Rising demand for convenience drives healthy growth in breakfast cereals. In addition, the continuing expansion of modern grocery retailers is driving growth in what is an immature product area. Over the forecast period, rising health consciousness, as well as rising concerns about climate change, will influence product development.

Packaged leavened bread continues to account for most volume sales, though unpackaged cakes gains the most value share in 2025, supported by demand for special occasions such as weddings. Small local grocers continue to drive distribution, as their convenient locations in local neighbourhoods supports value sales. Over the forecast period, rising health consciousness will shape product development.

Rice continues to be Kenya’s most popular staple in terms of volume sales. However, instant noodles registers higher value growth, as its affordability and convenience continues to support sales. Over the forecast period, they will be increasing focus in terms of sustainability of local rice production, as climate change has a negative impact.

Processed fruit and vegetables, and in particular, shelf stable vegetables, continued to be in demand among the Kenyan middle class, with convenience supporting sales. Over, the forecast period, rising health consciousness will have an impact in terms of messaging and product development. For instance, there will be increasing offerings with lower sugar and salt content.

It was a positive picture for processed meat and seafood in 2025, supported by a growing economy. Chilled processed red meat continued to account for most value sales, though frozen processed red meat gained the most value share. Over the forecast period, processed seafood will perform strongly, as it is perceived as healthier.

In 2025, bottled water sales in Kenya continued to grow, driven by consumers’ concerns over unsafe tap water, rising urbanisation and higher disposable incomes. Going forward, demand will continue to be supported by consumers being attentive to the quality of the water they consume.

The combination of maturity, health consciousness and a lack of innovation has made it challenging for concentrates to achieve significant expansion in 2025. However, the category’s affordability, driven by locally manufactured products targeting low-income consumers, remains its main competitive advantage.

In 2025, carbonates in Kenya benefited from rising disposable incomes, urbanisation, innovation, and their popularity among younger consumers. To meet the growing demand for healthier options, the leading player, Coca-Cola East & Central Africa Division, has expanded its sugar-free portfolio across its Coca-Cola, Fanta, Sprite, and Stoney brands. Product innovations focused on healthier options are expected to continue to drive sales over the forecast period.

Retail volume sales of soft drinks registered further healthy growth in Kenya in 2025. Despite persistently high inflation and strong price sensitivity among consumers, demand across soft drinks categories remained resilient. This was driven largely by a heightened emphasis on health and wellness, with more consumers gravitating toward natural, low-sugar, and functional beverages. Additional growth contributors included the convenience needs of urban lifestyles and expanding e-commerce, rising d

Kenya’s energy drinks market registered further growth in 2025, driven by a young, active, and urbanising population, a rising fitness and sports culture, and product innovation. Health and wellness trends, including reduced sugar, and functional benefits, shaped growth in the year and this is expected to continue over the forecast period.

In 2025, the Kenyan juice market recorded moderate but steady growth, supported by population growth, urbanisation and rising health consciousness. Nectars was the most dynamic category in the year, with products benefiting from their affordability, palatability, and diverse flavour profiles.

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

In 2025, Kenya’s coffee market experienced further retail value growth, driven by rising consumer interest and a developing coffee culture. While most high-quality Kenyan Arabica coffees continued to be exported, efforts to boost local consumption, such as e-commerce promotion and trade events, gained momentum. Instant coffee continued to account for most value due to its affordability and convenience.

In 2025, growth of tea in Kenya was driven by rising consumer awareness of its health benefits, attractive prices, and product diversification. Black tea continued to dominate in terms of value and volume sales; however, there is growing demand for other types of teas, including green and herbal tea.

Other hot drinks, led by malt-based beverages, continued to grow in 2025, driven by rising consumer interest in health and wellness products, innovation and convenience. Strong supermarket distribution and sustained brand investment from key players, including Nestlé and Cadbury, further supported growth in the year.

Although Kenya faces challenges in economic freedom, perceptions of corruption are improving, but political instability is increasing. Inflation is contained and the economy is exhibiting resilience, but tariffs could hit exports. Incomes are growing, but discretionary spending remains modest and the rural populace is sizeable. The country has attracted major technology investment, but rapid sector development is leading to skills shortages and e-commerce is hindered by low internet use.

Retail value sales of airlines continued to rise in 2025, supported by strong demand into Kenya and resilient regional travel. New and relaunched routes by carriers such as AirAsia X on the Kuala Lumpur-Nairobi corridor, Brussels Airlines on the Brussels-Nairobi route and flydubai with expanded operations to Mombasa and Nairobi deepened connectivity from Europe, the Middle East and Asia. These additions reinforced Kenya’s status as a hub for East and Central Africa and broadened access for both

Retail value sales of lodging rose in 2025, supported by a strong performance in inbound tourism and a resilient domestic travel base. Kenya continued to benefit from its blend of wildlife, coastline and urban cultural attractions, drawing more international visitors as air connectivity improved and destination marketing gained momentum. Domestic tourism remained an essential pillar, with a growing middle class and evolving consumer lifestyles encouraging short breaks to coastal destinations, sa

Kenya’s travel industry continued to strengthen in 2025, supported by sustained government focus on tourism growth, policy reforms that eased mobility, and investment in connectivity and infrastructure. The introduction of the Electronic Travel Authorisation system simplified entry procedures, while expanded long-haul and regional air links improved access to Nairobi and coastal destinations. Marketing campaigns highlighting wildlife, culture, coastline, sports and MICE capability helped reposit

Retail value sales of booking rose in 2025, supported by coordinated government efforts to revitalise tourism, expand destination awareness and improve accessibility through enhanced air connectivity and infrastructure modernisation. Efforts to diversify Kenya’s tourism offer beyond core safari experiences into coastal, cultural and adventure circuits encouraged more trip planning among both domestic and international travellers. The combination of improved connectivity and stronger visibility h

Inbound arrivals rose in 2025, supported by coordinated policy reforms and industry investment. The introduction of the Electronic Travel Authorisation system streamlined entry procedures, while expanded long-haul and regional air services improved access to Nairobi and key coastal gateways. Global marketing efforts and stronger destination branding boosted Kenya’s visibility, encouraging travellers seeking wildlife, culture, coastal leisure and MICE options. Product diversification into segment

Kenya’s sauces, dips, and condiments market in 2025 is dominated by stock cubes and powders, due to widespread household use, strong brand recognition, affordability, and established distribution networks. Ketchup is the fastest-growing category, supported by urbanisation, expanding modern retail, and the popularity of fast food among middle-income consumers. Supermarkets remains the largest distribution channel, offering convenience, variety, and promotions, while small local grocers continue t

Kenya’s sweet spreads market in 2025 is underpinned by robust demand from a rising middle class and greater product availability. Jams and preserves remains the dominant and fastest-growing category, supported by Kenya’s strong bread-eating culture, affordable pricing, and expanding domestic production, while chocolate spreads continue to serve a niche, affluent segment due to high import costs. Health-consciousness is shaping product development, with sugar-free and lower-fat options gaining tr

Kenya’s edible oils market in 2025 is shaped by a combination of economic pressures, shifting dietary preferences, and sustainability trends. Inflationary pressures have led to higher retail prices, although volume demand remains supported by rising health-consciousness and a growing preference for lighter, nutrient-rich oils such as olive and canola. Urbanisation and a rising middle class are driving demand for premium and functional oils, including organic, virgin, and omega-3 enriched varieti