Executive Summary

Oct 2019
PROSPECTS
The health and wellness trend sees an increase in the range of healthier breads 

As the rise of the health and wellness trend floods the country, manufacturers are responding to the demands of health-conscious consumers. Healthy innovations of bread, such as flaxseed and whole-grains, have been entering baked goods.

Unpackaged leavened bread remains popular in middle-income households

Amid health concerns, consumers are opting for bread that is sold in traditional artisanal bakeries which stock numerous varieties. These breads are characteristically made using natural yeast as opposed to industrial yeast, which is used in packaged leavened bread.

The increased price of bread negatively impacts the unit price of baked goods

The cost of bread continued to increase in 2019, driven by global prices which have led millers to adjust the price of flour, to match that of the world market. Global prices have risen to USD260 per tonne.

COMPETITIVE LANDSCAPE
Supermarkets increasingly offer in-store bakeries that adapt to consumer demands

Most modern supermarkets come with an in-house bakery where they not only bake bread, but also cater to consumers who have specialist needs. They cater to those who want non-conventional items for breakfast, such as fresh croissants, and higher-grain products, such as bran or trail mix muffins.

Festive Bread increases growth by being active in online marketing and social media

Competition is tight for baked goods, with many players offering an array of similar products. Leading players such as Mini Bakeries and Festive Bread maintain their strong positions due to their long-standing presence in baked goods, and their wide range of products.

Increasing the number of shopping centres encourages specialist bakery stores

Specialist bakery stores are increasing in number, driven by the growth spurt in shopping centres in residential areas. To compete with supermarket in-store bakeries, specialist bakery stores are hoping to gain and maintain their existing share by also offering coffee stations and healthy juice bars on their premises.

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Baked Goods in Kenya

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Overview

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

The Baked goods 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 Baked goods in Kenya?
  • What are the major brands in Kenya?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

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 Packaged Food market research database.

Baked Goods in Kenya - Category analysis

HEADLINES

PROSPECTS

The health and wellness trend sees an increase in the range of healthier breads 
Unpackaged leavened bread remains popular in middle-income households
The increased price of bread negatively impacts the unit price of baked goods

COMPETITIVE LANDSCAPE

Supermarkets increasingly offer in-store bakeries that adapt to consumer demands
Festive Bread increases growth by being active in online marketing and social media
Increasing the number of shopping centres encourages specialist bakery stores

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2014-2019
Table 2 Sales of Baked Goods by Category: Value 2014-2019
Table 3 Sales of Baked Goods by Category: % Volume Growth 2014-2019
Table 4 Sales of Baked Goods by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Baked Goods: % Value 2015-2019
Table 6 LBN Brand Shares of Baked Goods: % Value 2016-2019
Table 7 Distribution of Baked Goods by Format: % Value 2014-2019
Table 8 Forecast Sales of Baked Goods by Category: Volume 2019-2024
Table 9 Forecast Sales of Baked Goods by Category: Value 2019-2024
Table 10 Forecast Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Baked Goods by Category: % Value Growth 2019-2024

Packaged Food in Kenya - Industry Overview

EXECUTIVE SUMMARY

Healthy growth recorded in 2019 despite tough trading conditions
Growing middle class helps sustain growth as threats of food shortages persist
Packaged food remained competitive with a mix of local and international players
Value for money drives growth of modern retailing in 2019
Expansion of middle class set to boost demand for packaged food

FOODSERVICE

Sales to foodservice
Increase in foodservice outlets spur demand for packaged food
Young urban population and expanding middle class drives growth of foodservice channels
Hot supermarket meals offer greater convenience

CATEGORY DATA

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Distribution of Packaged Food by Format: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format and Category: % Value 2019
Table 25 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 26 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources