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Country Report

Kenya Flag Confectionery in Kenya

| Pages: 52

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Chocolate is still associated with high lifestyles by the majority of Kenyans, but the increasing middle class is gaining access to refrigeration facilities, thereby increasing chocolate sales.

COMPETITIVE LANDSCAPE

  • Cadbury Kenya Ltd is set to maintain its lead of chocolate confectionery in 2013 with value share of 37%. Cadbury is the owner of many of the most notable brands in chocolate confectionery in Kenya, including Cadbury Fudge, Mint Choc and Cadbury Dairy Milk. Cadbury’s chocolate confectionery product lines remain subject to considerable levels of advertising and this, coupled with the fact many of Cadbury’s brands have been available in Kenya for a long time and they are therefore easily identifiable in Kenya. Moreover, the reasonable pricing of Cadbury’s chocolate confectionery means that they are relatively affordable for Kenyan people of all income segments.

PROSPECTS

  • Chocolate confectionery is slowly acquiring a new social status as a symbol of sweetness and hence it is considered a highly appropriate gift or component of a gift bag for loved ones. Moreover, the economy of Kenya is expected to grow, with the rising middle class boosting chocolate sales. Chocolate confectionery is predicted to record a constant value CAGR of 2% over the forecast period.

Gum

TRENDS

  • Gum is acquiring a new image shifting from a recreational product to more of a functional product used to freshen the breath, especially among middle-income and high-income consumer groups. This is one of the principal contributing factors to the growth being recorded in gum in Kenya, a trend which is likely to continue develop during the forecast period and beyond, in what is becoming an increasingly image-conscious society. The predicted current value growth rate for 2013 is 7%.

COMPETITIVE LANDSCAPE

  • In 2013, The Wrigley Co (East Africa) Ltd with 71% value share is set to lead gum with some competition from Lotte Confectionery Company Ltd with a predicted 14% value share.

PROSPECTS

  • Higher demand for gum is set to derive from higher numbers of working young adults regarding gum more as a functional product which freshens their breath as opposed to its previous image as an ordinary type of recreational confectionery. The increasing middle class and health campaigns against sugar intake will drive up the sales of sugar free gum.

Sugar Confectionery

TRENDS

  • Sugar confectionery witnessed in 2013 an increasing in store promotions particularly supermarkets and hypermarkets. Companies are also increasingly using colourful packages to attract the growing youthful population which constitutes a large majority of sugar confectionery consumers. Finally the practise among Kenya’s leading supermarkets to keep boiled sweets next to cash registers to serve as suitable products which can be purchased instead of receiving small coins in change continued in 2013. All of these factors contributed to a predicted 8% current value growth.

COMPETITIVE LANDSCAPE

  • Sugar confectionery is set to be led by Kenafric Industries and Kenya Sweets with predicted value shares of 3% and 2%, followed at a distance by Chupa Chups (Group) SA and Haribo GmbH & Co KG with shares of 2% and 1% respectively.

PROSPECTS

  • Rising health consciousness among the Kenyan population will have a negative impact on sugar confectionary sales. There is a tendency to have sugar reduced in many products.

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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 IN KENYA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018

GUM IN KENYA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2008-2013
  • Table 14 Sales of Gum by Category: Value 2008-2013
  • Table 15 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 17 NBO Company Shares of Gum: % Value 2009-2013
  • Table 18 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 19 Distribution of Gum by Format: % Value 2008-2013
  • Table 20 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 21 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2013-2018

SUGAR CONFECTIONERY IN KENYA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 25 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018

Packaged Food in Kenya - Industry Context

EXECUTIVE SUMMARY

Double digit value growth for packaged food sales in Kenya

The increasing middle class spurring packaged food growth

Bidco Oil Refineries Ltd remains the leader in packaged food

Modern outlets are the most popular for sales of packaged food

Good economic prospects but lesser impact on packaged food sales due to the new VAT on basic goods

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 51 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

MARKET INSIGHT - NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 61 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 71 Sales of Packaged Food by Category: Value 2008-2013
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 74 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 75 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 77 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 78 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 79 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 80 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 81 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Alfajores
        • 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 Free Gum
          • Sugarised 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
  • Pricing
  • Analysis by Type

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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