In 2025, East Africa’s fastest-growing retail brands are rewriting the rules of shopping, customer experience, and regional expansion. From Kenya to Uganda and Tanzania, several supermarket and retail chains have not only expanded rapidly but also transformed how people shop across urban and rural markets. This article dives into the top retail brands setting the pace, their strategies, and why they matter.
1. Naivas Supermarket – Kenya’s Retail Titan
Naivas has maintained its top spot as Kenya’s largest and most aggressive retail chain. With over 100 branches countrywide in 2025, Naivas has consistently pushed boundaries through:
- Affordable pricing and frequent deals
- Fast-paced expansion to residential suburbs
- Strategic investments in digital shopping platforms
The retailer is now eyeing regional markets, including Uganda and Rwanda, solidifying its dominance.
2. Carrefour Kenya – Powered by Majid Al Futtaim
Carrefour’s entry into the East African market has reshaped retail standards. Known for international standards, Carrefour Kenya in 2025 offers:
- Wide product variety and import sections
- Self-checkout systems and loyalty programs
- Locations in major malls like The Hub, Village Market, and Westgate
Backed by Majid Al Futtaim, Carrefour is expanding into smaller towns to tap mid-income shoppers.
3. Quickmart – The Fastest Expanding Chain
After a successful merger with Tumaini, Quickmart has become a household name in Kenya. As of mid-2025, it operates over 70 branches and continues to grow with:
- 24-hour convenience store formats
- Strong fresh produce and deli sections
- Community-focused store locations
Quickmart’s slogan, “Fresh and Easy,” reflects its focus on customer needs and fast service.
4. Choppies Tanzania – Botswana’s Stronghold in East Africa
While relatively quiet in Kenya, Choppies has built a solid foundation in Tanzania. With dozens of branches in Dar es Salaam and Arusha, the retailer is known for:
- Affordable pricing for everyday goods
- Promotions tailored to local markets
- Efficient supply chain logistics in Tanzania
Choppies is now entering Rwanda and exploring supply partnerships in Uganda.
5. Village Supermarket – Uganda’s Rising Star
Based in Kampala, Village Supermarket has become one of Uganda’s most trusted retail brands. In 2025, its success is driven by:
- Smart pricing and membership discounts
- Urban-focused locations in Kololo, Kisaasi, and Muyenga
- Partnering with local farmers to supply produce
With expansion into Entebbe and Jinja, Village is redefining Uganda’s retail scene.
6. Cleanshelf Supermarket – Expanding Beyond Kenya
Originally from Kenya, Cleanshelf has expanded into Tanzania and Uganda by 2025. With a focus on:
- Spacious stores with local and international products
- Competitive pricing on bulk items
- Family-friendly in-store experiences
Cleanshelf’s regional strategy includes supply-chain integration and loyalty card systems.
7. Shoprite – A Comeback in Tanzania
Though Shoprite exited Kenya in 2021, the South African giant has doubled down in Tanzania and Zambia. In 2025:
- Shoprite runs flagship hypermarkets in Dar es Salaam and Dodoma
- Its bulk pricing model is attractive for middle-class households
- The brand is exploring re-entry into Kenya through strategic partnerships
8. Jumia Food Mart – The Online Retail Disruptor
While not a traditional supermarket, Jumia Food Mart is revolutionizing how East Africans buy groceries in 2025. With dark stores and express delivery in Nairobi, Kampala, and Kigali, Jumia offers:
- Next-day delivery for grocery and FMCG products
- Flash sales and app-exclusive discounts
- Digital convenience for urban youth and professionals
Its growing market share challenges traditional retailers to adopt e-commerce models.
9. Tuskys Revival Stores – Comeback Story
After a dramatic fall in 2020, Tuskys is gradually re-entering the market in 2025 with:
- Fewer but strategically located branches
- Focus on affordability and brand nostalgia
- Strong financial backing from private investors
While still limited, the Tuskys name is regaining traction in Nairobi and Nakuru.
10. Eastmatt – Small Format, Big Presence
Eastmatt has steadily grown by focusing on matatu and commuter-heavy zones. With branches along Thika Road, CBD, and Mombasa Road, their strengths include:
- Affordable, everyday household products
- Fast checkouts and easy access for low-income shoppers
- 2025 plans for expansion into Kisumu and Eldoret
Their proximity-based strategy pays off for quick daily shopping.
Trends Driving Growth in East African Retail
The surge of East Africa’s fastest-growing retail brands is driven by:
- Urbanization: Cities like Nairobi, Kampala, and Dar es Salaam continue to expand, creating demand for modern retail.
- Mobile payments & loyalty apps: M-Pesa and Airtel Money integration make shopping seamless.
- Supply chain innovation: Retailers invest in logistics and local sourcing to reduce costs.
- Consumer lifestyle shifts: More young consumers prefer branded stores over informal kiosks.
- Public-private partnerships: Governments are encouraging foreign investment in retail infrastructure.
What to Watch in 2025 and Beyond
With the African Continental Free Trade Area (AfCFTA) reducing regional tariffs, expect:
- More cross-border supermarket chains
- E-commerce grocery growth driven by AI and mobile
- A stronger emphasis on local produce and sustainable packaging
- Rising competition between Carrefour, Naivas, and new players like Game Stores and GlobalMart
Conclusion
East Africa’s retail space in 2025 is dynamic and fast-moving. From Naivas’ dominance to Jumia’s digital disruption, consumers are benefiting from improved services, competitive prices, and better product variety. As the region modernizes further, East Africa’s fastest-growing retail brands will shape the shopping habits of over 300 million people. Whether you’re a shopper, investor, or entrepreneur, keeping an eye on these brands is a smart move.
Article Summary Table
| Retail Brand | Country | Notable Strength | 2025 Development |
|---|---|---|---|
| Naivas | Kenya | Aggressive expansion, pricing | Over 100 stores |
| Carrefour | Kenya | Tech-driven, variety | Expanding to more towns |
| Quickmart | Kenya | Convenience focus | 70+ branches |
| Choppies | Tanzania | Localized pricing | Growing across Tanzania |
| Village Supermarket | Uganda | Urban presence | Expanding in Uganda |
| Cleanshelf | Kenya/TZ/UG | Affordable and accessible | Cross-border expansion |
| Shoprite | TZ & Zambia | Bulk pricing | Tanzanian hypermarkets |
| Jumia Food Mart | Region-wide | Fast delivery, digital only | Market disruptor |
| Tuskys Revival | Kenya | Comeback via investor backing | Targeted re-launch |
| Eastmatt | Kenya | Proximity model | Branches in urban zones |