Snacks in Kenya

July 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Snacks industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.

If you're in the Snacks industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Snacks in Kenya report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Snacks in Kenya?
  • Which are the leading brands in Snacks in Kenya?
  • How are products distributed in Snacks in Kenya?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Snacks?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Kenya?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
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Snacks in Kenya

Snacks in 2023: The big picture
Key trends in 2023
Competitive landscape
Channel developments
What next for snacks?
Table 1 Sales of Snacks by Category: Volume 2018-2023
Table 2 Sales of Snacks by Category: Value 2018-2023
Table 3 Sales of Snacks by Category: % Volume Growth 2018-2023
Table 4 Sales of Snacks by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Snacks: % Value 2019-2023
Table 6 LBN Brand Shares of Snacks: % Value 2020-2023
Table 7 Distribution of Snacks by Format: % Value 2018-2023
Table 8 Forecast Sales of Snacks by Category: Volume 2023-2028
Table 9 Forecast Sales of Snacks by Category: Value 2023-2028
Table 10 Forecast Sales of Snacks by Category: % Volume Growth 2023-2028
Table 11 Forecast Sales of Snacks by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Chocolate Confectionery in Kenya

KEY DATA FINDINGS

Modern grocery channels drive growth of chocolate confectionery
Younger consumers in particular enjoy chocolate confectionery
Mars aims to increase its distribution, but Cadbury maintains its lead
Wider consumer base expected, as supermarkets set to see further expansion
Recently opened site will help Mars achieve its objectives
Government scrutiny of unhealthy products could hamper growth
Table 12 Sales of Chocolate Confectionery by Category: Volume 2018-2023
Table 13 Sales of Chocolate Confectionery by Category: Value 2018-2023
Table 14 Sales of Chocolate Confectionery by Category: % Volume Growth 2018-2023
Table 15 Sales of Chocolate Confectionery by Category: % Value Growth 2018-2023
Table 16 Sales of Chocolate Tablets by Type: % Value 2018-2023
Table 17 NBO Company Shares of Chocolate Confectionery: % Value 2019-2023
Table 18 LBN Brand Shares of Chocolate Confectionery: % Value 2020-2023
Table 19 Distribution of Chocolate Confectionery by Format: % Value 2018-2023
Table 20 Forecast Sales of Chocolate Confectionery by Category: Volume 2023-2028
Table 21 Forecast Sales of Chocolate Confectionery by Category: Value 2023-2028
Table 22 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2023-2028
Table 23 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2023-2028

Gum in Kenya

KEY DATA FINDINGS

Small local grocers leads formal trade of gum, due to small pack sizes
Wrigley maintains its dominance, but a local player launches a new reference
New production site in Kenya helps Wrigley/Mars strengthen its position
Functional benefits and flavours will remain important to maintain growth
Rising prices likely to hamper the growth prospects for gum
Younger consumers will remain an important target group for players
Table 24 Sales of Gum by Category: Volume 2018-2023
Table 25 Sales of Gum by Category: Value 2018-2023
Table 26 Sales of Gum by Category: % Volume Growth 2018-2023
Table 27 Sales of Gum by Category: % Value Growth 2018-2023
Table 28 NBO Company Shares of Gum: % Value 2019-2023
Table 29 LBN Brand Shares of Gum: % Value 2020-2023
Table 30 Distribution of Gum by Format: % Value 2018-2023
Table 31 Forecast Sales of Gum by Category: Volume 2023-2028
Table 32 Forecast Sales of Gum by Category: Value 2023-2028
Table 33 Forecast Sales of Gum by Category: % Volume Growth 2023-2028
Table 34 Forecast Sales of Gum by Category: % Value Growth 2023-2028

Sugar Confectionery in Kenya

KEY DATA FINDINGS

Rising costs increase prices, driving volume decline
Competition from informal retail, and from home-made goods in traditional outlets
Kenafric continues to lead a fragmented category
Even retail expansion and development will be unable to prevent continued decline
Rising prices set to have a negative impact on volume sales
Health concerns lead to increased scrutiny by government, and action by players
Table 35 Sales of Sugar Confectionery by Category: Volume 2018-2023
Table 36 Sales of Sugar Confectionery by Category: Value 2018-2023
Table 37 Sales of Sugar Confectionery by Category: % Volume Growth 2018-2023
Table 38 Sales of Sugar Confectionery by Category: % Value Growth 2018-2023
Table 39 Sales of Pastilles, Gummies, Jellies and Chews by Type: % Value 2018-2023
Table 40 NBO Company Shares of Sugar Confectionery: % Value 2019-2023
Table 41 LBN Brand Shares of Sugar Confectionery: % Value 2020-2023
Table 42 Distribution of Sugar Confectionery by Format: % Value 2018-2023
Table 43 Forecast Sales of Sugar Confectionery by Category: Volume 2023-2028
Table 44 Forecast Sales of Sugar Confectionery by Category: Value 2023-2028
Table 45 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2023-2028
Table 46 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2023-2028

