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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

Concentrates in Kenya

Concentrates remains a small category within Kenya, and it is showing steady growth from a low base. Parents normally add concentrated drinks to their children’s lunch packs for school, as it is a more affordable alternative than juice. Concentrated...

Feb 2015 | US$900 | Add to cart | View details

Country Report

Juice in Kenya

Kenyans are increasingly responding positively to products deemed to provide health benefits across all juice categories, with fresh juice being largely preferred. The positivity translates into increased consumer demand for juice. Juice products in ...

Feb 2015 | US$900 | Add to cart | View details

Country Report

Soft Drinks in Kenya

Soft drinks once again posted positive current value growth in 2014 despite prevailing internal insecurity issues that have led to a rise in political temperatures in the country. Prolonged hot weather in the country, affordable product pricing and ...

Feb 2015 | US$1,900 | Add to cart | View details

Country Report

Bottled Water in Kenya

Given the limited access to safe drinking water in Kenya, bottled water sales remained strong in the country. A high number of households in Kenya, in both urban and rural areas, do not have access to safe drinking water. Local county authorities ...

Feb 2015 | US$900 | Add to cart | View details

Country Report

Carbonates in Kenya

Carbonated drinks in Kenya continue to enjoy consumer support, despite the fact that they are deemed unhealthy in comparison to other beverages such as juice or bottled water. Their continued support is due to their affordability in comparison to ...

Feb 2015 | US$900 | Add to cart | View details

Country Report

Other Hot Drinks in Kenya

Growth in this category was attributed to increased marketing activities among manufacturers during the year. In addition, higher disposable income among consumers and a growing health perception of various hot drink brands which are believed to help...

Feb 2015 | US$900 | Add to cart | View details

Country Report

Hot Drinks in Kenya

Whilst sales of hot drinks continued to increase in both value and volume terms in 2014, the growth was slower than it was the previous year. The increased adoption of western culture amongst working professionals, as well as increased urbanisation ...

Feb 2015 | US$1,900 | Add to cart | View details

Country Report

Tea in Kenya

Tea consumption in Kenya continued to grow steadily in 2014, largely due to continued marketing campaigns by KETEPA and Sasini Tea of their flagship brands, Fahari ya Kenya and Sasini tea, positioning them as products that are suitable for the whole ...

Feb 2015 | US$900 | Add to cart | View details

Country Report

Coffee in Kenya

There is a growing increase in the local consumption of coffee, especially among young working professionals. Coffee in Kenya has positioned itself as a premium product, with a growth in coffee shops in many urban centres and upper-income ...

Feb 2015 | US$900 | Add to cart | View details

Country Report

Tourism Flows Domestic in Kenya

Domestic tourism in Kenya was heavily affected by electioneering events in early 2013. During such periods, Kenyans are normally apprehensive of any movement except in areas where one is perceived to be acceptable politically. However, the message ...

Feb 2015 | US$900 | Pages: 10 | Add to cart | View details

Country Report

Tourism Flows Inbound in Kenya

Kenya saw an increase in number of arrivals in 2013, although growth was heavily affected by the threat of terrorism in the country. The situation was further worsened by an attack on Westgate Shopping Mall were 67 people were killed and subsequent ...

Feb 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Tourism Flows Outbound in Kenya

The number of outbound trips continued to increase in 2013 but at a marginally slower rate compared to the previous year following a long period of electioneering at the start of the year and then the threat of terrorism. Kenya Airways did not reduce...

Feb 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Tourist Attractions in Kenya

Increased awareness of Kenya’s historic sites has led to groups touring such places. For their part, the keepers of such sites have improved their care of these attractions following Kenya’s devolved government system which requires counties to ...

Feb 2015 | US$900 | Pages: 10 | Add to cart | View details

Country Report

Transportation in Kenya

The transportation industry in Kenya has been heavily influenced by the threat of terrorism and the shifting preferences of European visitors as a result of the economic crisis. As a result, Kenya and other African countries increasingly look to ...

Feb 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Travel Accommodation in Kenya

The Kenyan hotel industry posted a mixed performance in 2013. The category saw slow growth, mainly due to the increasing threat of terrorist attacks in Nairobi. Following the Westgate Shopping Mall attack, travel advisories from leading Western ...

Feb 2015 | US$900 | Pages: 13 | Add to cart | View details

Country Report

Travel Retail in Kenya

Travel retail witnessed slow growth in 2013 in terms of number of outlets but strong growth in current value terms as a high number of businesses sought long-term deals with travel retailers, offering many advantages despite high initial costs. ...

Feb 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Car Rental in Kenya

Kenya’s car rental market experienced growth of 7% in current value terms to reach KES 6.6 billion in 2013. Growth recorded can be attributed to positive economic growth and a surge in leisure and business tourism which utilises car rentals. ...

Feb 2015 | US$900 | Pages: 13 | Add to cart | View details

Country Report

Health and Wellness Tourism in Kenya

Health and wellness tourism in Kenya recorded current value growth of 8% in 2013 to reach sales of KES2.5 billion. The category saw the opening of two new outlets, one in the Masai Mara and another in the Mt Kenya/Aberdare region.

Feb 2015 | US$900 | Pages: 8 | Add to cart | View details

Country Report

Travel and Tourism in Kenya

Kenya’s tourism industry was heavily affected by the ever present threat of terrorism throughout 2013. The number of traditional tourists from the West dwindled following repeated travel advisories against visiting the Kenyan coast, a popular ...

Feb 2015 | US$1,900 | Pages: 67 | Add to cart | View details

City Review

Nairobi City Review

Home to numerous international organisations and companies, Nairobi's importance reaches far beyond Kenya's borders. The city's economy is becoming increasingly oriented towards services; a share of business services and commerce increased from 54% ...

Nov 2014 | US$650 | Pages: 22 | Add to cart | View details

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 | Pages: 211 | 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 | Pages: 50 | 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 | Pages: 45 | 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 | Pages: 46 | 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 | Pages: 46 | 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 | Pages: 45 | 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 | Pages: 49 | 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 | Pages: 47 | 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 | Pages: 47 | 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 | Pages: 46 | Add to cart | View details

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 | Pages: 46 | 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 | Pages: 46 | 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 | Pages: 46 | 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 | Pages: 51 | 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 | Pages: 45 | 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 | Pages: 47 | 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 | Pages: 60 | 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 | Pages: 45 | 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 | Pages: 47 | 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 | Pages: 48 | 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 | Pages: 46 | 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 | Pages: 46 | 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 | Pages: 47 | 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 | Pages: 50 | 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 | Pages: 60 | 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 | Pages: 64 | 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
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