Foodservice volume sales are expected to suffer a negative growth rate in 2020 due to foodservice outlet closures in March and April 2020 and changing lifestyles as consumers work from home. Even after foodservice outlets were permitted to reopen, many consumers preferred to eat at home in order to avoid potential infection from COVID-19.
One of the leading brands in sauces, dressings and condiments, Peptang, owned by Premier Foods Plc, has made it a priority to reach more lower income consumers in order to expand its customer base in Kenya. In order to reach this audience, the brand has developed small sized packages of their products which is expected to increase sales among low income earners in 2020.
American Garden Products remained in a strong position in 2020, 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.
Despite expecting considerable losses as a result of the closure of foodservice outlets and the implementation of social distancing measures in 2020, foodservice volume sales are expected to exhibit a swift recovery in the forecast period as consumers return to their pre-COVID-19 habits, including visiting their favourite restaurants. As consumers return to work and school, in particular, they are expected to gain more confidence in visiting public spaces such as foodservice outlets.
An expected rise in disposable income and increased urbanisation is expected to lead to an increase in the popularity of international cuisines during the forecast period. This will have a positive impact on retail volume and retail current value sales, which are both expected to record strong growth throughout the forecast period, as consumers will be more likely to experiment with different table sauces and cooking ingredients from different cuisines.
Brands are expected to continue to develop more innovative products and flavours in the forecast period as a response to the growing competition in the category. Brands are innovating, for example, in the use of local flavours in order to entice consumers into trying products they would not usually include in their diets.
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Understand the latest market trends and future growth opportunities for the Sauces, Dressings and Condiments industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sauces, Dressings and Condiments research and analysis database.
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