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 Market Research for Kenya

Euromonitor publishes reports on industries, consumers and demographics in Kenya.

  • Industry specific reports offer insight into market size and market share in Kenya; as well as industry trends in each specific industry.
  • The Consumer Lifestyles in Kenya report examines national lifestyle habits, ranging from health and living standards, income and earning patterns, eating and drinking habits, to home ownership trends.
  • Kenya in 2030: The Future Demographic contains information on long term population changes, population by gender, consumer segment: babies, infants, toddlers, children, tweenagers, teenagers, studying age, young-adults, middle-aged adults, and the elderly.

View our Kenya statistics factfile.

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Country Report

Packaged Food in Kenya

Packaged food is set to register single-digit current value growth in 2014, which can be attributed to rising disposable income, especially among the growing number of middle-income Kenyans. In addition, the rising adoption of Western culture as well...

Nov 2014 | US$6,500 | Add to cart | View details

Country Report

Sauces, Dressings and Condiments in Kenya

The modern Kenyan is continuously moving towards some usage of herbs as a way of health consciousness, but has remained guarded in terms of heavy usage of the same. With the rising cost of industrially-manufactured medicine, people have taken keen ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Soup in Kenya

Soup suffers mistrust from consumers. Kenyans are traditionally used to having soup by the roadside and in particular at rehabilitation centres as well as drinking establishments. In other words, soup was always associated with people who were ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Sweet and Savoury Snacks in Kenya

Sweet and savoury snacks is still being treated as a luxury food category with most consumers assumed to be youths and teenagers, in particular, females. However, the category was affected by the government taxation on foods thereby raising prices ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Noodles in Kenya

Kenya’s packaged food market experienced slow growth in 2013 due to poor supplies in the market. Despite these supply challenges, noodles sales witnessed positive growth throughout the review period, recording a 19% current value growth to reach ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Pasta in Kenya

The category is bound to suffer from poor availability and low advertising for promotional purposes as witnessed in 2013. However, pasta is heading towards a competitive phase with new products expected to come to the market as more Kenyans try to ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Frozen Processed Food in Kenya

The majority of Kenyan consumers tend to prefer fresh foods rather than frozen processed food. Fresh food are comparably cheaper and regarded as tastier and healthier. Frozen processed food category has a bad reputation for getting spoiled quickly, ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Canned/Preserved Food in Kenya

Canned/preserved food in Kenya continues to be plagued by the inherent mistrust that the majority of Kenyans have for canned/preserved food, with some categories such as canned/preserved beans enjoying more trust and thus higher demand than ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Chilled Processed Food in Kenya

Kenya’s chilled processed food category is expected to experience positive growth in value in 2014. Growth for chilled processed food continues to be boosted by the increasing investment in refrigeration in the retail industry during the review ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Dried Processed Food in Kenya

Rice is consumed by consumers of all income levels in Kenya, the category remains the dominant category within Kenya dried processed food category. Rice is considered to be one of the main staple foods in Kenya, after ugali (papl) and wheat, and is ...

Nov 2014 | US$900 | Add to cart | View details

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Nov 2014 | View details
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Country Report

Biscuits in Kenya

Plain biscuits is set to remain the biscuits category with the strongest growth during 2014 as this is a category with a very wide variety of products on offer. Whilst biscuit consumption is expected to have risen over the course of 2014, the ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Kenya

The consumption of breakfast cereals is growing in Kenya and this can be attributed to cultural changes, growth in the numbers of middle-income consumers in the country and growing disposable income levels as well as increased levels of awareness of ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Ice Cream in Kenya

Consumption of ice cream is on the rise in Kenya and retail sales increase in current value by 8% in 2014. Much of this growth can be attributed to proliferation of ice-cream parlours within the growing number of shopping centres in the country, ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Oils and Fats in Kenya

Despite the growing trend towards packaged food products which promote health and wellness, the consumption of oils and fats remains high in Kenya. The products in the category are both affordable and versatile and are commonly used among the ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Snack Bars in Kenya

Nov 2014 | US$900 | Add to cart | View details

Country Report

Spreads in Kenya

Spreads continued to perform well in Kenya during 2014, rising in current value by 8%, a slightly better performance than the 7% current value growth registered in the category during 2013. The relatively slow growth recorded in the category towards ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Baked Goods in Kenya

Baked goods in Kenya is a category which has been recording tremendous growth in recent years, with supermarkets leading the way with unpackaged/artisanal bread. Uchumi was the pioneer in terms of the in-house baking of bread and cakes in its retail ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Bakery in Kenya

Bread remains popular among Kenyans and for this reason the leading producers of packaged/industrial bread are set to be the leading companies in baked goods in 2014. Mini Bakeries (NRB) Ltd leads the category (trailing artisanal/ unpackaged baked ...

