KENYA – Naivas Limited, Kenya’s largest supermarket chain by store count, has further solidified its dominance with the opening of its 101st branch in Kakamega on December 5th.

Excited about becoming a part of the Kakamega community, Naivas shared the news through a LinkedIn post stating, “They say good things take time! Naivas Kakamega is officially open, and we are elated to be a part of the Kakamega community.”

They further emphasized their commitment to the community, stating, “To us, it is not just about providing a platform for retail trade, but we understand that we bear a responsibility to the communities where we set up shop.”

“We exist to make other people’s lives better and as we expand our presence in the community; we shall endeavor to do exactly that; make your lives better.”

This new store opening follows closely on the heels of Naivas’ 100th store launch in Lavington, Nairobi, just two weeks ago. With the Kakamega branch now operational, only one additional store remains on the agenda for 2023, planned for Mwanzi Road.

The supermarket is set to offer a potential market for Kakamega County’s fresh produce sector which has a wide range of horticultural crops due to its diverse agro-ecological zones.

According to a report by the county government, 355,679 households in Kakamega County spend KES 12 billion (USD 78.18 million) annually on the consumption of fruits and vegetables.

The report further outlines that the county has a high potential for the production of crops such as kale, bananas, African leafy vegetables, mushrooms, passion fruits, avocados, cabbage, paw paw, onions, watermelons, and tomatoes.

While Naivas continues its remarkable expansion, competition in the Kenyan retail market remains fierce.

Quickmart and Carrefour, both with their ambitious expansion plans, are putting increasing pressure on Naivas to maintain its leading position.

Just two days before Naivas’ 101st store opening, Carrefour, owned by Dubai-based Majid Al-Futtaim (MFA), opened its 22nd store in Nyali, Mombasa, solidifying its presence in the coastal region.

Carrefour’s presence at Promenade Mall complements its existing stores at Centre Point Mall in Diani and City Mall Nyali.

Notably, Naivas strengthened its coastal position in October with the opening of its 99th store along Ronald Ngala Street in Tudor, Sabasaba, Mombasa County.

The aggressive expansion of both Naivas and Carrefour signifies an intensifying battle for market share in Kenya’s dynamic retail landscape.

As both chains continue their expansion plans, consumers can expect greater convenience, choice, and potentially, even more competitive pricing in the Kenyan supermarket space.

It is crucial to note that the fresh produce retail growth rate is at an all-time high. This growth rate, according to GlobeNewsWire, is underpinned by demand for fresh and healthy products by consumers.

Consequently, the global fresh fruits market size which was valued at USD 551.1 billion in 2021 is expected to expand at a compound annual growth rate (CAGR) of 3.6% from 2022 to 2028, according to a report by Grand View Research.

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