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Country Report

Dried Processed Food in Kenya

| Pages: 40

Price: US$900

About this Report

Executive Summary

TRENDS

  • Sales of packaged dried processed food continue to be constrained by the wide availability of unpackaged alternatives. Rice is the dominant product area in dried processed food, accounting for an estimated 92% of volume and 87% of value sales in 2013. However, the bulk of rice sales in the country are of unpackaged rice, which is considerably cheaper.

COMPETITIVE LANDSCAPE

  • CP Intertrade is the leading player in dried processed food and is expected to account for almost 14% value share in 2013. This is solely due to the company's lead in rice, where it is expected to account for almost 16% value share in the year. The company offers the Royal Umbrella and Crescent brands of rice, which are expected to rank first and third in overall dried processed food in 2013 with 7% value share each. This Thai company has a long history in rice in Kenya and benefits from a wide distribution reach and consumer familiarity with its brands. The company also continues to invest in TV and billboard advertising, while its bulk packs appeal to cost-conscious consumers. Due to ongoing advertising support and an increase in the number of mid-income consumers, CP Intertrade's well-regarded brands are expected to gain share in 2013 over the previous year, with the company being expected to gain around half a percentage point in share.

PROSPECTS

  • Rice is expected to benefit from strong government and foreign investment during the forecast period. Production is expected to benefit from strong investment in irrigation projects, with the government also planning to issue research grants related to rice. The cornerstone of Kenya's rice strategy is however IR522, a type of rice developed by the Kenya Agriculture Institute in partnership with the International Rice Research Institute in the Philippines. IR522 reportedly requires 70% less water to grow in comparison to most rice varieties, thus requiring less irrigation and reducing costs. This new strain also has at least 40% more protein content than most Asian and African strains of rice, while producing large yields. An estimated 45,000 tonnes of this rice were produced in 2013, with production volume being expected to rise rapidly during the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dried Processed Food 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 Dried Processed Food industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dried Processed Food 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 Dried Processed Food in Kenya?
  • What are the major brands in Kenya?
  • Are consumers in emerging markets moving from unpackaged to packaged rice?
  • How will the lingering spectre of commodity price volatility impact rice retail prices and sales performance?

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

Dried Processed Food in Kenya - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Dried Processed Food by Category: Volume 2008-2013
  • Table 2 Sales of Dried Processed Food by Category: Value 2008-2013
  • Table 3 Sales of Dried Processed Food by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Dried Processed Food by Category: % Value Growth 2008-2013
  • Table 5 NBO Company Shares of Dried Processed Food: % Value 2009-2013
  • Table 6 LBN Brand Shares of Dried Processed Food: % Value 2010-2013
  • Table 7 Distribution of Dried Processed Food by Format: % Value 2008-2013
  • Table 8 Forecast Sales of Dried Processed Food by Category: Volume 2013-2018
  • Table 9 Forecast Sales of Dried Processed Food by Category: Value 2013-2018
  • Table 10 Forecast Sales of Dried Processed Food by Category: % Volume Growth 2013-2018
  • Table 11 Forecast Sales of Dried Processed Food 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 12 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 15 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 16 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 17 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 18 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 19 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 20 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 21 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 22 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 23 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 24 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 25 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 26 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 27 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 28 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 29 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 30 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 31 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 32 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 33 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 34 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 35 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 36 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 37 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 38 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 39 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 40 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 41 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 42 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 43 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 44 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 45 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 46 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 47 Sales of Packaged Food by Category: Value 2008-2013
  • Table 48 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 49 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 50 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 51 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 52 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 53 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 54 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 55 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 56 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 57 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 58 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Dried Processed Food
    • Dehydrated Soup
    • Dessert Mixes
    • Dried Pasta
    • Dried Ready Meals
    • Instant Noodles
      • Cups/Bowl Instant Noodles
      • Pouch Instant Noodles
    • Instant Soup
    • Plain Noodles
    • Rice

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

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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