Naivas has emerged as Kenya’s dominant supermarket chain as new industry data shows it commands nearly a third of the country’s modern grocery market, ahead of rivals Quickmart and Carrefour.
The figures are contained in Quick Mart PLC’s Initial Public Offering (IPO) information memorandum, which cites data from Sagaci Research.
The report shows market leader Naivas commands a 31 per cent share of supermarket sales, followed by Quickmart at 15 percent and Carrefour at 14 percent.
The latest data confirms Naivas’ position as Kenya’s biggest supermarket chain, extending its lead over competitors in a market that has changed significantly following the exit of former retail giants such as Nakumatt and Tuskys.
The report also shows that Kenya’s modern grocery retail market is increasingly concentrated among a small number of large operators, while the rest of the market is shared by smaller supermarket chains.
How Market Share Is Distributed
Besides the top three players, Magunas holds six per cent of the market while Foodplus accounts for four per cent. The remaining 29 per cent is shared among other retailers operating across the country.
Also Read: World Bank Commits KSh78 Billion to Upgrade 536km of Roads in 7 Kenyan Counties
According to the information memorandum, the concentration of sales among a few supermarket chains has made the sector one of the most competitive segments of Kenya’s retail industry.
Naivas has built the largest footprint in the market with more than 100 stores nationwide.
Investor disclosures by IBL Group, a shareholder in Naivas, show the retailer operated 108 stores and recorded about Ksh114 billion in sales in the year ended June 2025, maintaining its position as Kenya’s largest supermarket chain.
Quickmart, which launched operations in Nakuru in 2006, has expanded to more than 70 outlets across 16 counties.
The retailer says it serves about five million customers every month through its nationwide network.
Carrefour, operated in Kenya by Majid Al Futtaim, has also expanded steadily over the years and remains one of the country’s largest supermarket operators.
Growth Opportunities Remain
Despite the dominance of the leading chains, the report indicates that modern retail still accounts for a relatively small share of Kenya’s overall retail market.
The information memorandum estimates Kenya’s retail market at about Ksh3 trillion, with modern retail accounting for roughly Sh400 billion.
Grocery modern trade penetration stands at about 24 per cent, suggesting that a large share of consumers still rely on informal traders, neighbourhood shops and open-air markets for their daily purchases.
The report notes that informal retailers continue to attract customers through flexible pricing, smaller packaging options and access to credit in some communities.
At the same time, the number of modern retail outlets has continued to grow.
The memorandum shows supermarket and modern retail stores increased from 339 in 2020 to about 520 in 2025, reflecting continued investment in the sector.
Also Read: KDF Issues Clarification on Recruitment Notices for 2026
According to the report, competition is most intense in Nairobi and its suburbs, while regional towns remain comparatively underserved, making them attractive targets for expansion by supermarket chains.
The Rise of Naivas
Naivas was founded in July 1990 in Rongai, Nakuru County, as a small family-owned shop by the late Peter Mukuha and his sons, David Kimani Mukuha and Simon Gashwe Mukuha.
The business initially operated as Gitwe General Stores before becoming Rongai Self Service Stores and later adopting the Naivas brand.
The founders had previously worked for their uncle, Joram Kamau, the founder of Tuskys, before taking over one of his stores and building it into their own retail venture.
Naivas’ expansion began in 1994 with the opening of a second branch in Elburgon.
It entered Naivasha in 1996 before moving into Nairobi in 2001 with its first outlet on Ronald Ngala Street.
Follow our WhatsApp Channel and X Account for real-time news updates.
