Select Country Report
Staple foods in 2024: The big picture
Inflation has significantly impacted Kenya’s staple foods market in 2024 . The rising cost of raw materials such as wheat, transportation and packaging, as well as fluctuating foreign exchange rates have driven up production costs.
Key trends in 2024
Health and wellness remains a key trend in staple foods in 2024, with consumers increasingly seeking healthier options, including whole grains and high-fibre foods. This shift is reflected in the rising demand for products such as whole grain breads and fortified cereals????.
Competitive landscape
Companies have been actively promoting their portfolios and have introduced a range of new products in 2024, including fortified Pearl Rice, sugar free Festive bread and Nala instant noodles. These strategies aim to maintain competitiveness, as well as cater to rising consumer health concerns.
Channel developments
Retail e-commerce and supermarkets are experiencing the fastest growth in staple foods in 2024 due to their convenience and wide reach. Companies are prioritising these channels for marketing and distribution, with a strong focus on digital marketing strategies.
What next for staple foods?
Innovation in staple foods is set to drive strong value growth over the forecast period. Key developments will include new product formulations such as Capwell Industries Ltd’s fortified Pearl Rice with essential vitamins and minerals, which addresses public health issues such as anaemia.
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Overview:
Understand the latest market trends and future growth opportunities for the Staple Foods 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 Staple Foods 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 Staple Foods 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 Staple Foods in Kenya?
- Which are the leading brands in Staple Foods in Kenya?
- How are products distributed in Staple Foods 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 Staple Foods?
- 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?
Staple Foods in Kenya
Staple foods in 2024: The big picture
Key trends in 2024
Competitive landscape
Channel developments
What next for staple foods?
Table 1 Sales of Staple Foods by Category: Volume 2019-2024
Table 2 Sales of Staple Foods by Category: Value 2019-2024
Table 3 Sales of Staple Foods by Category: % Volume Growth 2019-2024
Table 4 Sales of Staple Foods by Category: % Value Growth 2019-2024
Table 5 NBO Company Shares of Staple Foods: % Value 2020-2024
Table 6 LBN Brand Shares of Staple Foods: % Value 2021-2024
Table 7 Penetration of Private Label by Category: % Value 2020-2024
Table 8 Distribution of Staple Foods by Format: % Value 2019-2024
Table 9 Forecast Sales of Staple Foods by Category: Volume 2024-2029
Table 10 Forecast Sales of Staple Foods by Category: Value 2024-2029
Table 11 Forecast Sales of Staple Foods by Category: % Volume Growth 2024-2029
Table 12 Forecast Sales of Staple Foods by Category: % Value Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Baked Goods in Kenya
KEY DATA FINDINGS
Price increases prompt consumers to look for more affordable options in 2024
Shift to more nutritious products with rising health consciousness
As the competitive landscape sees consolidation, artisanal bakeries continue to rise
Challenges ahead
Rising consumer interest in sustainability: a key opportunity for growth
Further shift towards healthier options
Table 13 Sales of Baked Goods by Category: Volume 2019-2024
Table 14 Sales of Baked Goods by Category: Value 2019-2024
Table 15 Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 16 Sales of Baked Goods by Category: % Value Growth 2019-2024
Table 17 Sales of Pastries by Type: % Value 2019-2024
Table 18 NBO Company Shares of Baked Goods: % Value 2020-2024
Table 19 LBN Brand Shares of Baked Goods: % Value 2021-2024
Table 20 Distribution of Baked Goods by Format: % Value 2019-2024
Table 21 Forecast Sales of Baked Goods by Category: Volume 2024-2029
Table 22 Forecast Sales of Baked Goods by Category: Value 2024-2029
Table 23 Forecast Sales of Baked Goods by Category: % Volume Growth 2024-2029
Table 24 Forecast Sales of Baked Goods by Category: % Value Growth 2024-2029
Breakfast Cereals in Kenya
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
Table 25 Sales of Breakfast Cereals by Category: Volume 2019-2024
Table 26 Sales of Breakfast Cereals by Category: Value 2019-2024
Table 27 Sales of Breakfast Cereals by Category: % Volume Growth 2019-2024
Table 28 Sales of Breakfast Cereals by Category: % Value Growth 2019-2024
Table 29 NBO Company Shares of Breakfast Cereals: % Value 2020-2024
Table 30 LBN Brand Shares of Breakfast Cereals: % Value 2021-2024
Table 31 Distribution of Breakfast Cereals by Format: % Value 2019-2024
Table 32 Forecast Sales of Breakfast Cereals by Category: Volume 2024-2029
Table 33 Forecast Sales of Breakfast Cereals by Category: Value 2024-2029
Table 34 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2024-2029
Table 35 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2024-2029
Processed Fruit and Vegetables in Kenya
KEY DATA FINDINGS
Kenyan consumers show a strong preference for fresh fruit and vegetables
Distribution challenges remain
Premier Foods maintains its lead in 2024
Price sensitivity and competition from fresh produce will remain obstacles to growth
Convenience and sustainability as key drivers
Shift to plant-based diets and sustainable products
Table 36 Sales of Processed Fruit and Vegetables by Category: Volume 2019-2024
