While marketers in many countries are worried about a recession, there is also optimism regarding the business climate and marketing budgets.
Kenya's thriving grocery retail sector shows innovation and growth
By our News Team | 2023
Features that distinguish Kenyan retail from many African markets include supremacy of local products and an ‘incredible’ shopping experience.
Kenya’s grocery retail sector is among the most sophisticated on the continent. And by driving an exceptional shopper experience, it looks ready to take on the world.
In a blog post published on its website, Africa-based retail research specialist, Trade Intelligence, says that, with its strategic position on the Indian Ocean rim and its increasing access to the resource-rich countries of East Africa, Kenya has a growing reputation as East Africa’s marketplace.
Photo by Greta Hoffman from Pexels
It is a rapidly modernising country with an expanding economy and a vibrant tech sector. But it’s in grocery retail that Kenya is really showing its potential.
At 5.3%, Kenya’s forecasted GDP growth for 2023 supports the country’s economic prospects during an otherwise difficult period for consumers, with high inflation and drought putting the squeeze on households.
As in other African countries, the youth are an increasingly powerful economic bloc, and it’s on their choices and shopping patterns that the future of retail rests.
Food and grocery has been growing rapidly
Food and grocery is one of the largest segments of the retail industry in Kenya, and it has been growing steadily. As the population urbanises, there is growing demand for the trappings of city life, including packaged foods and household items, Trade Intelligence notes.
Several features distinguish Kenyan retail from other more traditional African markets – notably the supremacy of local product ranges, the proliferation of promotions, and an incredible shopping experience.
But Kenya is excelling at more than just the basics of 21st-century retailing.
“Kenyan retail offers some of the best ‘shoppertainment’ experiences in the world,” says Kerry Elliot, a senior executive at Trade Intelligence. “Local retail chains have pursued world-class in-store execution in the form of revamps with new in-store lifestyle layouts and modern interiors.”
These add-ons come at a cost, but in a landscape where shoppers are increasingly demanding, and where competitors are offering similar value, the ‘wow factor’ is a necessary investment.
“The wow factor can be the reason that shoppers choose one retailer over another; and typically, the lifestyle categories can be areas of value-added products or services which can provide enhanced margin opportunities,” states Elliot.
You can read the full blog post here.
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