Retail in Kenya is dominated by informal sellers, but recent years have seen a boom in modern trade, with home-grown supermarket chains expanding their footprint and international brands (such as Carrefour and Massmart’s Game banner) entering the market. This has gone hand in hand with the construction of numerous new shopping malls.
However, most of these retail developments are concentrated in the capital Nairobi. Similarly, in other east African countries, growth in modern trade has focused mostly on major commercial hubs such as Dar es Salaam, Addis Ababa, Kampala and Kigali.
While these cities will continue to dominate, we are seeing untapped opportunities to better serve consumers in the region’s secondary cities and towns.