Table 37 Sales of Processed Fruit and Vegetables by Category: Value 2019-2024
Table 38 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2019-2024
Table 39 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2019-2024
Table 40 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2019-2024
Table 41 NBO Company Shares of Processed Fruit and Vegetables: % Value 2020-2024
Table 42 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2021-2024
Table 43 Distribution of Processed Fruit and Vegetables by Format: % Value 2019-2024
Table 44 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2024-2029
Table 45 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2024-2029
Table 46 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2024-2029
Table 47 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2024-2029
Processed Meat, Seafood and Alternatives To Meat in Kenya
KEY DATA FINDINGS
Price increases encourage consumer shift to smaller pack sizes and cheaper fresh produce in 2024
Strong demand despite rising health consciousness
Farmer’s Choice maintains its lead in 2024
Challenge of rising health concerns
Affordability will remain a significant barrier to future demand
Processed seafood to benefit from its perceived health benefits
Table 48 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2019-2024
Table 49 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2019-2024
Table 50 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Volume Growth 2019-2024
Table 51 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Value Growth 2019-2024
Table 52 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2019-2024
Table 53 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2019-2024
Table 54 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2019-2024
Table 55 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2019-2024
Table 56 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2019-2024
Table 57 NBO Company Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2020-2024
Table 58 LBN Brand Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2021-2024
Table 59 Distribution of Processed Meat, Seafood and Alternatives to Meat by Format: % Value 2019-2024
Table 60 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2024-2029
Table 61 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2024-2029
Rice, Pasta and Noodles in Kenya
KEY DATA FINDINGS
Price increases as inflation drives up the cost of raw materials and transportation
Capwell Industries Limited leads innovation with fortified rice
Indomie maintains its overall lead in 2024
Stiff competition from other staple goods and unpackaged products
Price sensitivity set to persist
Health and convenience trends will continue to influence sales
Table 62 Sales of Rice, Pasta and Noodles by Category: Volume 2019-2024
Table 63 Sales of Rice, Pasta and Noodles by Category: Value 2019-2024
Table 64 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2019-2024
Table 65 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2019-2024
Table 66 Sales of Instant Noodles by Leading Flavours: Rankings 2019-2024
Table 67 NBO Company Shares of Rice, Pasta and Noodles: % Value 2020-2024
Table 68 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2021-2024
Table 69 NBO Company Shares of Rice: % Value 2020-2024
Table 70 LBN Brand Shares of Rice: % Value 2021-2024
Table 71 NBO Company Shares of Pasta: % Value 2020-2024
Table 72 LBN Brand Shares of Pasta: % Value 2021-2024
Table 73 NBO Company Shares of Noodles: % Value 2020-2024
Table 74 LBN Brand Shares of Noodles: % Value 2021-2024
Table 75 Distribution of Rice, Pasta and Noodles by Format: % Value 2019-2024
Table 76 Distribution of Rice by Format: % Value 2019-2024
Table 77 Distribution of Pasta by Format: % Value 2019-2024
Table 78 Distribution of Noodles by Format: % Value 2019-2024
Table 79 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2024-2029
Table 80 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2024-2029
Table 81 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2024-2029
Table 82 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2024-2029
The following categories and subcategories are included:
Staple Foods
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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
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- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
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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
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- Shelf Stable Processed Red Meat
- Shelf Stable Processed Poultry
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- Chilled Processed Red Meat
- Chilled Processed Poultry
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- Frozen Processed Red Meat
- Frozen Processed Poultry
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- Shelf Stable Seafood
- Chilled Processed Seafood
- Frozen Processed Seafood
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- Chilled Meat and Seafood Substitutes
- Frozen Meat and Seafood Substitutes
- Shelf Stable Meat and Seafood Substitutes
- Tofu and Derivatives
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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Staple Foods
NOTE: Couscous, polenta and quinoa are excluded from staple foods.
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This report originates from Passport, our Staple Foods research and analysis database.
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