dynamics
Chapter 1: COUNTRY PROFILE
Country Profile
Map and Major Cities
Chapter 2: THE DEMOGRAPHICS OF THE KIDS’ MARKET
The Number of Kids (0-14)
The Number of Infants (0-4)
The Number of Young Children (5-9)
The Number of Tweens and Teenagers (10-14)
How Young is the Population?
Chapter 3: KIDS IN SCHOOL
How Many Years Kids Spend in School
How Many Boys Attend School
How Many Girls Attend School
The Number of Kids in Secondary School
The Age Boys and Girls Leave School
Chapter 4: THE LIVES OF KIDS
Introduction
How Much Can Kids be Kids?
Immunization Rates for Infants
Common Diseases in Children Under Age Four
Do Kids Get Enough Food?
How Many Kids Do Women Tend to Have?
The Likelihood Mums Go to Work
GNI Per Capita
The Size of the Middle Class
Child Labour
Housing and Living Standards
Chapter 5: THE KIDS’ MARKET OPPORTUNITY
Introduction
Kids’ Grocery Market Value
Kids’ Grocery Market Spend Per Capita
Kids in the Consumer Class
The Concentration of Kids in the Consumer Class
The Supermarket Opportunity
The Maturity of the Kids’ Market Opportunity
Early Stage and Mass Premium Kids’ Markets
Summary of Market Opportunity
Chapter 6: KIDS’ MARKET FORECASTS TO 2022
The Number of Infants to 2050
The Number of Young Children to 2050
The Number of Tweens and Young Teens to 2050
How Young Will It Be in 2050?
The Market Opportunity in 2022
Per Capita Grocery Spend on Kids in 2022
Table of figures
Figure 1: Summary - Market Opportunity
Figure 2: Summary - Kids' Market Dynamics
Figure 3: Country Profile - Kenya
Figure 4: Country Map - Kenya
Figure 5: No. of Kids (0-14), Kenya, 2013-2017
Figure 6: No. of Infants (0-4 years old), Kenya, 2013-2017
Figure 7: No. of Young Children (5-9 years old), Kenya, 2013-2017
Figure 8: No. of Tweens and Young Teens (10-14), Kenya, 2013-2017
Figure 9: Median Age (years), Kenya and East Africa, 2013-2017
Figure 10: Expected Years of Schooling by Gender, Kenya and East Africa, 2017
Figure 11: School Net Attendance Rates, Boys (%), Kenya and East Africa, 2017
Figure 12: School Net Attendance Rates, Girls (%), Kenya and East Africa, 2017
Figure 13: No. of Kids in Primary School, Kenya, 2013-2017
Figure 14: No. of Kids in Secondary School, Kenya, 2013-2017
Figure 15: Estimated Age Kids Leave School by Gender (years), Kenya and East Africa, 2017
Figure 16: Opportunity for Kids to be Kids, Kenya and East Africa, 2017
Figure 17: Proportion of 1 year-olds immunised against DPT (%), Kenya and other regions, 2017
Figure 18: Disease Burden (0-4 year olds), Kenya, 2017
Figure 19: Prevalence of Stunting (%) in under five year olds, Kenya and East Africa, 2017
Figure 20: Food Deficit (no. kcal in deficit per day), Kenya and East Africa, 2017
Figure 21: Fertility Rate (no. of births per woman), Kenya and East Africa, 2011-2015
Figure 22: Female Labour Force Participation (%), Kenya and East Africa, 2017
Figure 23: GNI per capita PPP ($), Kenya and East Africa, 2012-2016
Figure 24: Share of Population by Income Group (%), Kenya, 2017
Figure 25: Child Labour Rate (%), Kenya and East Africa, 2017
Figure 26: Living Standards in the Home, Kenya and East Africa, 2017
Figure 27: Kids' Grocery Market Value by Age Group ($M), Kenya, 2017
Figure 28: Kids' Grocery Market per capita Spend ($) by Age Group, Kenya, 2017
Figure 29: Kids under 14 vs. Population in the Consumer Class, Kenya and East Africa, 2017
Figure 30: Kids under 14 vs. Population in Consumer Class (%), Kenya and East Africa, 2017
Figure 31: Kids' Grocery Market Opp vs. Grocery Market Maturity, Kenya and Africa, 2017
Figure 32: Kids' per capita Spend ($) vs. Market Maturity, Kenya and East Africa, 2017
Figure 33: No. of Kids vs. Kids' per capita Grocery Spend ($), Kenya and East Africa, 2017
Figure 34: Market Opportunity Summary
Figure 35: No. of Infants (0-4 years old), Kenya, 2018-2050f
Figure 36: No. of Young Children (5-9 years old), Kenya, 2018-2050f
Figure 37: No. of Tweens and Young Teens (10-14), Kenya, 2018-2022f
Figure 38: Median Age (years), Kenya and East Africa, 2018-2050f
Figure 39: Kids' Grocery Market Value by Age Group ($M), Kenya, 2022f
Figure 40: Kids' Grocery Market per capita Spend ($) by Age Group, Kenya, 2022f
Table of tables
Table 1: Major Cities and Populations - Kenya
Table 2: Kids' Grocery Retail Market Value (M), USD and KSh, 2017
Table 3: Kids' Grocery per capita spend, USD and KSh, 2017
Table 4: Kids' Grocery Retail Market Value (M), USD and KSh, 2022f
Table 5: Kids' Grocery per capita spend, USD and KSh, 2022f

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