Select Country Report
Snacks in 2025: The big picture
Overall, it is expected to be a positive picture for snacks in Kenya in 2025, with both healthy current value and volume growth, partly supported by continuing population growth.
Key trends in 2025
Local snack brands are finding traction by adapting international formats to local taste preferences. In savoury snacks, local brands such as Krackles, Urban Bitez and Tropical Heat have launched flavours such as masala- and chili-flavoured potato chips. Also, in sweeter snack offerings, flavour twists on classics, such as strawberry-filled biscuits or pineapple-flavoured toffees, keep the consumer engaged.
Competitive Landscape
Local companies have a significant foothold in snacks in Kenya, with sales supported by affordability. They are also adept at tailoring products and marketing to resonate with local tastes and preferences.
Channel developments
Supermarkets are the main distribution channel, accounting for over half of value share. They have larger selections of both local and imported brands, including premium, as well as differing formats, and this supports value sales. They also offer regular promotions. In addition, large reliable freezers also support value sales
What next for snacks?
There will continue to healthy constant value and volume growth over the forecast period, as the outlook for the Kenyan economy is broadly positive. That being said, there are uncertainties, including a possible global trade war.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 Snacks 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 Snacks 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 Snacks in Kenya?
- Which are the leading brands in Snacks in Kenya?
- How are products distributed in Snacks 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 Snacks?
- 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?
Snacks in Kenya
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
Table 1 Sales of Snacks by Category: Volume 2020-2025
Table 2 Sales of Snacks by Category: Value 2020-2025
Table 3 Sales of Snacks by Category: % Volume Growth 2020-2025
Table 4 Sales of Snacks by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Snacks: % Value 2021-2025
Table 6 LBN Brand Shares of Snacks: % Value 2022-2025
Table 7 Penetration of Private Label by Category: % Value 2020-2025
Table 8 Distribution of Snacks by Format: % Value 2020-2025
Table 9 Forecast Sales of Snacks by Category: Volume 2025-2030
Table 10 Forecast Sales of Snacks by Category: Value 2025-2030
Table 11 Forecast Sales of Snacks by Category: % Volume Growth 2025-2030
Table 12 Forecast Sales of Snacks by Category: % Value Growth 2025-2030
DISCLAIMER
Summary 1 Research Sources
Chocolate Confectionery in Kenya
KEY DATA FINDINGS
Tablets register higher value growth, due to their better value for money
Cadbury holds on to commanding lead
Supermarkets lead, but small local grocer key for low-cost purchases
Continuing growth, though price rises have an impact
Digital space plays an increasing role
Sustainability a growing concern
Table 13 Sales of Chocolate Confectionery by Category: Volume 2020-2025
Table 14 Sales of Chocolate Confectionery by Category: Value 2020-2025
Table 15 Sales of Chocolate Confectionery by Category: % Volume Growth 2020-2025
Table 16 Sales of Chocolate Confectionery by Category: % Value Growth 2020-2025
Table 17 Sales of Chocolate Tablets by Type: % Value 2020-2025
Table 18 NBO Company Shares of Chocolate Confectionery: % Value 2021-2025
Table 19 LBN Brand Shares of Chocolate Confectionery: % Value 2022-2025
Table 20 Distribution of Chocolate Confectionery by Format: % Value 2020-2025
Table 21 Forecast Sales of Chocolate Confectionery by Category: Volume 2025-2030
Table 22 Forecast Sales of Chocolate Confectionery by Category: Value 2025-2030
Table 23 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2025-2030
Table 24 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2025-2030
Gum in Kenya
KEY DATA FINDINGS
Chewing gum consumed with khat supports value sales
Mars continues to dominate
Small local grocers dominate distribution
Steady, but limited growth over forecast period
Digital space plays increasing role
Sustainability concerns remain low on the agenda
Table 25 Sales of Gum by Category: Volume 2020-2025
Table 26 Sales of Gum by Category: Value 2020-2025
Table 27 Sales of Gum by Category: % Volume Growth 2020-2025
Table 28 Sales of Gum by Category: % Value Growth 2020-2025
Table 29 Sales of Gum by Flavour: Rankings 2020-2025
Table 30 NBO Company Shares of Gum: % Value 2021-2025
Table 31 LBN Brand Shares of Gum: % Value 2022-2025
Table 32 Distribution of Gum by Format: % Value 2020-2025
Table 33 Forecast Sales of Gum by Category: Volume 2025-2030
Table 34 Forecast Sales of Gum by Category: Value 2025-2030
Table 35 Forecast Sales of Gum by Category: % Volume Growth 2025-2030
Table 36 Forecast Sales of Gum by Category: % Value Growth 2025-2030
Sugar Confectionery in Kenya
KEY DATA FINDINGS
Healthy volume growth sustained by affordability
Local players continue to lead
Small local grocers continue to dominate
Continuing healthy growth, due to affordability
