Lifestyle changes which are a key driver for demand, leads to an increase in retail value sales of milk formula in 2021. The changing lifestyles of mothers in Kenya as well as urbanisation are forcing parents to introduce milk formula as a substitute for breast milk to their young ones as early as from birth in order to allow them to go about their daily duties.
Fortified foods continue to rise in popularity in the wake of COVID-19. Moreover, Kenyan parents are increasingly aware of healthier and more nutritious food options which can be administered to their babies to boost their health and immunity after the pandemic hit the country.
Online retailing is becoming more popular in Kenya as a result of COVID-19. Following regulations that were implemented to curb the spread of the COVID-19 pandemic, including stay at home rules, consumers became more comfortable with e-commerce.
Towards the end of 2020, Kenya saw an increase in population, with the COVID-19 pandemic being the biggest contributing factor. The pandemic, lockdown measures and school closures were the major reasons for this increase in population.
During these harsh economic times, brands are becoming more aggressive in ensuring they are top of mind for consumers and ahead of competition as the number of baby food manufacturers increased in recent years. Indeed, Nestlé Foods Kenya Ltd maintains its position as the leading player in baby food through vigorous advertising including mass media and hiring the services of top influencers to push and endorse their brands.
With the rise of unintended pregnancies reported in Kenya, demand will exist for affordable baby food in the forecast period. Many of the packaged baby food brands are too expensive for lower income consumers which is likely to result in these parents choosing to feed their infants food that is not appropriate for babies.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Food research and analysis database.
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