Executive Summary

Oct 2019
PROSPECTS
Busy consumers visit more takeaway outlets and restaurants, improving sales of sauces, dressings and condiments

As urbanisation increases in Kenya, the growth of urban migration has led to an increased number of working-class men and women, who have busy schedules and lifestyles. As life gets more hectic, the number of consumers who cook at home reduces, with consumers instead turning to takeaways or restaurants for quick, tasty and convenient meals.

Stock cubes and powders are the perfect solution for low-cost meals

Modern retailing channels have the benefit of volumes and display space. Therefore, a spectrum of sauces, dressings and condiments ranging from premium prices to budget price are found in these channels.

Sauces, dressings and condiments reduce preservatives to keep consumers loyal

In the wake of the health and wellness trend, consumers are becoming more particular about the foods they eat, paying keen attention to added or unnatural ingredients. To keep value sales high, sauces, dressing and condiments need to adapt their offerings accordingly.

COMPETITIVE LANDSCAPE
Premier Foods releases new ranges of sauces that appeal to Kenyans' taste preferences

International food manufacturer, Premier Foods, continued to diversify its repertoire of products in 2019, offering sauces such as chilli garlic, hot and sweet, and pili-pili garlic. Its products offered authentic flavours to consumer in Kenya, especially as locals preference ingredients used in national dishes, such as chilli and garlic.

Oyo is packaged for consumers’ convenience, reducing costs for consumers while boosting value sales for itself

Kenafric Industries' offering Oyo continued to be marketed aggressively in all major retailing outlets, being promoted with discounts and bargain deals. Packaging is also an essential strategy for Oyo.

American Garden Products retains solid loyalty with its imported range

American Garden Products remained in a strong position in 2019, due to its long-standing presence and solid brand loyalty, with its imported products especially appealing to younger consumers who are aspirational and believe international products are superior. American Garden Products continued to invest heavily in advertising and marketing, and the constant exposure to these advertisements kept brand awareness alive.

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Sauces, Dressings and Condiments in Kenya

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Overview

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

The Sauces, dressings and condiments 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 Sauces, dressings and condiments in Kenya?
  • What are the major brands in Kenya?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than eating at home?
  • How much are consumers willing to pay for convenience?
  • What are sales opportunities for healthier products (ie, low-fat, low-salt)?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • 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, our Packaged Food market research database.

Sauces, Dressings and Condiments in Kenya - Category analysis

HEADLINES

PROSPECTS

Busy consumers visit more takeaway outlets and restaurants, improving sales of sauces, dressings and condiments
Stock cubes and powders are the perfect solution for low-cost meals
Sauces, dressings and condiments reduce preservatives to keep consumers loyal

COMPETITIVE LANDSCAPE

Premier Foods releases new ranges of sauces that appeal to Kenyans' taste preferences
Oyo is packaged for consumers’ convenience, reducing costs for consumers while boosting value sales for itself
American Garden Products retains solid loyalty with its imported range

CATEGORY DATA

Table 1 Sales of Sauces, Dressings and Condiments by Category: Volume 2014-2019
Table 2 Sales of Sauces, Dressings and Condiments by Category: Value 2014-2019
Table 3 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2014-2019
Table 4 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2015-2019
Table 6 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2016-2019
Table 7 Distribution of Sauces, Dressings and Condiments by Format: % Value 2014-2019
Table 8 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2019-2024
Table 9 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2019-2024
Table 10 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Sauces, Dressings and Condiments 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 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Distribution of Packaged Food by Format: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format and Category: % Value 2019
Table 25 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 26 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources