Executive Summary

Oct 2019
PROSPECTS
Honey appeals to health-conscious consumers as a natural alternative to sugar

Due to growing health concerns, consumers are increasingly leading healthier lifestyles. Global concerns about the sugar content in food being linked to lifestyle diseases are expected to slow growth.

Players are responding to health-conscious consumers by increasing their ranges

Health-conscious consumers are pushing manufactures towards ingredients that are considered beneficial to their health. This has led to an increase in variants for nut and seed-based spreads products, who appeal to consumers through nutritional qualities, including protein, fibre and vitamins.

Jams and preserves increasing flavour range, while chocolate spreads remains negligible 

Increased sophistication in consumer tastes and preferences, has been responded to by manufacturers of jams and preserves. Players have expanded their ranges to include more exotic fruit combinations, such as seasonal mango and peaches, and more savoury preserves, predominantly based on tomatoes.

COMPETITIVE LANDSCAPE
Local brands dominate sales due to their high levels of awareness 

Domestic players such as Trufoods hold the lead due to their long-standing presence in sweet spreads and their ability to innovate to cater to changing consumer needs. Furthermore, modern retail channels are usually more receptive to promoting local brands on their shelves as consumers are aware of local producers, who offer innovative products.

Promotional activities are expected to intensify to cut through competition 

Producers are expected to carry out aggressive marketing campaigns to maintain their value shares. With a wide range of products and variants available, consumers are spoilt for choice and have limited brand loyalty.

American Garden Products and Trufoods compete to lead nut and seed based spreads

American Garden Products and Trufoods face price competition when it comes to their peanut butter products. Trufoods is a domestic product that is locally made, so it can be available at a cheaper price point, whereas American Garden Products is an international brand that has a long-standing and loyal consumer base.

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Sweet Spreads in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spreads industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spreads industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spreads in Kenya market research report includes:

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

Our market research reports answer questions such as:

  • What is the market size of Spreads in Kenya?
  • What are the major brands in Kenya?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Sweet Spreads in Kenya - Category analysis

HEADLINES

PROSPECTS

Honey appeals to health-conscious consumers as a natural alternative to sugar
Players are responding to health-conscious consumers by increasing their ranges
Jams and preserves increasing flavour range, while chocolate spreads remains negligible 

COMPETITIVE LANDSCAPE

Local brands dominate sales due to their high levels of awareness 
Promotional activities are expected to intensify to cut through competition 
American Garden Products and Trufoods compete to lead nut and seed based spreads

CATEGORY DATA

Table 1 Sales of Sweet Spreads by Category: Volume 2014-2019
Table 2 Sales of Sweet Spreads by Category: Value 2014-2019
Table 3 Sales of Sweet Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Sweet Spreads by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Sweet Spreads: % Value 2015-2019
Table 6 LBN Brand Shares of Sweet Spreads: % Value 2016-2019
Table 7 Distribution of Sweet Spreads by Format: % Value 2014-2019
Table 8 Forecast Sales of Sweet Spreads by Category: Volume 2019-2024
Table 9 Forecast Sales of Sweet Spreads by Category: Value 2019-2024
Table 10 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Sweet Spreads by Category: % Value Growth 2019-2024

Packaged Food in Kenya - Industry Overview

EXECUTIVE SUMMARY

Healthy growth recorded in 2019 despite tough trading conditions
Growing middle class helps sustain growth as threats of food shortages persist
Packaged food remained competitive with a mix of local and international players
Value for money drives growth of modern retailing in 2019
Expansion of middle class set to boost demand for packaged food

FOODSERVICE

Sales to foodservice
Increase in foodservice outlets spur demand for packaged food
Young urban population and expanding middle class drives growth of foodservice channels
Hot supermarket meals offer greater convenience

CATEGORY DATA

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Distribution of Packaged Food by Format: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format and Category: % Value 2019
Table 25 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 26 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources