Baked Goods in Kenya

November 2023
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Baked goods in Kenya has experienced substantial unit price increases, particularly in bread, marked by strong double-digit growth. This escalation is primarily attributed to the heightened global wheat prices, a consequence of the ongoing Ukraine-Russia war. Considering Russia and Ukraine's significant role as exporters of over a quarter of the world's wheat, the war has inevitably led to increased costs globally for baked goods. The war has not only disrupted wheat supply but also precipitated

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Overview:

Understand the latest market trends and future growth opportunities for the Baked Goods industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.

If you're in the Baked Goods industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Baked Goods in Kenya report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Baked Goods in Kenya?
  • Which are the leading brands in Baked Goods in Kenya?
  • How are products distributed in Baked Goods in Kenya?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Baked Goods?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Kenya?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
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Baked Goods in Kenya - Category analysis

KEY DATA FINDINGS

Baked goods impacted by global and national events in 2023
Local strength and rising health consciousness
As the competitive landscape sees consolidation, artisanal bakeries continue to rise
Leavened bread to continue rising
Health focus will increase while product development diversifies
Traditional options with a twist
Table 1 Sales of Baked Goods by Category: Volume 2018-2023
Table 2 Sales of Baked Goods by Category: Value 2018-2023
Table 3 Sales of Baked Goods by Category: % Volume Growth 2018-2023
Table 4 Sales of Baked Goods by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Baked Goods: % Value 2019-2023
Table 6 LBN Brand Shares of Baked Goods: % Value 2020-2023
Table 7 Distribution of Baked Goods by Format: % Value 2018-2023
Table 8 Forecast Sales of Baked Goods by Category: Volume 2023-2028
Table 9 Forecast Sales of Baked Goods by Category: Value 2023-2028
Table 10 Forecast Sales of Baked Goods by Category: % Volume Growth 2023-2028
Table 11 Forecast Sales of Baked Goods by Category: % Value Growth 2023-2028

Staple Foods in Kenya - Industry Overview

Staple foods in 2023: The big picture
Key trends in 2023
Competitive Landscape
Channel developments
What next for staple foods?
Table 12 Sales of Staple Foods by Category: Volume 2018-2023
Table 13 Sales of Staple Foods by Category: Value 2018-2023
Table 14 Sales of Staple Foods by Category: % Volume Growth 2018-2023
Table 15 Sales of Staple Foods by Category: % Value Growth 2018-2023
Table 16 NBO Company Shares of Staple Foods: % Value 2019-2023
Table 17 LBN Brand Shares of Staple Foods: % Value 2020-2023
Table 18 Distribution of Staple Foods by Format: % Value 2018-2023
Table 19 Forecast Sales of Staple Foods by Category: Volume 2023-2028
Table 20 Forecast Sales of Staple Foods by Category: Value 2023-2028
Table 21 Forecast Sales of Staple Foods by Category: % Volume Growth 2023-2028
Table 22 Forecast Sales of Staple Foods by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources
The following categories and subcategories are included:

Baked Goods

      • Packaged Flat Bread
      • Unpackaged Flat Bread
      • Packaged Leavened Bread
      • Unpackaged Leavened Bread
    • Packaged Cakes
    • Unpackaged Cakes
  • Dessert Mixes
  • Frozen Baked Goods
    • Packaged Pastries
    • Unpackaged Pastries
    • Sweet Pies and Tarts
    • Frozen Cakes, Sweet Pies and Tarts

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.

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This report originates from Passport, our Baked Goods research and analysis database.

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