Key Insights as of Jun 2025
Market Demographics
Population size
4,397,073 people
Population growth rate
1.9 %
Age distribution
35 %
Household size
3.9 people
Household composition
12,143,900 households
Education levels
80 %
Economic Indicators
Median household income
600,000 KSh
Employment rate
94.5 %
Job growth
3.0 %
Dominant industries
Retail, Finance, Tourism
Cost of living index
70 index
Consumer Spending & Buying Power
Retail sales per capita
50,000 KSh
Disposable income
400,000 KSh
Spending behavior - apparel
15 %
Spending behavior - dining
20 %
Spending behavior - electronics
10 %
Competition & Retail Presence
Existing retail mix
Supermarkets, Malls, Informal
Number of competitors
50 count
Market saturation
3,600,000 SQFT
Presence of anchor tenants
Naivas, Carrefour
Foot traffic from nearby businesses
High
Real Estate & Infrastructure
Rent costs
185 KSh/SQFT
Property values
15,000,000 KSh
Zoning laws
Restricted
Business permits
500,000 KSh
Availability of retail space
79.4 %
Proximity to major roads
High
Public transportation access
Moderate
Parking availability
Limited
Traffic & Accessibility
Pedestrian traffic
High
Vehicle traffic
500,000 vehicles/day
Public transport accessibility
60 %
Commute times
45 minutes
Work patterns
9-5
Psychographics & Consumer Lifestyle
Shopping preferences
Malls, Informal Markets
Brand affinity
International, Local
Consumer loyalty
Moderate
Entertainment and leisure trends
Dining, Cinema
Crime Rates & Safety
Crime statistics
1,200 per 100,000
Shoplifting rates
5 %
Public safety measures
CCTV, Security
Tourism & Seasonal Factors
Tourist spending
10,000 USD
Tourist footfall
2,000,000 visitors
Major local events
Nairobi Marathon
Seasonal attractions
Safari, Markets
Online vs. In-Store Shopping Trends
E-commerce penetration
20 %
Click-and-collect adoption
10 %
Local preference for in-store shopping
70 %
Retail & Mall Performance
Total retail space
10,000,000 SQFT
Retail space per capita
2.3 SQFT
Projected growth in retail space
5 %
Retail leakage rate
15 %
Sustainable retail demand
High
Major upcoming retail projects
The Beacon, Lana Plaza
Consumer Behavior & Spending
Grocery market share - Naivas
30 %
Grocery market share - Carrefour
20 %
Grocery market share - QuickMart
15 %
Consumer spending patterns
Food, Apparel
Grocery expenditure trends
25 %
Luxury retail performance
Moderate
Top mall shopping preferences
Village Market, Two Rivers
Shopping trips to other cities
10 %
Key drivers for mall visits
Convenience, Entertainment
Preferred brand categories - Luxury fashion
10 %
Preferred brand categories - Value fashion
40 %
Competitive & Site Analysis
Number of existing malls
20 count
Total retail footfall
50,000,000 visits/year
Retail market gaps
Specialty Retail
Trade area population
10,400,000 people
Retail potential in catchment area
High
Projected retail growth rate
7 %
Preferred mall layouts
Open-air, Mixed-use
Site & Accessibility
Public transport access
Moderate
Walkability score
60 index
Road infrastructure & car access
High
Parking capacity in comparable malls
1,000 spaces
Surrounding land use & future developments
Commercial, Residential