Supermarkets are the leading distribution channel for juice in Kenya, ahead of independent small grocers and other grocery retailers – with the latter mainly consisting of open markets and street hawkers. While supermarkets were gaining retail value share in juice during the earlier part of the review period, as such chains as Naivas, Quickmart and Carrefour expanded aggressively, this trend has stalled since the onset of the pandemic, which has boosted the fortunes of traditional grocery retailers by leading local consumers to shop closer to home due to a combination of restrictions on movement and a fear of contagion.
The rate of growth in retail volume sales of juice in Kenya accelerated modestly during 2021. Since the onset of the pandemic, heightened local consumer interest in health and wellness has led to a modest shift in demand to juice, which they perceive as containing high levels of vitamins, from other soft drinks considered to be less healthy, such as carbonates.
Kevian Kenya Ltd has strengthened its leadership position in juice since the onset of the pandemic, with more than twice the retail value share of Del Monte Kenya Ltd – its closest rival – in 2021. Kevian benefits from a wide range of products, including products specifically designed for children.
The health and wellness trend will continue to deepen in juice during the forecast period, with consumers increasingly seeking out more natural offerings. Bidco is well positioned to benefit from this, as it has become the first beverage producer in Kenya to install a NitroHotfill bottling line.
The rate of growth in retail volume sales of juice is set to accelerate moderately during the forecast period. An anticipated post-pandemic economic rebound will play a significant role in this by boosting consumer confidence, while growth will also be supported by ongoing population expansion and urbanisation.
Leader Kevian is poised for growth, as it has secured a KES1.3 billion loan from the German Investment Corporation (DEG) to finance its expansion.
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This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.See All of Our Definitions
This report originates from Passport, our Juice research and analysis database.
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