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.
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.
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.
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.
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 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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This industry report originates from Passport, our Packaged Food market research database.