How to win in Kenya’s dynamic consumer market
In the context of lacklustre growth across much of sub-Saharan Africa, Kenya stands out as a rising star
Nairobi, Kenya’s bustling capital, is a building site. Rapid development is evident everywhere. Advertisements punting opportunities to buy the high-spec apartments going up are a common sight along highways and boulevards that are increasingly home to an array of shiny shopping malls that would not be out of place in SA, or even suburban US. Kenya now has more formal retail space anywhere in sub-Saharan Africa outside SA, and capacity continues to grow. Much of this development is predicated on considerable optimism regarding Kenya’s prospects. In the context of lacklustre growth across much of sub-Saharan Africa, Kenya stands out as a rising star. This is driving well-known Western retailers such as Wal-Mart (through its subsidiary Massmart) and Carrefour to expand their footprints in the country, expanding choice for local consumers who increasingly are exposed to, and discerning about, the wide array of international brands on offer. Yet many firms, particularly in the retail se...
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