Digital space slowly gains relevance
Sustainability and healthier positioning still low on the agenda
Table 37 Sales of Sugar Confectionery by Category: Volume 2020-2025
Table 38 Sales of Sugar Confectionery by Category: Value 2020-2025
Table 39 Sales of Sugar Confectionery by Category: % Volume Growth 2020-2025
Table 40 Sales of Sugar Confectionery by Category: % Value Growth 2020-2025
Table 41 Sales of Chewy Candies by Type: % Value 2020-2025
Table 42 NBO Company Shares of Sugar Confectionery: % Value 2021-2025
Table 43 LBN Brand Shares of Sugar Confectionery: % Value 2022-2025
Table 44 Distribution of Sugar Confectionery by Format: % Value 2020-2025
Table 45 Forecast Sales of Sugar Confectionery by Category: Volume 2025-2030
Table 46 Forecast Sales of Sugar Confectionery by Category: Value 2025-2030
Table 47 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2025-2030
Table 48 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2025-2030
Ice Cream in Kenya
KEY DATA FINDINGS
Healthy current value and volume growth in 2025
Dairyland continues to have commanding lead
Supermarkets dominate distribution
Healthy outlook over forecast period
Digital space gains influence
Plant-based offerings, as well as sustainability, still low on agenda
Table 49 Sales of Ice Cream by Category: Volume 2020-2025
Table 50 Sales of Ice Cream by Category: Value 2020-2025
Table 51 Sales of Ice Cream by Category: % Volume Growth 2020-2025
Table 52 Sales of Ice Cream by Category: % Value Growth 2020-2025
Table 53 Sales of Ice Cream by Leading Flavours: Rankings 2020-2025
Table 54 Sales of Impulse Ice Cream by Format: % Value 2020-2025
Table 55 NBO Company Shares of Ice Cream: % Value 2021-2025
Table 56 LBN Brand Shares of Ice Cream: % Value 2022-2025
Table 57 NBO Company Shares of Impulse Ice Cream: % Value 2021-2025
Table 58 LBN Brand Shares of Impulse Ice Cream: % Value 2022-2025
Table 59 NBO Company Shares of Take-home Ice Cream: % Value 2021-2025
Table 60 LBN Brand Shares of Take-home Ice Cream: % Value 2022-2025
Table 61 Distribution of Ice Cream by Format: % Value 2020-2025
Table 62 Forecast Sales of Ice Cream by Category: Volume 2025-2030
Table 63 Forecast Sales of Ice Cream by Category: Value 2025-2030
Table 64 Forecast Sales of Ice Cream by Category: % Volume Growth 2025-2030
Table 65 Forecast Sales of Ice Cream by Category: % Value Growth 2025-2030
Savoury Snacks in Kenya
KEY DATA FINDINGS
Best performing snacks in 2025
Deepa holds on to strong lead
Supermarkets lead distribution
Bright outlook over forecast period
Digital space increasingly relevant
Healthier positioning, as well as sustainability, gain some momentum
Summary 2 Other Savoury Snacks by Product Type: 2025
Table 66 Sales of Savoury Snacks by Category: Volume 2020-2025
Table 67 Sales of Savoury Snacks by Category: Value 2020-2025
Table 68 Sales of Savoury Snacks by Category: % Volume Growth 2020-2025
Table 69 Sales of Savoury Snacks by Category: % Value Growth 2020-2025
Table 70 NBO Company Shares of Savoury Snacks: % Value 2021-2025
Table 71 LBN Brand Shares of Savoury Snacks: % Value 2022-2025
Table 72 Distribution of Savoury Snacks by Format: % Value 2020-2025
Table 73 Forecast Sales of Savoury Snacks by Category: Volume 2025-2030
Table 74 Forecast Sales of Savoury Snacks by Category: Value 2025-2030
Table 75 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2025-2030
Table 76 Forecast Sales of Savoury Snacks by Category: % Value Growth 2025-2030
Sweet Biscuits, Snack Bars and Fruit Snacks in Kenya
KEY DATA FINDINGS
Plain biscuits drive growth, due to their affordability
Local player Manji holds on to top spot
Supermarkets lead distribution of sweet biscuits
Affordability continues to drive sales
Digital space has increasing influence
Better-for-you and sustainability slowly gain traction
Table 77 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2020-2025
Table 78 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2020-2025
Table 79 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2020-2025
Table 80 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2020-2025
Table 81 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2021-2025
Table 82 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2022-2025
Table 83 NBO Company Shares of Sweet Biscuits: % Value 2021-2025
Table 84 LBN Brand Shares of Sweet Biscuits: % Value 2022-2025
Table 85 NBO Company Shares of Snack Bars: % Value 2021-2025
Table 86 LBN Brand Shares of Snack Bars: % Value 2022-2025
Table 87 NBO Company Shares of Fruit Snacks: % Value 2021-2025
Table 88 LBN Brand Shares of Fruit Snacks: % Value 2022-2025
Table 89 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2020-2025
Table 90 Distribution of Sweet Biscuits by Format: % Value 2020-2025
Table 91 Distribution of Snack Bars by Format: % Value 2020-2025
Table 92 Distribution of Fruit Snacks by Format: % Value 2020-2025
Table 93 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2025-2030
Table 94 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2025-2030
Table 95 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2025-2030
Table 96 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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