Baked goods will register healthy constant value and volume growth over the forecast period. Bread is considered an essential and this will support volume sales.
Price will be the key driver of value sales over the forecast period, and as a result small artisanal players will continue to old significant value share. The larger, industrial players will look to differentiate themselves by introducing segmentation and value-added benefit to their products, such as adding fibre, gluten-free or adding ingredients such as flaxseed, quinoa or local cereals.
Many Kenyans are shifting their consumption to more traditional foods as the price of wheat rises. If this situation persists, there is likely to be innovation in terms of using alternative flours.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: Baked goods from in-store bakeries are classified under unpackaged/artisanal, not packaged/industrial. While they may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which have in the past been used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available.
See All of Our DefinitionsThis report originates from Passport, our Baked Goods research and analysis database.
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