A household survey by research consultancy firm Kantar, shows that Kenyans are trimming their shopping budgets and favouring discounted goods in big packs to save on money and reduce trips to supermarkets. FILE PHOTO | NMG Kenyans are making less shopping trips per year compared with countries such as Egypt, Ivory Coast, Ghana and Nigeria, a new report has shown calling on manufacturers to rethink their packaging and pricing.
A household survey by research consultancy firm Kantar, shows that Kenyans are trimming their shopping budgets and favouring discounted goods in big packs to save on money and reduce trips to supermarkets.
Kenyans make less shopping trips at an average of 300 a year, being fewer than the 805 trips by Ivory Coast shoppers, with the key reason being drive for “getting more for less,” according to the study.
Egyptian shoppers made 746 trips per year, Ghana (560) and Nigeria 390.
“With a forecast 2019 economic growth of over six percent, Kenya’s economy is showing signs of stability on the back of macroeconomic steadiness, yet at a micro level Kenyans are seen to be experiencing the perfect storm,” says the survey.
“In the midst of this daily struggle for most Kenyans, the market is re-engineering to provide alternatives and options so that people can make ends meet.”
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The study further shows that Kenya has the lowest average household spend of about $220 (Sh22,758) on first moving consumer goods (FMCG).
This is compared with Nigeria, Ghana and Ivory Coast at $228 (Sh23,626), $349 (Sh36,164) and $363 (Sh37,615), respectively.
Kenya is also seen to be one of the most expensive of the countries covered in the research.Average price of an item in Kenya is about Sh51 compared with Nigeria’s Sh20, Ghana and Egypt at Sh31.The average price of key FMCG items bought by households in Africa shows Kenya on top of the ladder.For instance, while the average spending on toothpaste in Kenya is Sh90, a shopper in Nigeria spends Sh50.A toilet soap costs a Kenyan consumer Sh60 on average compared with Sh20 in Egypt and Sh30 in Nigeria.The same plays out on margarine where a Kenyan shopper pays about Sh60 while in Ivory Coast, the same quantity costs about Sh20.Despite Kenya being key producer of coffee and tea, consumers still pay higher.For instance, while a Kenyan would spent about Sh30 on average to get either coffee […]