This IDC Market Note explores Safaricom's recent announcement of a $500 million investment in AI over the next three years. It also highlights how the company is positioning itself as key enabler of digital transformation. AI (including GenAI) could potentially redefine how Safaricom serves and inte ...

In 2025, mobile phones in South Africa recorded a slight decline in volume sales. However, smartphones recorded a modest year-on-year growth of 0.2% in retail volume. Although this growth was relatively flat, it indicates a positive trend following two consecutive years of decline. The rising popula ...

Retail value sales of mass beauty and personal care products in Kenya continued to grow in 2024, driven by increasing urbanisation and the availability of products across multiple price points. New entrants are targeting the mass market with more affordable offerings, which are increasingly reaching ...

In 2025, volume sales of home video in South Africa declined, but the decrease was smaller than in the previous year, suggesting a potential recovery in the market. This decline can primarily be attributed to the sluggish performance of television, which remained relatively flat throughout the revie ...

In 2024, retail sales of depilatories in Kenya continued to grow in current value terms, driven by a stronger focus on personal grooming, especially among younger consumers. As disposable incomes rise, advanced and convenient hair removal products have become more affordable, while Western beauty tr ...

Retail sales of premium beauty and personal care products in Kenya continued to expand in current value terms in 2024, supported by lower inflation, which left consumers with more scope for discretionary spending. Growth was further boosted by the expanding presence of products and brands, supported ...

The Kenyan fragrances market continued to grow in current value terms in 2024, driven by rising disposable incomes, higher employment rates, and the influence of female empowerment initiatives. In particular, the expansion of ICT-driven income opportunities has encouraged increased fragrance consump ...

Retail sales of baby and child-specific products in Kenya continued to grow in current value terms in 2024, supported by heightened consumer health concerns. Following the global controversy surrounding the use of talcum powder, which some studies have associated with an increased risk of cancer, ma ...

Retail volume sales of beauty and personal care products in Kenya registered robust growth in 2024, with a marked acceleration compared to previous years. The market has been influenced by the growth of internet-based enterprises such as Uncover, which expanded its digital presence through targeted ...

In 2024, Kenya’s hair care market continued to grow in current value terms, driven by rapid urbanisation and shifting consumer priorities. As city lifestyles became busier, there was increased demand for convenient, modern beauty solutions. At the same time, a growing middle class with higher dispos ...

Sun care sales in Kenya experienced relatively modest growth in current value terms in 2024, as some consumers still do not perceive sun protection products as essential. However, increasing concerns about skin health and the harmful effects of UV exposure have encouraged more Kenyans to adopt preve ...

Volume sales of home audio and cinema decreased in South Africa in 2025, continuing the trend from the previous year. Economic pressures remained a key factor, limiting consumers’ disposable income and leading many to postpone or avoid purchases of non-essential audio equipment. Euromonitor Internat ...

Volume sales of wearable electronics increased in South Africa in 2025, driven by sustained consumer interest in health and wellness. The national trend toward healthier lifestyles remains strong, with more individuals engaging in regular physical activity such as gym workouts, running, and walking. ...

The Kenyan market for men’s grooming continued to expand in current value terms in 2024. Urbanisation has been a key driver of this growth, with major cities like Nairobi and Mombasa seeing an influx of young professional males who prioritise their personal appearance. In addition, the greater avail ...

Volume sales of computers and peripherals decreased in South Africa in 2025. Despite experiencing strong retail volume growth during the COVID-19 pandemic and the subsequent years, computers and peripherals encountered challenges in 2025, although signs of stabilisation are starting to emerge. Eurom ...

Volume sales of imaging devices slightly declined in 2025, reflecting a broader shift in consumer priorities during challenging economic times. Both digital cameras and camcorders struggled to maintain relevance as consumers gravitated toward multifunctional alternatives, most notably smartphones, w ...

The Kenyan skin care market continued to grow in current value terms in 2024, driven largely a shift towards more sophisticated, multi-step routines. Social media was a key contributor to this trend, with influencers, dermatologists, and ordinary consumers sharing their experiences on platforms such ...

The Kenyan bath and shower market registered robust growth in current value terms in 2024. This was fuelled by the expansion of modern retail networks, urbanisation and global health campaigns which encouraged modern hygiene routines. Consumers increasingly prioritised wellness, embracing premium an ...

The market for colour cosmetics in Kenya continued to expand in current value terms in 2024. This resilience is largely driven by the growing availability of local alternatives and strong domestic production. Homegrown brands such as Dreamskinhaven, The Hair Colour Company, SuperCosmetics, and Shaar ...

In 2025, consumer electronics in South Africa began to stabilise, recording marginal positive growth in volume terms, following a challenging 2024. Easing inflation and interest rates improved consumer purchasing power, while political stability under the Government of National Unity (GNU) and a mor ...

Volume sales of portable players in South Africa rose in 2025, driven almost entirely by the sustained growth and popularity of wireless speakers, the most dynamic category. These devices benefit from being portable while offering improved sound quality and longer battery life. The unreliable electr ...

In 2024, Kenya's oral care market experienced significant growth in current value terms, primarily driven by heightened consumer awareness of oral hygiene. Government-led campaigns and educational initiatives played a crucial role, emphasising the importance of dental health. The introduction of inn ...

Volume sales of in-car entertainment decreased in South Africa in 2025. The decline in retail volume is driven by ongoing shifts in consumer behaviour and rapid technological integration. This trend, evident over the past several years, continues to reflect the growing preference for multifunctional ...

Deodorants in Kenya recorded solid growth in current value terms in 2024, supported by rising urbanisation, a growing middle class, and heightened awareness of personal hygiene. Roll-ons represented the most popular and dynamic format. In an economy where value for money is paramount, their affordab ...

The global apple fruit concentrate market size is likely to be valued at US$ 4.8 Bn in 2025 and is estimated to reach US$ 7.3 Bn by 2032, growing at a CAGR of 6.17% during the forecast period 2025–2032. Market Insights The apple fruit concentrate market has gained significant traction due to its wid ...