COMPETITIVE LANDSCAPE
Premier Foods holds on to tight lead
Premier Foods holds on to tight lead in processed fruits and vegetables. It has been operating for more than 90 years and the company’s success can be attributed to its reputation for reliability, affordability and widespread distribution.
Second-placed Trufoods also has sizeable foothold
Second-placed Trufoods also has a sizeable foothold. It also continually innovates and responds to global trends and recently launched sugar-free offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Processed Fruit and Vegetables 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 Processed Fruit and Vegetables 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 Processed Fruit and Vegetables 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 Processed Fruit and Vegetables in Kenya?
- Which are the leading brands in Processed Fruit and Vegetables in Kenya?
- How are products distributed in Processed Fruit and Vegetables 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 Processed Fruit and Vegetables?
- 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?
Processed Fruit and Vegetables in Kenya - Category analysis
KEY DATA FINDINGS
Continuing growth among middle class
Shelf stable vegetables account for most sales
Shelf stable vegetables register highest value growth
Continuing growth among higher-income consumers
Rising health consciousness influences product development over forecast period
Sustainability a growing focus over forecast period
Premier Foods holds on to tight lead
Second-placed Trufoods also has sizeable foothold
Supermarkets continue to dominate distribution
Supermarkets gain 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:
Processed Fruit and Vegetables
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
Processed Fruit and Vegetables
This is the aggregation of processed shelf stable fruit and vegetables and processed frozen fruit and vegetables.
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 Processed Fruit and Vegetables research and analysis database.
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