COMPETITIVE LANDSCAPE
Mini Bakeries continues to lead, thanks to its longstanding presence in packaged leavened bread
Mini Bakeries continues to lead, and is the only player with a double-digit percentage value share. Founded in 1970, the company has extensive experience in the bakery sector, and it has developed expertise and in-depth knowledge of the local palette.
Artisanal players gain the most value share.
Artisanal bakeries continue to account for most value sales, accounting for over a quarter of value sales. They also gain the most value share in 2025, as the competitive landscape becomes more fragmented.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods 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 Baked Goods 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 Baked Goods 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 Baked Goods in Kenya?
- Which are the leading brands in Baked Goods in Kenya?
- How are products distributed in Baked Goods 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 Baked Goods?
- 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?
Baked Goods in Kenya - Category analysis
KEY DATA FINDINGS
Positive picture in 2025
Steady growth for baked goods in Kenya
Unpackaged cakes gains most value share
Positive outlook over forecast period
Rising health consciousness shapes new product launches
Technological advancements improve efficiencies
Mini Bakeries continues to lead, thanks to its longstanding presence in packaged leavened bread
Artisanal players gain the most value share.
Small local grocers continue to dominate
Small local grocers gains most value share
Staple Foods in Kenya - Industry Overview
Healthy growth across the board
KEY DATA FINDINGS
A positive picture in 2025
Rising health consciousness has growing influence
Growing focus on sustainability
Continuing healthy growth over forecast period
Innovation way to stand out from crowd
Growing demand for healthier options
Kapa Oil Refineries registers highest value growth
Small local grocers are the largest distribution channel
Small local grocers gains most value share
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Baked Goods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: in most cases, baked goods from in-store bakeries are classified under unpackaged/artisanal. While many such offerings may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which are often used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available. Baked goods baked from central bakeries sold unpackaged in other outlets are classified as unpackaged/artisanal. In the specific case of in-store bakery counters (for example, in supermarkets), if baked goods are finished on-site but then packaged (for example, in a box or bag) with a barcode and price, set out in the store for sale in this packaging and sold like any other packaged food product (i.e. a customer takes the packaged item from a shelf) then this is classified as packaged. If however the baked good is finished on-site, displayed unpackaged but then placed in packaging as part of the transaction (i.e. a supermarket worker at an in-store bakery counter/a customer places it in a box/bag after it has been chosen, to allow it to be carried safely) this is still classified as unpackaged.
See all of our definitionsWhy 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 report originates from Passport, our Baked Goods research and analysis database.
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