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The Top 20 Supermarket Chains in Kenya

The Top 20 Supermarket Chains in Kenya

This report provides the most up to date analysis of the 20 leading supermarket chains in Kenya, where recent developments have shaken the grocery retail landscape. It analyses Trendtype’s proprietary research on the winners and losers in the supermarket sector and what it means for the future of grocery retail in Kenya.

– Identify the market leaders in the Kenyan supermarket sector.
– Quantify the number of stores, floorspace and position of the top supermarket chains.
– Understand how top supermarket chains compete against one another.
– Assess the size of the supermarket sector and its growth.
– Analyze the market opportunity and future outlook for supermarket retailers in Kenya.

– Kenya is one of the most developed and modern grocery retail markets in Sub Saharan Africa.
– The demise of dominant domestic retailers has opened space for international retailers, who will change the landscape in the short-term.
– With rapid expansion of Carrefour and entry of Shoprite, we expect existing chains in Nairobi to be put under intense pressure.
– Outside Nairobi, where smaller regional chains dominate, change will take longer but also cause a shakeout
– Growth opportunities include the discount sector, franchising and click and collect.

– Who are the leading supermarket chains in Kenya?
– What share of the market do they take?
– Which supermarket chains are expanding most?
– How do leading chains compare against one another?
– What is the national penetration of the leading supermarket chains?
– Which segments does each chain operate in?
– Who are the future winners and losers?


Table of Figures
Table of Tables
1. Supermarkets in Kenya
2. The Top Supermarket Chains in Kenya
3. Supermarket Store Networks
4. Modern Grocery Retail Floorspace
5. Positioning of Leading Supermarket Chains
6. Supermarket Chains in and Outside Nairobi
7. Key Findings and Future Outlook
About Trendtype
Table of Tables
Table 1: Top 20 Modern Grocery Retailers and Banners, Kenya, 2018f
Table 2: Top 20 Retailers Retail Floorspace (m²) and Share of Modern Grocery Retail Space (%), Kenya, 2018f
Table of Figures
Figure 1: Grocery Retail Channels, Modern and Traditional
Figure 2: Traditional Grocery Retail Channel Definitions
Figure 3: Modern Grocery Retail Channel Definitions
Figure 4: Key Data in Modern Grocery Retail Sales, Kenya, 2018f
Figure 5: Modern Grocery Retail Sales by Channel (% sales by value), Kenya, 2018f
Figure 6: Key Data in Modern Grocery Retail Outlets, Kenya, 2018f
Figure 7: Modern Grocery Outlet Universe by Channel (No. of Outlets), Kenya, 2018f
Figure 8: Top 20 Modern Grocery Retailers by Floorspace (m²), Kenya, 2018f
Figure 9: Share of Modern Sales of Top 20 Modern Grocery Retailers, Kenya, 2018f
Figure 10: Share of Modern Floorspace of Top 20 Modern Grocery Retailers, Kenya, 2018f
Figure 11: Share of Modern Grocery Outlets of Top 20 Modern Grocery Retailers, Kenya, 2018f
Figure 12: No. of Retailers by Store Network (no. of stores), Kenya, 2018f
Figure 13: No. of Stores, Domestic Banners, Kenya, 2018f
Figure 14: No. of Stores, International Banners, Kenya, 2018f
Figure 15: Modern Grocery Retailers by Floorspace (m²), Kenya, 2018f
Figure 16: No. of Stores v. Average Store Floorspace (m²) of Top Retailers, Kenya, 2018f
Figure 17: Top 20 Modern Grocery Banners (%m²), International vs. Domestic, Kenya 2018f
Figure 18: Top Modern Grocery Retailers by Positioning, Kenya, 2018f
Figure 19: Top Retailers Floorspace (%m²), Nairobi and the rest of the country, 2018f
Figure 20: No. of Stores of Top 10 Modern Grocery Retailers, Nairobi and the rest of the country, 2018f
Figure 21: Format of Top Modern Retailers by Floorspace (% m²), Nairobi and the rest of the country, 2018f
Figure 22: Positioning of Top Modern Retailers by Floorspace (% m²), Nairobi and the rest of the country, 2018f

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