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Country Report

Kenya Flag Tea in Kenya

| Pages: 19

Price: US$990

About this Report

Executive Summary

TRENDS

  • Black tea output in 2015 was reduced due to drought, hence boosting its demand by nearly 43% according to Tea Brokers East Africa Ltd. At the same time, tea growers were asked to steer domestic demand and diversify into organic and specialist tea to set their earnings against dropping prices.

COMPETITIVE LANDSCAPE

  • Kenya Tea Packers Ltd (Ketepa) led sales in 2015 with a value share of 61% thanks to its long-standing Ketepa brands, especially Fahari ya Kenya and Ketepa Pride. Ketepa was supported by its fashionable packaging and strong marketing initiatives plus a wide distribution network countrywide.

PROSPECTS

  • It is worth noting that major yield increases and superior tea quality were achieved mainly through the development of improved tea clones. In 2011, Kenya developed more than 1,000 improved clones, out of which 50 were selected for reliable superiority in yield and quality. These clones were released for commercial use by both small and large estate growers.

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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 2010-2015
  • Table 2 Retail Sales of Tea by Category: Value 2010-2015
  • Table 3 Retail Sales of Tea by Category: % Volume Growth 2010-2015
  • Table 4 Retail Sales of Tea by Category: % Value Growth 2010-2015
  • Table 5 NBO Company Shares of Tea: % Retail Value 2011-2015
  • Table 6 LBN Brand Shares of Tea: % Retail Value 2012-2015
  • Table 7 Forecast Retail Sales of Tea by Category: Volume 2015-2020
  • Table 8 Forecast Retail Sales of Tea by Category: Value 2015-2020
  • Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2015-2020
  • Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2015-2020

Tea in Kenya - Company Profiles

Kenya Tea Packers Ltd (Ketepa) in Hot Drinks (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Kenya Tea Packers Ltd: Key Facts
  • Summary 2 Kenya Tea Packers Ltd: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 3 Kenya Tea Packers Ltd (Ketepa): Competitive Position 2015

Hot Drinks in Kenya - Industry Context

EXECUTIVE SUMMARY

Growing coffee culture boosts hot drinks sales

Private label enters hot drinks

The entry of new players intensifies competition

New product development boosts sales

Positive growth expected over the forecast period

MARKET INDICATORS

  • Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2010-2015
  • Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2010-2015
  • Table 13 Retail Sales of Hot Drinks by Category: Volume 2010-2015
  • Table 14 Retail Sales of Hot Drinks by Category: Value 2010-2015
  • Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2010-2015
  • Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2010-2015
  • Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2010-2015
  • Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2010-2015
  • Table 19 Total Sales of Hot Drinks by Category: Total Volume 2010-2015
  • Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2010-2015
  • Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2011-2015
  • Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2012-2015
  • Table 23 Retail Distribution of Hot Drinks by Format: % Volume 2010-2015
  • Table 24 Retail Distribution of Hot Drinks by Format and Category: % Volume 2015
  • Table 25 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2015-2020
  • Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2015-2020
  • Table 27 Forecast Retail Sales of Hot Drinks by Category: Volume 2015-2020
  • Table 28 Forecast Retail Sales of Hot Drinks by Category: Value 2015-2020
  • Table 29 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2015-2020
  • Table 30 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2015-2020
  • Table 31 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2015-2020
  • Table 32 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2015-2020
  • Table 33 Forecast Total Sales of Hot Drinks by Category: Total Volume 2015-2020
  • Table 34 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2015-2020

APPENDIX

Production/import/export data

DEFINITIONS

SOURCES

  • Summary 4 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
  • Off-trade vs On-trade
  • Pricing
  • Products by Ingredient

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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