Having declined for the first time in many years during 2020, retail volume sales of sweet biscuits, snack bars and fruit snacks will stabilise in 2021, with no more than a marginal decline. There are no significant retail volume sales of fruit snacks and snack bars in Kenya, but sweet biscuits are a popular snack, particularly plain biscuits, cookies and chocolate coated biscuits.
Kenyan consumers are becoming more health conscious, with obesity rising up the public policy agenda. COVID-19 has played a role in this by underlining the health risks associated with obesity.
Local player Manji Foods Industries Ltd significantly strengthened its leadership position in sweet biscuits, snack bars and fruit snacks during the latter part of the review period. It broad portfolio of affordable products includes such traditional biscuits as digestives, gingersnaps, rich tea and shortcake, in addition to sandwich cream biscuits in flavours like strawberry, orange, chocolate and pineapple.
Retail volume sales of sweet biscuits, snack bars and fruit snacks will begin to expand again during 2022, with an anticipated post-pandemic economic rebound key to this. Ongoing population growth and urbanisation will also play a role.
While demand for snack bars is currently negligible in Kenya, they could become more prominent during the forecast period. During the latter part of the review period, foodservice chain Java launched a granola bar that is positioned as a healthy snack, while Weetabix East Africa LTD has launched Alpen cereal bars.
E-commerce emerged as a small but significant distribution channel for sweet biscuits, snack bars and fruit 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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Understand the latest market trends and future growth opportunities for the Biscuits and Snack Bars industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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