PROSPECTS AND OPPORTUNITIES
Growth potential of an emerging market
The Kenyan breakfast cereals market is still emerging and the category holds significant growth potential, driven by the adoption of more westernised diets and ongoing urbanisation. Healthy constant value and volume growth is therefore anticipated over the course of the forecast period.
Health and wellness concerns will drive demand for healthier breakfast cereals
With a rising focus on health and wellness, Kenyan consumers are expected to increasingly gravitate towards healthier options over the forecast period, including variants boasting fortified/functional properties that offer specific health benefits. Other popular claims are high antioxidants, immunity-boosting vitamins, and additional protein benefits.
Weetabix set to retain its clear lead
Whilst Weetabix is likely to remain the leading breakfast cereal brand over the period to 2029, there is an increasing number of consumers seeking wheat and gluten-free options due to health concerns. This shift presents a significant opportunity for other breakfast cereal brands to gain market share going forward by emphasising their gluten-free benefits and catering to this evolving consumer preference.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals 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 Breakfast Cereals 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 Breakfast Cereals 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 Breakfast Cereals in Kenya?
- Which are the leading brands in Breakfast Cereals in Kenya?
- How are products distributed in Breakfast Cereals 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 Breakfast Cereals?
- 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?
Breakfast Cereals in Kenya - Category analysis
KEY DATA FINDINGS
Companies seek to mitigate the impact of price hikes on price-sensitive consumers
Rising health and wellness drives growth of healthier options
Competitive landscape is led by multinationals
Growth potential of an emerging market
Health and wellness concerns will drive demand for healthier breakfast cereals
Weetabix set to retain its clear lead
Staple Foods in Kenya - Industry Overview
Staple foods in 2024: The big picture
Key trends in 2024
Competitive landscape
Channel developments
What next for staple foods?
DISCLAIMER
The following categories and subcategories are included:
Breakfast Cereals
- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
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 Breakfast Cereals research and analysis database.
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