Kenya’s retail landscape continues to evolve in 2025, with supermarket chains expanding aggressively across urban and peri-urban areas. From international giants to homegrown brands, supermarkets have become integral to Kenyan life — offering groceries, electronics, clothing, and fast-moving consumer goods all under one roof.
In this article, we spotlight the top 10 supermarket chains in Kenya based on number of branches, market share, customer service, digital innovation, and nationwide reach.
1. Naivas Supermarket
Naivas remains the undisputed leader among supermarket chains in Kenya in 2025. With over 105 outlets across the country, Naivas has cemented its dominance through rapid expansion, aggressive pricing, and a focus on quality.
- Strengths: Strong supply chain, competitive pricing, strategic urban and rural location targeting.
- Innovations: Naivas Online, click-and-collect options, integrated loyalty programs.
2. Quickmart
Quickmart holds a solid second place with 80+ branches and growing. The retailer has carved a niche in offering neighborhood convenience, making it a favorite among urban shoppers.
- Strengths: 24-hour store model, quality customer service, efficient store layouts.
- 2025 Developments: Opened stores in Mandera, Nyeri, and Machakos; rolled out same-day delivery services.
3. Carrefour Kenya (Majid Al Futtaim)
Carrefour continues to disrupt the Kenyan market with its high-end appeal and efficient technology integration. As of 2025, the brand operates 25 outlets, primarily in Nairobi, Mombasa, and Kisumu.
- Strengths: High-quality imported goods, self-checkout technology, responsive customer care.
- New: Expanded its private label offerings and launched Carrefour mobile app 3.0.
4. Chandarana Foodplus
Chandarana Foodplus stands out for its quality, clean store experience, and premium product range. It currently operates 28 branches in major towns like Nairobi, Eldoret, and Nakuru.
- Strengths: Focus on imported goods, wine sections, and health-conscious items.
- Target market: Affluent and middle-class urban consumers.
5. Cleanshelf Supermarket
Cleanshelf remains a strong regional player, especially in Central and Eastern Kenya. With 15 branches as of 2025, it continues to focus on affordable pricing and locally sourced goods.
- Strengths: Efficient inventory turnover, community-focused promotions.
- Recent Moves: Invested in solar-powered branches to reduce energy costs.
6. Eastmatt
Primarily focused on Nairobi and its environs, Eastmatt’s 12+ outlets have gained traction in commuter towns. Known for budget shopping and proximity to transport hubs.
- Strengths: Affordability, localized stock keeping.
- 2025 Focus: Digital POS upgrades and loyalty card integration.
7. Society Stores
Society Stores continues to thrive in satellite towns such as Thika, Limuru, and Meru. The chain runs 8 outlets and is known for its personalized customer service.
- Strengths: Family-run model, focus on FMCG partnerships.
- New in 2025: Partnered with local farmers for direct fresh produce supply.
8. Tumaini Supermarket
A fast-rising budget-friendly chain, Tumaini has expanded to over 10 branches, primarily in Nairobi. With its merger with Quickmart fully integrated, Tumaini serves as a discount model extension.
- Strengths: Low-cost operations, densely located urban stores.
- Latest Trends: Piloted cashless-only stores in city centers.
9. Woolmatt Supermarket
Woolmatt remains a major player in Nairobi’s Central Business District and Kikuyu areas. It operates under 10 stores, but enjoys high foot traffic due to strategic positioning.
- Strengths: Competitive pricing, extensive electronics and clothing section.
- 2025 Update: Launched loyalty tokens system for repeat shoppers.
10. Mathai Supermarket
This family-owned chain is a household name in Nakuru, Kiambu, and Nairobi. With 7+ outlets, Mathai has built a loyal customer base through local pricing and familiar branding.
- Strengths: Heavy investment in local staff, affordability, quick restocking.
- 2025 Plans: Expanding to Narok and Kericho counties.
Retail Trends Shaping Kenya’s Supermarket Industry in 2025
As these chains battle for market dominance, several key trends are shaping the retail industry:
1. Digital Retail Integration
From mobile apps to digital loyalty cards and e-commerce platforms, supermarkets are embracing digital tools to enhance the customer journey.
2. Sustainability Initiatives
Solar-powered stores, plastic bag bans, and eco-friendly packaging are now mainstream, driven by climate-conscious consumers.
3. Fresh Produce Direct Sourcing
Supermarkets are shortening supply chains by working directly with Kenyan farmers, ensuring freshness and supporting local agriculture.
4. Regional Expansion
Brands are moving beyond Nairobi into Tier II and III towns, expanding access and reducing logistics costs.
5. Rise of Private Labels
From Naivas-branded sugar to Carrefour’s full line of pantry essentials, private-label products are on the rise for affordability and brand loyalty.
Conclusion: Who Really Dominates?
While Naivas, Quickmart, and Carrefour dominate in market size, other chains like Chandarana, Eastmatt, and Cleanshelf are carving their own niches. The Kenyan supermarket sector in 2025 is vibrant, competitive, and tech-driven — with customer experience, convenience, and price playing central roles.
Shoppers are no longer loyal to just one brand — and supermarket chains that offer flexibility, innovation, and ethical practices will continue to dominate in the coming years.