Kenya

There is expected to be moderate current value and volume growth for yoghurt in 2023. Local production ensures affordable prices and stable supply. That being said, smaller offerings of 100ml are more popular in 2023, as it is less of a financial…

Wound care exhibited modest volume growth in 2023. In the inflationary climate, local brands have emerged as the preferred choice for consumers in lower income brackets, owing to their affordability and accessibility through traditional distribution…

Wipes are extremely underdeveloped in Kenya, with close to all sales generated by baby wipes. There are no visible sales of household products; in addition, the consumer base is limited to urban middle- and upper-income consumer bases with higher…

Wine in Kenya saw continued strong and steady total volume sales growth in 2022, especially among the local middle-class consumer base. This expansion is predominantly fuelled by increased consumer awareness, which in turn is a result of concerted…

Weight loss supplements accounted for the largest proportion of sales in 2023, partly due to the wider availability of brands and higher unit prices compared to slimming teas. With the rising cost of living, consumers are shifting their expenditure…

Vitamins is witnessing healthy volume growth in 2023 despite high inflation. Rising health consciousness in Kenya, which was bolstered by the pandemic, is leading to increased demand for vitamins. Multivitamins are one of the most popular products,…

In 2023, Kenya's travel landscape is undergoing transformative trends that hold significant promise for its tourism industry. The relaxation of China's travel ban marks a crucial turning point, instilling renewed optimism in Kenya's tourism sector.…

In 2023, Kenya's tourism industry is poised to experience a resurgence with the reopening of China to international travel. This presents a promising opportunity for growth, as Chinese visitors have the potential to significantly contribute to the…

The global urban consumer landscape is increasingly complex and difficult to navigate. Which cities should you choose for your consumer business expansion? To answer this and other questions, we are introducing the Euromonitor International Cities…

Despite the increasing demand for toilet care in Kenya on account of the ongoing urbanisation trend, rim blocks and liquids have yet to gain popularity among local consumers. This underpins the still low demand and low visibility of these types of…

In 2022, the tobacco landscape in Kenya was shaped by ongoing inflation, rising price points and increasing health awareness. As such, premium cigarette brands continued to note a decline in sales, attributed to limited consumer budgets in the face…

In Kenya, there is a growing demand for tissue and hygiene products as consumers become more hygiene-conscious and the middle classes expand. Volume sales have shown resilience in the face of global events like COVID-19 and the Ukraine-Russia war,…

The COVID-19 pandemic has disrupted the consumer goods market in Sub-Saharan Africa, with recovery expected to take place over time. Consumers expenditure has been negatively affected, as value seeking consumers shift to essential products. The…

Tea bags continued to gain ground at the expense of loose tea at the retail and foodservice levels in Kenya in 2023. Visible across all categories and brand ranges, this trend was mainly reflective of increasing appreciation for the greater…

Local brands such as Peptang and Zesta continue to maintain their dominant presence in sweet spreads. Their success can be attributed to their extensive distribution networks and competitive pricing when compared to imported products. These homegrown…

Sweet biscuits is the only category within sweet biscuits, snack bars and fruit snacks with notable sales. Plain biscuits are the most popular, followed by cookies, filled biscuits, chocolate coated biscuits, and wafers. Despite rising prices, retail…

Chandaria Industries has introduced a new product to surface care in Kenya. The company's Velvex oven cleaner is intended to meet the growing consumer demand for specific solutions to home cleaning needs. With only a limited number of brands offering…

Kenya’s sun care market saw consumers shift in line with prevailing industry-wide trends in 2023, as demand for cruelty-free, eco-friendly, and natural and organic ingredients continued to rise. Consumers are also seeking multifunctional variants,…

Sugar confectionery is set to decline in retail volume terms in 2023, although it will continue to see current value growth due to price rises. The prices of raw materials have been rising. For instance, reduced local production of sugar cane,…

In 2023, the Kenyan staple foods market is navigating through a period of high food inflation, leading to significant increases in unit prices. This economic environment has prompted consumers to prioritise essential grocery items while curtailing…

In Kenya, sports nutrition is rapidly advancing and enjoyed robust current value growth in 2023. This momentum is driven by the rising health and wellness trend, with individuals increasingly acknowledging the importance of a healthy lifestyle and…

Spirits overall in Kenya has been experiencing a significant upswing in terms of total volume sales, due to the growing popularity of international brands. Increased importation of a diverse range of international spirits has been instrumental in…

While soft drinks in Kenya continued to develop positively in total volume sales terms in 2023, growth was weaker than in 2022. This was partly attributable to increasing maturity, but mainly due to the spike in inflation fuelled by the global…

Snacks is set to maintain retail volume growth in 2023, although this is expected to remain low. Amidst mounting inflationary pressure, an acceleration in unit price growth has been limiting volume growth, as sales are largely impulse-driven, but is…

