Kenya: Kenya's Retail Sector Adapting to Competition
Entry of international players in Kenya’s retail market space, the increasing purchasing power of a growing middle class, a robust macroeconomic growth and affordable retail space attributed to a proliferation of shopping malls in the last five years, among other factors, has led to continued expansion of the retail sector. Kenya’s imports of consumer-oriented food products grew at an annual average of 9 percent during calendar years (CY), 2011 - 2016. The United States supplied 4 percent of the total market share valued at $288 million in 2016. Best prospects for U.S. food products include snack foods, almonds, sauces and condiments, jams, fruit/nut purees and paste. Supermarkets and hypermarkets offer the best distribution channel for U.S. consumer-ready products.
