"Non-Grocery Specialists in Kenya" is now available at Fast Market Research

From: Fast Market Research, Inc.
Published: Tue May 12 2015

Non-grocery specialists took note of the infringement by grocery retailers in expanding non-grocery retail sales. Hypermarkets, in particular, and supermarkets continued to grow their non-grocery product lines to include home electronics, home appliances, home furnishings, clothing and other non-grocery product lines. During 2014, non-grocery items accounted for 35% of hypermarket current value sales and 23% share of current value sales for supermarkets. In response, non-grocery specialists, taken as a whole, projected slower price growth than grocery retailers. Average prices for non-grocery specialists grew by a 7% current value CAGR for the review period compared to a 9% CAGR for grocery retailers. Notwithstanding, while supermarkets recorded a 10% CAGR in prices, unit prices in hypermarkets posted a modest 3% CAGR. Equally important, hypermarket and supermarkets far outpaced non-grocery specialists in outlet growth over the review period. Hypermarkets expanded outlets at a strong 8% CAGR and supermarkets witnessed outlet growth with a 4% CAGR, while non-grocery specialists, collectively, reached a 1% CAGR in new outlets. Continued diversification by hypermarkets and supermarkets are pushing non-grocery specialists to focus on offering high-quality products and promoting status-oriented markets targeted toward specific consumer segments of mid- and high-income consumers.

Full Report Details at
- http://www.fastmr.com/prod/993916_nongrocery_specialists_kenya.aspx?afid=301

Competitive Landscape

Non-grocery specialists remained highly fragmented with many independent outlets. The top 10 non-grocery specialists in 2014 combined for only 7% value share. PROMESE/CAL, behind its Farmacia del pueblo (People’s Pharmacy) brand with more than 300 outlets throughout the country held its 4% current value share as the leading company.

Industry Prospects

Projected steady economic growth for the forecast period is expected to lead to faster value growth at constant 2014 prices for non-grocery specialists than growth achieved over the review period. Consumer confidence will grow concurrently with economic growth and consumers are anticipated to increasingly invest in leisure and recreational activities and products. Sports goods stores is predicted to grow by a 8% value CAGR at constant 2014 prices, while traditional toys and games stores is expected to record a value CAGR of 6% at constant 2014 prices over the forecast period. Additionally, mixed retailers will continue to offer greater product selection and an expanded portfolio of specific conveniences, achieving the fastest average growth rate of 12% at constant 2014 prices for non-grocery specialists over the forecast period.

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Report Overview

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