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Country Report

Kenya Flag Confectionery in Kenya

| Pages: 37

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Rising disposable incomes, a trend closely linked to the growing participation of women in the workforce, continued to boost consumer spending on chocolate confectionery in Kenya in 2015. At the same time, increased international travel and the adoption of Western habits by Kenyans continued to bolster occasional and festive consumption of chocolate confectionery products. Improvements in distribution via modern and traditional grocery retailer channels also helped to sustain the positive development of the category.

COMPETITIVE LANDSCAPE

  • Cadbury Kenya Ltd maintained its strong lead in chocolate confectionery in 2015 with a value share of 40%. The company’s Cadbury Fudge and Cadbury Dairy Milk were the first and second leading brands in the category in value sales terms, while its countlines brand Lunch Bar placed fourth. Snickers from Masterfoods Veghel BV (Netherlands) was the third leading brand overall.

PROSPECTS

  • Rising disposable incomes and growth in the number of middle income consumers in Kenya will continue to support the positive development of chocolate confectionery over the forecast period. The category will also continue to benefit from improvements in product distribution via modern grocery retailers outlets, particularly in urban residential areas. Growth in chocolate confectionery retail volume sales and value sales at constant 2015 prices will be further bolstered by increased investment in marketing campaigns and new product developments.

Gum

TRENDS

  • Sugar free chewing gum gained popularity in Kenya during the review period. This was partly due to improvements in retail distribution, but also the result of rising consumer awareness of the dental health benefits of such products. Demand was emerging from a low base as the local chewing gum market largely consists of sugarised gum.

COMPETITIVE LANDSCAPE

  • Wrigley continued to dominate gum in 2015 with an overall value share of 86%. Mondelez International Inc and Lotte Confectionery Co Ltd finished second and third respectively, with both claiming value sales shares of around 5%. Wrigley’s PK Gum, Doublemint and Wrigley's Extra were the top three brands overall. The company’s dominance was attributable to intensive marketing activities, affordable product pricing and its offering of a wide variety of brands.

PROSPECTS

  • Rising disposable incomes and further growth in the number of middle income earners in Kenya will continue to support the positive development of gum over the forecast period. The category will also benefit from improvements in product distribution, especially via modern grocery retailers outlets, increased marketing support for various brands and growing consumer appreciation for the oral health benefits of chewing gum. The latter trend will be particularly influential in bolstering consumption of sugar free products.

Sugar Confectionery

TRENDS

  • Children are the main consumers of sugar confectionery, hence strong population growth in Kenya continued to support robust growth in retail volume and current value sales for the category in 2015. The category also benefited from an expanding base of adult consumers, many of whom were attracted by mint-flavoured products positioned as being good for cough relief and maintaining fresh breath.

COMPETITIVE LANDSCAPE

  • Kenafric Industries maintained its leadership in sugar confectionery in 2015 with an overall value share of 21%. Chupa Chups (Grupo) SA ranked second with a value share of 14%, followed by Kenya Sweets Ltd with a 12% share.

PROSPECTS

  • Rising health consciousness will temper growth in sugar confectionery consumption over the forecast period, as Kenyans are becoming more aware of how a high sugar intake can contribute to the development of obesity, diabetes and other problems. This trend will be particularly evident among higher income earners, who can afford to be more discerning when it comes their diet.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Kenya?
  • What are the major brands in Kenya?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Confectionery in Kenya - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2010-2015
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2010-2015
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2010-2015
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2010-2015
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2011-2015
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2012-2015
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2010-2015
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2015-2020
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2015-2020
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2015-2020
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2015-2020

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2010-2015
  • Table 14 Sales of Gum by Category: Value 2010-2015
  • Table 15 Sales of Gum by Category: % Volume Growth 2010-2015
  • Table 16 Sales of Gum by Category: % Value Growth 2010-2015
  • Table 17 NBO Company Shares of Gum: % Value 2011-2015
  • Table 18 LBN Brand Shares of Gum: % Value 2012-2015
  • Table 19 Distribution of Gum by Format: % Value 2010-2015
  • Table 20 Forecast Sales of Gum by Category: Volume 2015-2020
  • Table 21 Forecast Sales of Gum by Category: Value 2015-2020
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2015-2020
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2015-2020

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2010-2015
  • Table 25 Sales of Sugar Confectionery by Category: Value 2010-2015
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2010-2015
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2010-2015
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2010-2015
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2011-2015
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2012-2015
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2010-2015
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2015-2020
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2015-2020
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2015-2020
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2015-2020

Packaged Food in Kenya - Industry Context

EXECUTIVE SUMMARY

Packaged food in Kenya achieves a steady growth in 2015

Product launches target the growing middle-income consumer class in 2015

Local manufacturers dominate packaged food in 2015

Modern retail outlets remain preferred channels for product distribution

Growth expected during the forecast period as income levels rise

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

MARKET DATA

  • Table 40 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 41 Sales of Packaged Food by Category: Value 2010-2015
  • Table 42 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 43 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 44 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 45 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 46 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 47 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 48 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 49 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 50 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 51 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 52 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Analysis by Type
  • Pricing
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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