Executive Summary

Aug 2019
PROSPECTS
Ice cream benefiting from no longer being seen as just an occasional treat

In 2019, ice cream remained one of the best performing snacks categories in Kenya. While ice cream was once seen as a product mainly for special occasions such as birthdays and other celebrations, it is now benefiting from becoming a more frequent snack or treat.

Healthier ice cream and artisanal offerings growing in popularity

With rising health consciousness in Kenya, more consumers are looking for ice cream with a lower sugar content, and whose ingredients are displayed clearly on the packaging. Innovative food manufacturers are seeking to cater for this demand by developing reduced-sugar frozen treats, albeit which still offer a rich and decadent experience.

Ice cream retail sales largely in the hands of modern grocery retailers

Supermarkets remained by far the leading distribution channel for ice cream in 2019, with this dominance set to continue over the forecast period due to the fact that these outlets are the most likely to have the appropriate storage and display facilities for frozen products. These stores offer both impulse and take-home ice cream, with many consumers automatically choosing these outlets when purchasing products in either category.

COMPETITIVE LANDSCAPE
Glacier Products and other domestic players still strong in ice cream

The local company Glacier Products continued to lead ice cream and frozen desserts in Kenya in 2019, accounting for more than a third of overall retail value sales. Indeed, ice cream remained largely in the hands of local manufacturers thanks to their longstanding presence in the country and affordable prices.

Manufacturers focus on flavour innovation and offering a wider range of pack sizes

With the category growing strongly, manufacturers are having to increasingly focus on innovation in order to better compete with their rivals and maintain their positions. One area in which they are doing this is flavour, with the category now offering more interesting tastes such as pistachio, berry, pina colada and salted caramel, with these having become widely available in modern grocery retailers, and at affordable price points.

Category witnessing increasing segmentation

Increasing competition in ice cream and frozen desserts has also led to stronger segmentation, with manufacturers focusing on various consumer groups, for example children, those looking for healthier variants and those seeking more indulgent offerings. Children are naturally one of the category’s main target audiences, with Glacier Products, for example, offering Dairyland cartoon-themed ice lollies in flavours such as strawberry, black and bubble gum.

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Ice Cream and Frozen Desserts in Kenya

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Overview

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

The Ice Cream and Frozen Desserts 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 Ice Cream and Frozen Desserts in Kenya?
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Why buy this report?

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  • 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.

Ice Cream and Frozen Desserts in Kenya - Category analysis

HEADLINES

PROSPECTS

Ice cream benefiting from no longer being seen as just an occasional treat
Healthier ice cream and artisanal offerings growing in popularity
Ice cream retail sales largely in the hands of modern grocery retailers

COMPETITIVE LANDSCAPE

Glacier Products and other domestic players still strong in ice cream
Manufacturers focus on flavour innovation and offering a wider range of pack sizes
Category witnessing increasing segmentation

CATEGORY DATA

Table 1 Sales of Ice Cream and Frozen Desserts by Category: Volume 2014-2019
Table 2 Sales of Ice Cream and Frozen Desserts by Category: Value 2014-2019
Table 3 Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2014-2019
Table 4 Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Ice Cream and Frozen Desserts: % Value 2015-2019
Table 6 LBN Brand Shares of Ice Cream and Frozen Desserts: % Value 2016-2019
Table 7 NBO Company Shares of Ice Cream: % Value 2015-2019
Table 8 LBN Brand Shares of Ice Cream: % Value 2016-2019
Table 9 Distribution of Ice Cream and Frozen Desserts by Format: % Value 2014-2019
Table 10 Distribution of Ice Cream by Format: % Value 2014-2019
Table 11 Forecast Sales of Ice Cream and Frozen Desserts by Category: Volume 2019-2024
Table 12 Forecast Sales of Ice Cream and Frozen Desserts by Category: Value 2019-2024
Table 13 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2019-2024
Table 14 Forecast Sales of Ice Cream and Frozen Desserts 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 15 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 16 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 17 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 18 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 19 Sales of Packaged Food by Category: Volume 2014-2019
Table 20 Sales of Packaged Food by Category: Value 2014-2019
Table 21 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 22 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 23 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 24 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 25 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 26 Distribution of Packaged Food by Format: % Value 2014-2019
Table 27 Distribution of Packaged Food by Format and Category: % Value 2019
Table 28 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 31 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources