Unlike most other types of snacks, retail volume sales of savoury snacks continued to expand during 2020 – albeit at their slowest rate in eight years. Although the economic shock of the pandemic led many local consumers to reduce their discretionary spending and restrictions on movement led to a reduction in impulse purchasing and on-the-go consumption, demand for savoury snacks was supported by the fact that these products (particularly potato chips) are often consumed at home.
Local players Deepa Industries Ltd and Propack Kenya Ltd will continued to lead in savoury snacks during 2021, with their Tropical Heat and Krackles brands, respectively. Savoury snacks, particularly potato chips, are relatively easy to manufacture, so the barriers to entry are relatively low.
Deepa Industries Ltd launched Tropical Heat Safari puffed snacks during the latter part of the review period. This product is positioned as a healthier alternative to potato chips, as they are prepared with less oil and contain more protein.
The rate of growth in retail volume sales of savoury snacks will accelerate through the first half of the forecast period and be relatively robust during the forecast period as a whole. In addition to an anticipated post-pandemic economic rebound, which will drive an increase in discretionary spending, ongoing population growth and urbanisation will provide additional support to demand growth.
Local consumers will steadily become more health conscious over the course of the review period. As a result, manufacturers are likely to launch more products with an explicit health and wellness positioning, such as puffed snacks and tortilla chips.
E-commerce emerged as a small but significant distribution channel for savoury snacks during 2020, as restrictions on movement led a growing number of consumers to try online shopping for the first time, while manufacturers and supermarket chains scrambled to establish an online presence. Some utilised e-commerce marketplaces like Jumia, while others turned to on-demand delivery services like Glovo.
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This report originates from Passport, our Savoury Snacks research and analysis database.
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