Market research on consumer products, commercial industries, demo...
Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Kenya. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.
Coffee in Kenya showed another impressive performance in 2023, with total volume sales increasing at a faster rate than in 2022 and the fresh and instant categories both posting healthy growth at the retail and foodservice levels. These results were…
Wound care exhibited modest volume growth in 2023. In the inflationary climate, local brands have emerged as the preferred choice for consumers in lower income brackets, owing to their affordability and accessibility through traditional distribution…
Weight loss supplements accounted for the largest proportion of sales in 2023, partly due to the wider availability of brands and higher unit prices compared to slimming teas. With the rising cost of living, consumers are shifting their expenditure…
Vitamins is witnessing healthy volume growth in 2023 despite high inflation. Rising health consciousness in Kenya, which was bolstered by the pandemic, is leading to increased demand for vitamins. Multivitamins are one of the most popular products,…
In Kenya, sports nutrition is rapidly advancing and enjoyed robust current value growth in 2023. This momentum is driven by the rising health and wellness trend, with individuals increasingly acknowledging the importance of a healthy lifestyle and…
When the health of their children is concerned, Kenyan parents are generally hesitant to take risks and experiment with new brands. They tend to adhere to established brands that have undergone thorough testing and come highly recommended by medical…
Despite the increased use of systemic medication, herbal/traditional products are popular among Kenyans and are available through both formal and informal channels. In some instances, herbal/traditional products are perceived as more effective than…
Digestive remedies continues to witness value growth in 2023, aided by inflationary-led price increases. An ageing population is also supporting volume sales as older people are more likely to have digestive problems. However, unhealthy diets are…
There is a growing awareness of the significance of a balanced diet and the role that dietary supplements can play in addressing deficiencies. Lifestyle changes, longer work hours and a lack of time for nutritious meal preparation are prompting more…
While overall consumer awareness of skin diseases and infections is increasing in Kenya, there remain areas where stigma persists, creating a reluctance among consumers to seek help. For instance, vaginal antifungals are linked to the stigma of…
A prevalent issue in cough, cold and allergy (hay fever) remedies is the misuse of cough syrups, often through self-medication with OTC products. To address this concern, a regulatory framework has been implemented restricting the distribution of…
Consumer health is expected to register healthy current value growth in 2023, although constant value growth is expected to grow only marginally. Kenyans are moving away from seeking healthcare services at hospitals and are keen to self-medicate,…
Analgesics experienced a rise in unit prices due to inflationary pressure, which pushed up the price of imported medications and locally-produced options. Current value growth accelerated in 2023 as a result of this trend. Brand loyalty remains…
In 2023, the Kenyan staple foods market is navigating through a period of high food inflation, leading to significant increases in unit prices. This economic environment has prompted consumers to prioritise essential grocery items while curtailing…
In Kenya, rice and instant noodle pouches are recording robust volume growth in 2023, driven by consumers prioritising essential groceries amid rising food prices. The rice, pasta and noodles category overall is witnessing double-digit current value…
Processed meat, seafood, and alternatives to meat in Kenya is feeling the impact of the energy crisis resulting from the war in Ukraine, along with high inflation. While the overall category is seeing an increase in current value sales and volume…
Processed fruit and vegetables in Kenya is subject to several influencing factors in 2023. The ongoing drought has inadvertently boosted the performance of certain processed products, notably shelf stable tomatoes, as shortages in fresh produce…
The value growth in breakfast cereals market is predominantly attributed to rising unit prices rather than a significant increase in consumption. The ongoing Ukraine war has instigated an energy crisis, leading to heightened inflation globally. This,…
Baked goods in Kenya has experienced substantial unit price increases, particularly in bread, marked by strong double-digit growth. This escalation is primarily attributed to the heightened global wheat prices, a consequence of the ongoing…
Local brands such as Peptang and Zesta continue to maintain their dominant presence in sweet spreads. Their success can be attributed to their extensive distribution networks and competitive pricing when compared to imported products. These homegrown…