Demand for packaged soup is very low in Kenya, with retail volume exhibiting no more than marginal growth over the course of the forecast period. Dehydrated products account for the bulk of retail volume sales of packaged soup in Kenya.
Soup is dominated by Unilever and Kraft Heinz Co with their Knorr and Heinz brands, respectively. Unilever continues to discount the pricing of its soup products in an effort to widen their appeal.
Modern grocery retailers dominate the distribution of soup, but traditional grocery retailers are growing in importance. E-commerce emerged as a significantly distribution channel for soup during 2020.
Retail current value sales of soup will exhibit no more than modest growth in retail volume sales during the forecast period, as a post-pandemic economic rebound swells the ranks of the country’s middle class. Wider distribution through modern grocery retailers, traditional grocery retailers and e-commerce will also play a role, as will urbanisation.
The availability of packaged soup will remain very limited outside of the country’s main urban centres. Low-income rural consumers are unlikely to be very interested in soup in any event, as they tend to prefer heartier fare – particularly if they perform manual labour.
Increased consumer interest in health and wellness will affect demand for packaged soup during the forecast period. This may prompt Unilever and Kraft Heinz to focus on reducing the salt content of their offerings.
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Understand the latest market trends and future growth opportunities for the Soup industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 Soup 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.
Soups is the aggregation of dried (dehydrated formats), shelf stable and chilled and frozen soups. Includes: Ready-made, pre-packaged soup, regardless of format. Excludes: Liquid stocks and or stock/bouillon cubes. These are tracked in sauces, dressings and condiments, under cooking ingredients. Herbal soup mixes common in Asia are also excluded.See All of Our Definitions
This report originates from Passport, our Soup research and analysis database.
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