Staple Foods in Kenya

November 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Staple Foods 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 Staple Foods 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 Staple Foods 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 Staple Foods in Kenya?
  • Which are the leading brands in Staple Foods in Kenya?
  • How are products distributed in Staple Foods 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 Staple Foods?
  • 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?
Download Table of Contents

Staple Foods in Kenya

Staple foods in 2022: The big picture
Key trends in 2022
Competitive Landscape
Channel developments
What next for staple foods?
Table 1 Sales of Staple Foods by Category: Volume 2017-2022
Table 2 Sales of Staple Foods by Category: Value 2017-2022
Table 3 Sales of Staple Foods by Category: % Volume Growth 2017-2022
Table 4 Sales of Staple Foods by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Staple Foods: % Value 2018-2022
Table 6 LBN Brand Shares of Staple Foods: % Value 2019-2022
Table 7 Distribution of Staple Foods by Format: % Value 2017-2022
Table 8 Forecast Sales of Staple Foods by Category: Volume 2022-2027
Table 9 Forecast Sales of Staple Foods by Category: Value 2022-2027
Table 10 Forecast Sales of Staple Foods by Category: % Volume Growth 2022-2027
Table 11 Forecast Sales of Staple Foods by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Baked Goods in Kenya

KEY DATA FINDINGS

Moderate volume growth though inflation has dampening effect
Competitive landscape becoming more consolidated
Increased health-consciousness having impact on baked goods
Healthy growth over forecast period
Industrial players look to differentiate themselves with value-added benefits
Alternatives to wheat bread expected to help keep prices down during the forecast period
Table 12 Sales of Baked Goods by Category: Volume 2017-2022
Table 13 Sales of Baked Goods by Category: Value 2017-2022
Table 14 Sales of Baked Goods by Category: % Volume Growth 2017-2022
Table 15 Sales of Baked Goods by Category: % Value Growth 2017-2022
Table 16 NBO Company Shares of Baked Goods: % Value 2018-2022
Table 17 LBN Brand Shares of Baked Goods: % Value 2019-2022
Table 18 Distribution of Baked Goods by Format: % Value 2017-2022
Table 19 Forecast Sales of Baked Goods by Category: Volume 2022-2027
Table 20 Forecast Sales of Baked Goods by Category: Value 2022-2027
Table 21 Forecast Sales of Baked Goods by Category: % Volume Growth 2022-2027
Table 22 Forecast Sales of Baked Goods by Category: % Value Growth 2022-2027

Breakfast Cereals in Kenya

KEY DATA FINDINGS

Moderate volume growth though inflation has dampening effect
Multinationals continue to dominate
Breakfast cereals largely consumed by higher-income consumers
Healthy growth over forecast period
Dampened growth for wheat-based breakfast cereals among certain cohort
Healthy breakfast cereals have strong potential
Table 23 Sales of Breakfast Cereals by Category: Volume 2017-2022
Table 24 Sales of Breakfast Cereals by Category: Value 2017-2022
Table 25 Sales of Breakfast Cereals by Category: % Volume Growth 2017-2022
Table 26 Sales of Breakfast Cereals by Category: % Value Growth 2017-2022
Table 27 NBO Company Shares of Breakfast Cereals: % Value 2018-2022
Table 28 LBN Brand Shares of Breakfast Cereals: % Value 2019-2022
Table 29 Distribution of Breakfast Cereals by Format: % Value 2017-2022
Table 30 Forecast Sales of Breakfast Cereals by Category: Volume 2022-2027
Table 31 Forecast Sales of Breakfast Cereals by Category: Value 2022-2027
Table 32 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2022-2027
Table 33 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2022-2027

Processed Fruit and Vegetables in Kenya

KEY DATA FINDINGS

Muted volume growth in 2022
Premier foods maintains market lead
Kenyans prefer fresh produce when it comes to fruits and vegetables
Moderate growth over forecast period
Convenience main driver of value sales
Focus over the forecast period will be to grow customer base
Table 34 Sales of Processed Fruit and Vegetables by Category: Volume 2017-2022
Table 35 Sales of Processed Fruit and Vegetables by Category: Value 2017-2022
Table 36 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2017-2022
Table 37 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2017-2022
Table 38 NBO Company Shares of Processed Fruit and Vegetables: % Value 2018-2022
Table 39 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2019-2022
Table 40 Distribution of Processed Fruit and Vegetables by Format: % Value 2017-2022
Table 41 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2022-2027
Table 42 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2022-2027
Table 43 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2022-2027
Table 44 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2022-2027

