print

Country Report

Tea in Kenya

| Pages: 16

Price: US$900

About this Report

Executive Summary

TRENDS

  • Even though the coffee culture is on the rise in urban areas, tea is still doing well. Better quality and value-added products remain key drivers of this category. Improved packaging and additional flavours also contribute to both value and volume growth.

COMPETITIVE LANDSCAPE

  • Kenya Tea Packers Ltd (Ketepa) continued to dominate the category in 2012 with a retail value share of 83%. However, in spite of this, it continues to enjoy greater knowledge of the local market than imported brands, and 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

  • Green tea and flavoured tea are expected to perform well over the forecast period as consumers move away from traditional black tea. This is an indication that manufacturers should expand their product ranges to give them access to more consumers.

Samples (FAQs about samples):

doc_pdf.png Sample Tea Market Research Report

doc_excel_table.png Sample Tea Data

Delivery: Files are delivered directly into your account within a few minutes of purchase.

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 2007-2012
  • Table 2 Retail Sales of Tea by Category: Value 2007-2012
  • Table 3 Retail Sales of Tea by Category: % Volume Growth 2007-2012
  • Table 4 Retail Sales of Tea by Category: % Value Growth 2007-2012
  • Table 5 Tea Company Shares by Retail Value 2008-2012
  • Table 6 Tea Brand Shares by Retail Value 2009-2012
  • Table 7 Forecast Retail Sales of Tea by Category: Volume 2012-2017
  • Table 8 Forecast Retail Sales of Tea by Category: Value 2012-2017
  • Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2012-2017
  • Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2012-2017

Hot Drinks in Kenya - Industry Context

EXECUTIVE SUMMARY

Coffee culture continues to rise

Urban consumers are demanding newer healthier tastes and flavours

Off-trade remains the most preferred channel

Domestic players dominate tea but absent in other categories

Positive growth expected over the forecast period.

MARKET DATA

  • Table 11 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2007-2012
  • Table 12 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2007-2012
  • Table 13 Retail Sales of Hot Drinks by Category: Volume 2007-2012
  • Table 14 Retail Sales of Hot Drinks by Category: Value 2007-2012
  • Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2007-2012
  • Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2007-2012
  • Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2007-2012
  • Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2007-2012
  • Table 19 Total Sales of Hot Drinks by Category: Total Volume 2007-2012
  • Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2007-2012
  • Table 21 Hot Drinks Company Shares by Retail Value 2008-2012
  • Table 22 Hot Drinks Brand Shares by Retail Value 2009-2012
  • Table 23 Retail Sales of Hot Drinks by Distribution Format: % Analysis 2007-2012
  • Table 24 Retail Sales of Hot Drinks by Category and Distribution Format: % Analysis 2010
  • Table 25 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2012-2017
  • Table 26 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2012-2017
  • Table 27 Forecast Retail Sales of Hot Drinks by Category: Volume 2012-2017
  • Table 28 Forecast Retail Sales of Hot Drinks by Category: Value 2012-2017
  • Table 29 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2012-2017
  • Table 30 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2012-2017
  • Table 31 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2012-2017
  • Table 32 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2012-2017
  • Table 33 Forecast Total Sales of Hot Drinks by Category: Total Volume 2012-2017
  • Table 34 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2012-2017

APPENDIX

Production Data

  • Table 35 Production of Hot Drinks by Category 2007-2012

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
  • Off-trade vs on-trade
  • Pricing
  • Products by ingredient
  • 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 rtd volume
  • Retail rtd volume % growth
  • Retail rtd volume per capita
  • Foodservice rtd volume
  • Foodservice rtd volume % growth
  • Foodservice rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • 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

print

Want to find out more about this report?

If you purchase a report that is updated in the next 60 days, we will send you the new edition of the report and the data extract FREE!