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Country Report

Kenya Flag Tea in Kenya

| Pages: 15

Price: US$900

About this Report

Executive Summary

TRENDS

  • Total volume sales grew by 2% in 2013. A stronger performance was hampered by increasing competition from other hot drinks such as coffee. However, sustained promotional campaigns from the Tea Board of Kenya and intensive brand promotion in retail outlets succeeded in driving sales.

COMPETITIVE LANDSCAPE

  • Kenya Tea Packers Ltd (Ketepa) continued to dominate the category in 2013 with a retail value share of 82%. The company has been present in the Kenyan market for over 30 years, building up a steady and loyal following for its flagship black tea brand Fahari ya Kenya. Worth noting are the small players focused on health-based teas, such as Pure Health Products Ltd, which produces flavoured teas using natural mixes of herbs, spices and extracts.

PROSPECTS

  • It is expected that tea will achieve a total volume CAGR of 2% over the forecast period. Growth will be down to the expected development of fruit/herbal tea over the next five years, mainly because of its medicinal properties and companies’ efforts to promote it through advertising in the media as well as providing samples for consumers to try.

Samples (FAQs about samples):

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Overview

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

The Tea 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 Tea in Kenya?
  • What are the major brands in Kenya?
  • Is loose leaf tea available in Kenya?
  • Is there a shift from unpackaged to packaged tea in Kenya?
  • Is there a market for tea pods in Kenya?
  • What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in Kenya?
  • How are market trends changing in flavours/types for fruit/herbal and other tea?

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 Hot Drinks market research database.

Table of Contents

Tea in Kenya - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Retail Sales of Tea by Category: Volume 2008-2013
  • Table 2 Retail Sales of Tea by Category: Value 2008-2013
  • Table 3 Retail Sales of Tea by Category: % Volume Growth 2008-2013
  • Table 4 Retail Sales of Tea by Category: % Value Growth 2008-2013
  • Table 5 NBO Company Shares of Tea: % Retail Value 2009-2013
  • Table 6 LBN Brand Shares of Tea: % Retail Value 2010-2013
  • Table 7 Forecast Retail Sales of Tea by Category: Volume 2013-2018
  • Table 8 Forecast Retail Sales of Tea by Category: Value 2013-2018
  • Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2013-2018
  • Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2013-2018

Hot Drinks in Kenya - Industry Context

EXECUTIVE SUMMARY

Hot drinks continues to perform well in 2013

Healthier hot drinks remain popular

On-trade outlets becoming fashionable for hot drinks

Kenya Tea Packers Ltd (Ketepa) remains the leading player in hot drinks

Positive growth expected over the forecast period

MARKET DATA

  • Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2008-2013
  • Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2008-2013
  • Table 13 Retail Sales of Hot Drinks by Category: Volume 2008-2013
  • Table 14 Retail Sales of Hot Drinks by Category: Value 2008-2013
  • Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2008-2013
  • Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2008-2013
  • Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2008-2013
  • Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2008-2013
  • Table 19 Total Sales of Hot Drinks by Category: Total Volume 2008-2013
  • Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2008-2013
  • Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2009-2013
  • Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2010-2013
  • Table 23 Retail Distribution of Hot Drinks by Format: % Volume 2008-2013
  • Table 24 Retail Distribution of Hot Drinks by Format and Category: % Volume 2013
  • Table 25 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
  • Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
  • Table 27 Forecast Retail Sales of Hot Drinks by Category: Volume 2013-2018
  • Table 28 Forecast Retail Sales of Hot Drinks by Category: Value 2013-2018
  • Table 29 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
  • Table 30 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
  • Table 31 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
  • Table 32 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
  • Table 33 Forecast Total Sales of Hot Drinks by Category: Total Volume 2013-2018
  • Table 34 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Tea
    • Black Tea
      • Black Standard Tea
        • Loose Black Standard Tea
        • Tea Bags Black Standard
      • Black Speciality Tea
        • Loose Black Speciality Tea
        • Tea Bags Black Speciality
    • Fruit/Herbal Tea
    • Green Tea
    • Instant Tea
    • Other Tea

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
  • Off-trade vs On-trade

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 cups volume
  • Retail cups volume % growth
  • Retail cups volume per capita
  • Foodservice cups volume
  • Foodservice cups volume % growth
  • Foodservice cups volume per capita
  • Total cups volume
  • Total cups volume % growth
  • Total cups volume per capita
  • Retail brewed volume
  • Retail brewed volume % growth
  • Retail brewed volume per capita
  • Foodservice brewed volume
  • Foodservice brewed volume % growth
  • Foodservice brewed volume per capita
  • Total brewed volume
  • Total brewed volume % growth
  • Total brewed volume per capita

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