Ice Cream in Kenya

KEY DATA FINDINGS

Impulse ice cream drives growth due to lower outlay
Leading player launches vegan ice cream, but markets it as dairy-free
Butter manufacturers move to ice cream, but high prices limit sales
Higher prices and storage problems to drive sales from bulk to impulse ice cream
Opportunities in retail set to be driven by rising popularity in foodservice
Brands likely to reach more consumers due to retail expansion and improvement
Table 47 Sales of Ice Cream by Category: Volume 2018-2023
Table 48 Sales of Ice Cream by Category: Value 2018-2023
Table 49 Sales of Ice Cream by Category: % Volume Growth 2018-2023
Table 50 Sales of Ice Cream by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Ice Cream: % Value 2019-2023
Table 52 LBN Brand Shares of Ice Cream: % Value 2020-2023
Table 53 Distribution of Ice Cream by Format: % Value 2018-2023
Table 54 Forecast Sales of Ice Cream by Category: Volume 2023-2028
Table 55 Forecast Sales of Ice Cream by Category: Value 2023-2028
Table 56 Forecast Sales of Ice Cream by Category: % Volume Growth 2023-2028
Table 57 Forecast Sales of Ice Cream by Category: % Value Growth 2023-2028

Savoury Snacks in Kenya

KEY DATA FINDINGS

Potato chips drives sales and growth due to popularity amongst younger consumers
Local brand maintains its lead with wide distribution, local flavours and small packs
Savoury home-made options compete with packaged savoury snacks
Retail expansion set to drive continued growth, but challenge from informal market
Products containing high saturated fat likely to come under government scrutiny
Challenges of climate change set to impact potato chips
Summary 2 Other Savoury Snacks by Product Type: 2023
Table 58 Sales of Savoury Snacks by Category: Volume 2018-2023
Table 59 Sales of Savoury Snacks by Category: Value 2018-2023
Table 60 Sales of Savoury Snacks by Category: % Volume Growth 2018-2023
Table 61 Sales of Savoury Snacks by Category: % Value Growth 2018-2023
Table 62 NBO Company Shares of Savoury Snacks: % Value 2019-2023
Table 63 LBN Brand Shares of Savoury Snacks: % Value 2020-2023
Table 64 Distribution of Savoury Snacks by Format: % Value 2018-2023
Table 65 Forecast Sales of Savoury Snacks by Category: Volume 2023-2028
Table 66 Forecast Sales of Savoury Snacks by Category: Value 2023-2028
Table 67 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2023-2028
Table 68 Forecast Sales of Savoury Snacks by Category: % Value Growth 2023-2028

Sweet Biscuits, Snack Bars and Fruit Snacks in Kenya

KEY DATA FINDINGS

Volume growth is maintained despite rising prices, due to shrinkflation
Changing product range stocked in small local grocers
Local players continue to dominate, but Kenafric now has an Indian stakeholder
Steady growth, but price rises will push some consumers to broken down bulk packs
Fruit snacks and snack bars are emerging categories
Health concerns will lead to more lower sugar options
Table 69 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2018-2023
Table 70 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2018-2023
Table 71 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2018-2023
Table 72 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2018-2023
Table 73 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2019-2023
Table 74 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2020-2023
Table 75 NBO Company Shares of Sweet Biscuits: % Value 2019-2023
Table 76 LBN Brand Shares of Sweet Biscuits: % Value 2020-2023
Table 77 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2018-2023
Table 78 Distribution of Sweet Biscuits by Format: % Value 2018-2023
Table 79 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2023-2028
Table 80 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2023-2028
Table 81 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2023-2028
Table 82 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Snacks

      • Chocolate Pouches and Bags
      • Boxed Assortments
      • Chocolate with Toys
      • Countlines
      • Seasonal Chocolate
      • Tablets
      • Other Chocolate Confectionery
      • Bubble Gum
      • Chewing Gum
      • Boiled Sweets
      • Liquorice
      • Lollipops
      • Medicated Confectionery
        • Power Mints
        • Standard Mints
      • Pastilles, Gummies, Jellies and Chews
      • Toffees, Caramels and Nougat
      • Other Sugar Confectionery
    • Frozen Yoghurt
      • Single Portion Dairy Ice Cream
      • Single Portion Water Ice Cream
    • Plant-based Ice Cream
    • Unpackaged Ice Cream
        • Bulk Dairy Ice Cream
        • Ice Cream Desserts
        • Multi-Pack Dairy Ice Cream
        • Bulk Water Ice Cream
        • Multi-Pack Water Ice Cream
    • Nuts, Seeds and Trail Mixes
      • Potato Chips
      • Tortilla Chips
      • Puffed Snacks
      • Rice Snacks
      • Vegetable, Pulse and Bread Chips
    • Savoury Biscuits
    • Popcorn
    • Pretzels
    • Meat Snacks
    • Seafood Snacks
    • Other Savoury Snacks
      • Dried Fruit
      • Processed Fruit Snacks
      • Cereal Bars
      • Protein/Energy Bars
      • Fruit and Nut Bars
      • Chocolate Coated Biscuits
      • Cookies
      • Filled Biscuits
      • Plain Biscuits
      • Wafers
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This report originates from Passport, our Snacks research and analysis database.

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