Nov 2014 | US$1,900 | Add to cart | View details

Country Report

Gum in Kenya

In Kenya, gum is positioned as a product for those who care about their image. For this reason, functional gum remains the major focus of the companies operating in the category, with functions such as freshening the breath and preventing dental ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Other Dairy in Kenya

Oct 2014 | US$900 | Add to cart | View details

Country Report

Sugar Confectionery in Kenya

Sugar confectionery is expected to continue witnessing positive current value growth in 2014 and this can be attributed to the increasingly wide variety of products available in the category, as well as innovative packaging in categories such as ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Yoghurt and Sour Milk Products in Kenya

Fermented sour milk, known in Kenya as mala, recorded a considerable increase in consumption towards the end of the review period and for this reason sales of yoghurt and sour milk products continued to perform well in the country during 2014. The ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Baby Food in Kenya

Sales of prepared baby food remain negligible in Kenya due to the unaffordable nature of these products, especially for low-income and middle-income consumers. These consumers tend to prefer to cook and mash vegetables to make their own baby food, ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Cheese in Kenya

Cheese consumption is growing in Kenya, especially among the country’s rising number of middle-income consumers. This can be attributed to changing cultures with many households as they adopt more Western ways of life. This means growing interest in ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Chocolate Confectionery in Kenya

Sales of chocolate confectionery are growing in Kenya as the consistent adoption of Western culture and habits remains a major influence over the country’s eating culture. In Western culture, there is a very strong association between chocolate ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Drinking Milk Products in Kenya

Unpackaged milk comprises the bulk of milk consumed in Kenya, with many of the country’s milk producers selling their products directly to institutional customers and end consumers. Informal sales of unpackaged milk accounts for around 88% of total ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Confectionery in Kenya

Cadbury Kenya Ltd is expected to maintain its leading position in chocolate confectionery in 2014 with a value share of 33%. Cadbury is the owner of many of the most notable brands in chocolate confectionery in Kenya, including Cadbury Fudge, Mint ...

Oct 2014 | US$1,900 | Add to cart | View details

Country Report

Dairy in Kenya

New Kenya Co-operative Creameries Ltd is expected to remain in the leading position in cheese in Kenya in 2014, offering five varieties of cheese. The popularity of these brands is due to the company’s widespread distribution network, its solid ...

Oct 2014 | US$1,900 | Add to cart | View details

Country Report

Alcoholic Drinks in Kenya

Total volume sales of alcoholic drinks experienced steady growth in 2013, showing an improvement in comparison to the previous year. This was further supported by the fact that the middle-class continues to grow every year, giving rise to more ...

Sep 2014 | US$1,900 | Pages: 62 | Add to cart | View details

Country Report

Rtds/High-Strength Premixes in Kenya

Growth in the number of financially independent women in the country increased in line with growth of the middle-class during 2013. These women accounted for a large majority of the females found in bars and restaurants at any given time. This means ...

Sep 2014 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Spirits in Kenya

In a bid to curb illicit brew production in Kenya, the government encouraged local beer manufacturers to produce healthy spirits brands at affordable prices. This saw East African Breweries launch a new spirit in the market, Jebel Special, targeted ...

Sep 2014 | US$900 | Pages: 32 | Add to cart | View details

Country Report

Wine in Kenya

Overall wine consumption in Kenya grew by 5% during 2013. The growth rate was higher than in the previous year. The growth in wine consumption was largely driven by the growing middle-class population in Kenya. Other factors such as increased product...

Sep 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Beer in Kenya

Men remain the largest consumers of beer in the market, but during 2013 there is a trend of an increasing number of female consumers of beer, who have high disposable income. Brands such as Tusker Lite and Castle Lite were targeted towards the female...