Processed Meat, Seafood and Alternatives To Meat in Kenya

KEY DATA FINDINGS

Fall in volume sales, due to inflation and society opening up
Farmer’s Choice leads thanks to consumer loyalty and wide distribution
Processed seafood outperforms processed meat
Muted growth over forecast period
Demand set to remain limited from lower income consumers
Potential for growth of meat alternatives
Table 45 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2017-2022
Table 46 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2017-2022
Table 47 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Volume Growth 2017-2022
Table 48 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Value Growth 2017-2022
Table 49 NBO Company Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2018-2022
Table 50 LBN Brand Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2019-2022
Table 51 Distribution of Processed Meat, Seafood and Alternatives to Meat by Format: % Value 2017-2022
Table 52 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2022-2027
Table 53 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2022-2027

Rice, Pasta and Noodles in Kenya

KEY DATA FINDINGS

Rice benefits from huge price increase for maize
Indomie continues to lead, despite health scare
Bidco revamps its Noodies brand
Rosey outlook over forecast period
Kenya looking to increase local rice production
Products with a healthier positioning see value growth over forecast period
Table 54 Sales of Rice, Pasta and Noodles by Category: Volume 2017-2022
Table 55 Sales of Rice, Pasta and Noodles by Category: Value 2017-2022
Table 56 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2017-2022
Table 57 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Rice, Pasta and Noodles: % Value 2018-2022
Table 59 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2019-2022
Table 60 NBO Company Shares of Rice: % Value 2018-2022
Table 61 LBN Brand Shares of Rice: % Value 2019-2022
Table 62 NBO Company Shares of Pasta: % Value 2018-2022
Table 63 LBN Brand Shares of Pasta: % Value 2019-2022
Table 64 NBO Company Shares of Noodles: % Value 2018-2022
Table 65 LBN Brand Shares of Noodles: % Value 2019-2022
Table 66 Distribution of Rice, Pasta and Noodles by Format: % Value 2017-2022
Table 67 Distribution of Rice by Format: % Value 2017-2022
Table 68 Distribution of Pasta by Format: % Value 2017-2022
Table 69 Distribution of Noodles by Format: % Value 2017-2022
Table 70 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2022-2027
Table 71 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2022-2027
Table 72 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2022-2027
Table 73 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Staple Foods

        • Packaged Flat Bread
        • Unpackaged Flat Bread
        • Packaged Leavened Bread
        • Unpackaged Leavened Bread
      • Packaged Cakes
      • Unpackaged Cakes
    • Dessert Mixes
    • Frozen Baked Goods
      • Packaged Pastries
      • Unpackaged Pastries
      • Sweet Pies and Tarts
      • Frozen Cakes, Sweet Pies and Tarts
    • Hot Cereals
      • Children's Breakfast Cereals
        • Flakes
        • Muesli and Granola
        • Other RTE Cereals
      • Shelf Stable Beans
      • Shelf Stable Fruit
      • Shelf Stable Tomatoes
      • Shelf Stable Vegetables
      • Frozen Fruit
      • Frozen Processed Potatoes
      • Frozen Processed Vegetables
        • Shelf Stable Processed Red Meat
        • Shelf Stable Processed Poultry
        • Chilled Processed Red Meat
        • Chilled Processed Poultry
        • Frozen Processed Red Meat
        • Frozen Processed Poultry
      • Shelf Stable Seafood
      • Chilled Processed Seafood
      • Frozen Processed Seafood
      • Chilled Meat and Seafood Substitutes
      • Frozen Meat and Seafood Substitutes
      • Shelf Stable Meat and Seafood Substitutes
    • Tofu and Derivatives
      • Chilled Noodles
      • Frozen Noodles
        • Instant Noodle Cups
        • Instant Noodle Pouches
      • Plain Noodles
      • Chilled Pasta
      • Dried Pasta
    • Rice

Staple Foods

NOTE: Couscous, polenta and quinoa are excluded from staple foods.

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