Skin care saw Garnier introduce its green beauty concept in Kenya in 2023, addressing the rising demand for naturally sourced products. Garnier’s global president emphasised the brand's commitment to green science and sustainability during the launch…

Savoury snacks recorded robust retail volume and current value growth throughout the review period, and this is set to continue in 2023, driven by the strong performance of potato chips. This is being driven by the youth population, especially…

Stock cubes have cemented their status as essential staple ingredients in households, regardless of income levels. Surprisingly, this demand remains on the rise even in the face of strong price increases. One noteworthy brand in this segment is…

In 2022, RTDs in Kenya recorded substantial growth, driven largely by the popularity of flavoured products. With the youth population in Kenya expanding, manufacturers have seized the opportunity to tailor their product offerings to this demographic.…

In Kenya, rice and instant noodle pouches are recording robust volume growth in 2023, driven by consumers prioritising essential groceries amid rising food prices. The rice, pasta and noodles category overall is witnessing double-digit current value…

In 2023, retail tissue in Kenya witnessed a significant slowdown in volume growth as rising prices of toilet paper weakened consumption. High inflation and pressures on household budgets created a challenging environment for the toilet paper…

Retail in Kenya continued to expand in 2022, with new stores opening while there was increased footfall at brick and mortar stores. However, not all modern retailers are finding success in Kenya, with some players being forced to exit the market.…

Sendy launched a payment on delivery product for e-commerce and social commerce vendors in Africa, with this including Kenya. This is seen as a significant new product as it overcomes security concerns some consumers still have about shopping online,…

Retail adult incontinence remains a very new concept in Kenya and thus it is still a relatively small category in tissue and hygiene. Whilst awareness is still low, there is a growing regard for the transformative impact of using adult incontinence…

Processed meat, seafood, and alternatives to meat in Kenya is feeling the impact of the energy crisis resulting from the war in Ukraine, along with high inflation. While the overall category is seeing an increase in current value sales and volume…

Processed fruit and vegetables in Kenya is subject to several influencing factors in 2023. The ongoing drought has inadvertently boosted the performance of certain processed products, notably shelf stable tomatoes, as shortages in fresh produce…

Premium beauty and personal care in Kenya suffered from high inflation in 2023, continuing from 2022, leaving consumers with limited budgets – especially those in lower-income segments – and encouraging a shift away from premium-positioned products…

Shoe polish continued to dominate the market size of polishes in Kenya and register the fastest retail volume and value growth at the end of the review period. However, retail volume and current value growth rates for shoe polish were slower in 2023,…

Although economic freedom is limited and endemic corruption persists, international assistance is helping government finances in Kenya. Whilst economic growth is slowing, adversely impacted by high inflation, infrastructure upgrades will be…

When the health of their children is concerned, Kenyan parents are generally hesitant to take risks and experiment with new brands. They tend to adhere to established brands that have undergone thorough testing and come highly recommended by medical…

Chocolate-based flavoured powder drinks was the most dynamic performer within other hot drinks in Kenya in retail volume growth terms in 2023. Together with the expansion of the country’s middle-income population, the enduring indulgence appeal of…

Value sales continue to be very low for other dairy in Kenya. That being said, it is expected that other dairy will register healthy volume growth in 2022, largely driven by increasing sales of cream, which continues to be the only product within…

In 2023, Eezi Oral Hygiene Brands launched in oral care in Kenya, with toothpaste tablets in line with current environmental concerns. These tablets, activated by saliva and clinically approved, offer an eco-friendly and water-free oral care…

Faced with rising costs, some major non-grocery retailers were forced to close their doors towards the end of the review period. Following a general pattern of South African retailers exiting Kenya, Massmart Holdings Ltd announced in early 2023 its…

Rising inflation has forced consumers to switch to cheaper nappies/diaper/pants products in Kenya. On account of this, manufacturers have ramped up efforts to launch more affordable products, with a key focus on targeting young suburban mothers who…

The Nairobi in Kenya report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

Rising consumer awareness of menstrual health, together with the wider variety of sanitary products available in Kenya, is driving sales of menstrual care in 2023. Manufacturers commonly leverage mass media (including television, outdoor) and online…

Men’s grooming in Kenya in 2023 benefited from local men’s rising interest and greater investment in self-care and maintenance. Skin care has become a notable trend, enhanced by pandemic era when consumers were spending more time at home and paying…

There has been a growing demand for soups among consumers in Kenya. The landscape has quickly become one of the few industries that have witnessed a surge in demand after the outbreak of COVID-19. However, there is an overall perception in the…

Mass beauty and personal care in Kenya in 2023 saw demand driven largely by low- and mid-income consumers. Mass products’ relative affordability held high appeal given high inflation across 2022 and 2023, with budget-conscious consumers seeking out…

Hoteliers are optimistic about 2023 as they anticipate a notable surge in demand for hotel accommodations. The COVID-19 pandemic prompted a shift in travellers’ preferences, leading them to reconsider their travel choices and explore new…