Kenyans now shopping less as prices of basic goods rise

According to a new survey on consumer behaviour related to fast moving consumer goods (FMCG) by London based data analytics and brand consulting firm Kantar, the frequency of shopping fell by four percent across 2021.

At the same time, the volume of purchases per trip for FMCG goods was down by one per cent in the same period.

On the flipside, spending per trip and the average price per item bought has gone up by four and five per cent respectively to mirror the higher prices for goods and services across the year.

According to data from the Kenya National Bureau of Statistics (KNBS), the consumer price index rose by 10.3 per cent between February 2020 to 118.2 points in December from 107.2 points, a reflection of the gradual rise in the cost of basic goods.

Across 2021, the cost of food and nonalcoholic beverages, transport and energy rose at the sharpest rate of 9.1, 8.1 and 6.3 per cent respectively.

Kenyans also cut trips to purchase personal care goods such as deodorants, toothpaste and lotions at the sharpest rate of 10 per cent in the period.

The frequency of trips to purchase food was down by five percent in 2021 from 2020 with common food items covering sugar, pastries, flour and breakfast cereals.

The frequency of trips to purchase home care items such as laundry powder and toilet cleaners was also down by four per cent.

The purchase of beverages including coffee, water, tea and juices defied the trend by remaining unchanged year over year in 2021.

According to the survey, food items have recorded the sharpest rise in average price per item in the period at 19 per cent.

The survey deploys shopping behaviour of seven million households in the country across an estimated 45 FMCG categories.

Consumer prices and the cost of living have continued to rise by an even faster rate in 2022 partly as an effect of swelling commodity prices worldwide on sustained supply-chain constraints and as an impact of the Russia-Ukraine war.

Data from KNBS shows inflation stood at 5.6 per cent in March, the highest rate since December last year.

The next inflation print which is out later on Thursday is expected to be higher from a further jump in fuel prices this month.