Gum in Kenya in 2025 is expected to register positive current value growth, though volume growth is expected to be muted. Chewing gum accounts for most value sales and is also expected to register the higher value growth, driven by its benefits as a breath freshener among adults. Compared to bubble gum, which relies more heavily on novelty and impulse, chewing gum has more consumption occasions and is consumed regularly. In addition, chewing gum is often consumed along with khat, as it masks the

Chocolate confectionery is expected to register positive current value and volume growth in Kenya in 2025, though soaring global prices of cocoa beans, as a result of poor harvests, dampen volume growth to a degree. Tablets register the highest value growth, as they offer better value for money and they are also widely available both in supermarkets and kiosks. Smaller bar sizes, local sourcing, and trusted brands helped tablets maintain consumer appeal even amid high price sensitivity. Brands l

Sugar confectionery is expected to register both healthy current value and volume growth in Kenya in 2025, driven by affordability, impulse appeal, and strong presence across both traditional and modern retail. Boiled sweets continued to lead, thanks to their price stability and wide distribution, with brands like KSL and Mountain Mint offering consistent value. Lollipops also perform well, with local brands such as Kenafric’s Lotta and Muzuri’s Big Daddy maintaining strong shelf presence and b

Savoury snacks is expected to be the best performing snack in Kenya in 2025, registering both healthy current value and volume growth. They are increasingly popular as an on-the-go impulse snack and also for school lunches. Potato chips continue to account for most values sales, with strong shelf presence, high visibility, and frequent purchases across both traditional and modern retail. Frequent promotions and flavour innovation, such as masala, tomato, cheese, continue to support value sales.

Sweet biscuits, fruit snacks and snack bars is expected to register positive current value growth in Kenya in 2024, though volume growth is expected to be more muted in what is a mature product area. Sweet biscuits continue to account for most value sales, with offerings for fruits snacks and snacks bars being negligible. Within sweet biscuits, demand is driven by affordability, with plain and filled biscuits accounting for most value sales, thanks to low prices and wide reach, especially from l

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.

Ice cream is expected to register both healthy current value and volume growth in Kenya in 2025, driven by strong impulse demand and increasing interest in family-sized formats. Ice cream remains highly weighted toward single-portion dairy-based impulse ice cream in cones, cups and sticks. This is supported by affordability, on-the-go consumption, and limited penetration of home freezers among lower- to middle-income households. That being said, bulk and take-home formats, while smaller in volum

In 2024, Kenya’s tobacco landscape continued its slow but unmistakable evolution, shaped by the convergence of economic pressures, shifting consumer values, and a diversifying product landscape. Traditional smoking continued to face headwinds due to rising excise taxes, tighter advertising and public usage restrictions, and a growing awareness of tobacco-related health risks. At the same time, consumers – particularly younger adults – began exploring emerging alternatives such as e-vapour produc

In 2024, cigarettes in Kenya continued to shrink due to a combination of stricter regulations, shifting social norms, and reduced production capacity. The enforcement of the Tobacco Control Act of 2007 intensified, with some counties adopting measures that restrict public and shelf displays, leading to a “purchase-on-request” model. This limited visibility has contributed to a decline in consumer uptake, particularly among new or occasional smokers. Meanwhile, enforcement around designated smoki

Retail volume sales of cigars and cigarillos increased in 2024. This growth was underpinned by a blend of product innovation, improved accessibility, and evolving consumer preferences. Cigar smoking, once considered niche, is now being reframed as a social experience, especially among younger, urban consumers seeking alternatives to cigarettes and shisha. The emergence of cigar lounges and curated events – such as blind cigar tasting parties – has contributed to this repositioning by creating so

In 2024, volume sales of smokeless tobacco rose, while value sales of e-vapour products increased, and volume sales of heated tobacco, meanwhile, also posted an increase. These developments reflect a growing demand for alternative nicotine products, particularly among health-conscious consumers and younger demographics. Socioeconomic and behavioural factors such as education level, income bracket and occupation significantly influenced uptake. For instance, individuals with lower levels of educa

Beer in Kenya registered healthy volume growth in 2024, in particular economy brands. Though inflation eased, it was still significant, and consumers continued to be price sensitive. Despite these challenges, there was also increasing interest in premium beers, particularly among urban consumers. EABL’s launch of Tusker Ndimu a lemon-flavoured lager was well received. The Manyatta craft beer line also demonstrates an effort to cater to this emerging demand?. Lager continued to account for most

Though volume sales were still low for cider/perry compared with other alcoholic drinks, it registered positive volume growth in Kenya in 2024. The growth was supported by the expanding availability of cider/perry in both on-trade and off-trade channels. Urban millennials of under 40-years-of-age and young professionals are driving this trend, seeking alternatives to beer. Locally produced ciders, such as EABL’s Manyatta Cider and Kenyan Originals are incorporating flavours and branding that app

Overall, alcoholic drinks in Kenya registered healthy volume growth in 2024, largely supported by the strong performance of beer, and in particular economy brands. The landscape continued to be shaped by inflation, with affordability a key focus. This was also evident in the popularity of local spirits over imported brands. Also, in terms of wine, more consumers turned to affordable wine options, particularly locally produced wines and budget-friendly imports.

