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Tea remains Kenya’s most popular hot drink
Retail value sales of hot drinks in Kenya continued to grow in 2025. Tea remained the leading category overall, but coffee recorded the fastest growth, supported by its position as a relatively immature category with scope for expansion. Within tea, black tea maintained its clear lead in both value and volume terms, while instant coffee dominated sales in coffee, with standard fresh ground coffee remaining a much smaller niche. Instant coffee’s appeal stems from its affordability and convenience, and from the fact that many consumers cannot afford the equipment, such as cafetières, required to prepare fresh coffee.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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 the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Kenya?
- To what extent are health considerations impacting consumption of Hot Drinks in Kenya?
- What are the traditional preferences in Hot Drinks in Kenya? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Kenya?
- Which are the leading brands in Hot Drinks in Kenya?
- How are products distributed in Hot Drinks in Kenya?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Kenya
Tea remains Kenya’s most popular hot drink
KEY DATA FINDINGS
Population growth and urbanisation underpin rising demand for hot drinks
Downtrading amid rising price sensitivity
New products shape market expansion
Growth fuelled by rising disposable incomes, urbanisation and population growth
Enhanced product visibility and availability via e-commerce and modernisation of the retail landscape
Promotion of green value chains and regenerative agriculture
Kenya Tea Packers maintains its leading position in 2025
Smaller players gaining traction with innovative products and aggressive marketing strategies
Consumers value the pricing and convenience of supermarkets
Growing number of e-commerce platforms drives online sales
Foodservice vs retail split
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Kenya
KEY DATA FINDINGS
Rising interest in coffee
Emerging coffee culture in Kenya supported by promotional campaigns
Instant coffee benefits from its low cost and convenience
Developing coffee culture supports future growth
Technological advancements ensure enhanced innovation
More sustainable practices anticipated
Nestlé Foods Kenya Ltd leads thanks to its strong position in instant coffee
C Dorman has a commanding lead in fresh coffee
Supermarkets retain their lead
Consumers value the convenience of e-commerce
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 31 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 32 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 33 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Kenya
KEY DATA FINDINGS
Tea remains Kenya’s most popular hot drink
Black tea is culturally entrenched in Kenya
Instant tea sees strong growth, albeit from a low base
Tea’s health and wellness benefits support continued growth
Further development of tea offering though technological advancements
Sustainable agricultural practices
Ketepa maintains its commanding lead in 2025
Supermarkets remains the leading channel in tea
Dynamic e-commerce
Table 36 Retail Sales of Tea by Category: Volume 2020-2025
Table 37 Retail Sales of Tea by Category: Value 2020-2025
Table 38 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 39 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 40 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 41 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 42 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 43 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Kenya
KEY DATA FINDINGS
Other hot drinks continue their upward trajectory
Health and wellness trend and innovation drive growth of malt-based drinks
Convenient chocolate-based flavoured powder drinks
Promising outlook for other hot drinks
Technological advances in production process
Health and wellness and sustainability: growing complementary trends
Nestlé Foods Kenya leads thanks to its longstanding presence
Cadbury Kenya offers a wide range of hot drink options tailored to diverse consumer preferences
Supermarkets attract consumers with frequent price promotions
Convenient e-commerce is the most dynamic distribution channel
Table 46 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 47 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 50 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 51 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 52 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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