Sep 2014 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Cider/Perry in Kenya

Cider consumption in Kenya remained low, with consumers not aware of the cider products available in the market. Little to no advertising was carried out during the year, leading to little knowledge about the product, and overall low growth levels in...

Sep 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Dishwashing in Kenya

Even though more people are increasingly using dishwashing products, the tendency has been to apply laundry detergent, like powder and soap, to wash dishes instead, which is the norm in most households. Corporate offices and a few consumer ...

Jul 2014 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Laundry Care in Kenya

Most households do not use a single laundry product and normally resort to mixing for example, a single wash with a bar detergent and another with standard powder detergent. Thus, instead of using stain removers, home helps soak fabrics in powder ...

Jul 2014 | US$900 | Pages: 15 | Add to cart | View details

Country Report

Home Care in Kenya

The Kenyan market for home care products saw a large increase, with a great many local producers securing a place for their products in more distribution channels. Even though taxation has affected the purchasing power of consumers, Kenyans have ...

Jul 2014 | US$2,400 | Pages: 46 | Add to cart | View details

Country Report

Surface Care in Kenya

The key trend in the country has been for people to use alternative products apart from those designated as surface care products, but there is continuing awareness of the category. 2013 growth was slower than that of 2012 and this is attributed to ...

Jul 2014 | US$900 | Pages: 12 | Add to cart | View details

Country Report

Air Care in Kenya

All categories witnessed a slump compared to 2012 but the best performance was witnessed in gel air fresheners with a noted 14% growth and this is attributed to the continued modern housing boom that is the dream of every Kenyan citizen. Modern ...

Jul 2014 | US$900 | Pages: 12 | Add to cart | View details

Country Report

Bleach in Kenya

Even though bleach is necessary, especially for stain removal, many users have been turning to alternatives thus slowing down the growth of bleach. The value growth rate in 2013 was slower at 9% as compared to 2012 when an increase of 10% was ...

Jul 2014 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Polishes in Kenya

More people are using polish, in particular, shoe polish, as consumers turn their backs on substitute products.

Jul 2014 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Toilet Care in Kenya

Modern housing expansion has dictated the use of toilet care products and this has been on the increase with many households having at least one liquid toilet care product.

Jul 2014 | US$900 | Pages: 12 | Add to cart | View details

Country Report

Home Insecticides in Kenya

The key trend has been usage of a combination of some of the categories, although coils has been receiving negative campaigns.

Jul 2014 | US$900 | Pages: 12 | Add to cart | View details

Global Briefing

Sub-Saharan Africa How to Maximise Tourism Potential

Sub-Saharan African tourism has grown by an average of 4.3% per year since 2008, outpacing the global average of 3.2%, this growth is expected to continue reaching over 45 million arrivals by 2018. Increased FDI, new trade partnerships, access to ...

Jul 2014 | US$1,200 | Pages: 37 | Add to cart | View details

Country Report

Bath and Shower in Kenya

Growing interest in natural products has led to manufacturers incorporating natural ingredients such as aloe vera, coconut, shea butter, and honey, with the aim of promoting use and maintaining customer loyalty.

Jul 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Colour Cosmetics in Kenya

During 2013, many players entered this category and strategic partnerships were established. Nakumatt Holdings Limited and Revlon entered into a franchise deal, as part of the former’s new cosmetics division, as it launches into the colour cosmetics ...

Jul 2014 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Deodorants in Kenya

Roll-ons continued to be the preferred deodorant format in the Kenyan market. The products are easy to use, affordable, and widely available, all of which contribute to growth of this deodorant format.

Jul 2014 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Depilatories in Kenya

Procter & Gamble launched a new brand of Gillette male and female razors and blades during 2013 in Kenya. The brand known as Fusion, is meant to compete with the Mach 3 brand, positioning itself as a product that gives a smoother, cleaner shave with ...

Jul 2014 | US$900 | Pages: 16 | Add to cart | View details

Country Report

Fragrances in Kenya

During 2013, fragrances grew by 4% in current value terms, on the previous year. This was mainly due to increased focus on personal grooming among the urban population, especially women. Fragrances are also more widely available with many perfume ...

Jul 2014 | US$900 | Pages: 18 | Add to cart | View details
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