Spirits registered healthy volume growth in Kenya in 2024. However, price sensitivity continued to affect consumer behaviour, after several years of high inflation. As such, local more affordable spirits were in demand. An example being County from KWAL and Kenya Cane from EABL, which offer premium taste at budget-friendly price. Consumers also prioritised smaller sizes, in order to cut down on the financial outlay. White spirits continued to account for most volume sales, as locally produced sp

Wine registered moderate volume growth in Kenya in 2024. Though inflation eased, it was still an issue and this shaped spending on wine in 2024. More consumers turned to affordable wine options, particularly locally produced wines and budget-friendly imports?. For example, the local winery Leleshwa offers wines which range between KES1200-2000 for 750ml compared to imported options ranging from KES2000-12,000. In addition, in response to high price sensitivity, the retailer KWAL has introduced s

While RTDs have registered significant volume over the review period, growth was more muted in 2024, as RTDs have reached a degree of maturity in Kenya. However, RTDs are now a sizeable alcoholic drink in Kenya. Smirnoff Ice in particular is popular, with targeted marketing campaigns supporting growth. In addition, smaller sized offerings have also supported growth, as its consumer base is price sensitive. Spirit-based RTDs continued to account for most volume sales, though non-alcoholic RTDs g

The population of Kenya is predicted to increase by 31.3%, due to changes in net migration and natural change, standing at a total of 74.1 million citizens by 2040. The birth rate in Kenya is anticipated to fall between 2024 and 2040. By 2040, young adults (aged 18-29) will make up the largest cohort of the population. Generational cohorts in Kenya will continue to influence consumer expenditure based on their specific purchasing habits and unique demands.

Value sales of menstrual care increased notably in 2024, primarily driven by improved affordability and enhanced functionality of standard towels. Consequently, standard towels emerged as the largest category within menstrual care during the year. Subsidised production significantly contributed to growth, directly addressing affordability challenges previously faced by approximately 67% of women and girls who could not purchase menstrual products. Standard towels with wings proved particularly d

Value sales of wipes increased notably in 2024, primarily driven by robust growth in baby wipes, the sole wipes category available in Kenya. This increase was underpinned by rising disposable incomes among affluent consumers, who demonstrated a strong preference for premium products catering to their babies' skincare needs. Baby wipes benefited from higher consumer awareness about hygiene and skin health, coupled with a growing reputation for multifunctional use, including cosmetic and general h

Value sales of nappies/diapers/pants experienced notable growth in 2024, driven primarily by manufacturers' strategic focus on providing value-for-money products. This growth coincided with the increasing adoption of disposable nappies in Kenya, as traditional alternatives such as cloth nappies continued to decline in popularity. The largest category in 2024 was newborn nappies/diapers, benefiting significantly from Kenya's rising birth rates and a shift in parental preferences towards using nap

Sales of tissue and hygiene in Kenya rose notably in value terms in 2024, driven primarily by robust consumer demand and increased adoption of disposable hygiene products. In volume terms, the market also experienced moderate growth, driven by continued urbanisation, higher disposable incomes, and the shift away from traditional hygiene products towards disposable alternatives. Eco-friendliness and sustainability emerged as key regulatory and consumer priorities, prompting significant investment

Value sales of away-from-home tissue increased significantly in 2024, driven primarily by the growing urban development and expanding tourism sector, which heightened demand for away-from-home products, particularly away-from-home toilet paper. Away-from-home toilet paper was the largest category, benefiting substantially from Kenya’s thriving tourism industry, which necessitated increased procurement by hotels and hospitality establishments. Napkins emerged as the most dynamic category however,

Value sales of retail tissue rose substantially in 2024, driven primarily by the robust performance of toilet paper, which remained the largest category within retail tissue. Toilet paper’s dominance was sustained by increasing urbanisation, improved sanitation awareness, and a preference shift away from traditional alternatives. Paper towels, however, emerged as the most dynamic category in 2024, showing particularly strong growth driven by consumers' growing appreciation for their multifunctio