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

Kenya’s cooking ingredients and meals market in 2025 is being impacted by a combination of economic pressures, evolving lifestyles, and changing consumer preferences. Inflationary pressures have slowed volume growth, while prompting many consumers to shift towards more affordable, locally produced brands. At the same time, fast-paced lifestyles are driving demand for convenient meal solutions, including dry, shelf-stable, and ready-to-eat products, while digital channels and forecourt retailers

Kenya’s meals and soups market in 2025 remains underdeveloped, largely due to the enduring strength of home cooking, which many consumers perceive as healthier and more cost-effective. Nevertheless, retail sales are supported by rising prices and increasing demand for convenience foods, with dry and shelf stable soups dominating consumption. Dry soup is set to be the fastest-growing category, driven by busy lifestyles, urbanisation, and greater international exposure among the urban middle class

Value sales of herbal/traditional products registered further growth in 2025, driven by rising consumer awareness and their increasing popularity in Kenya. Also, with the rising cost of healthcare in Kenya, many consumers, particularly those from low-income households, are turning to more affordable alternatives like herbal and traditional remedies. Herbal and traditional remedies are not only seen as budget-friendly but are also trusted for their effectiveness, health benefits, and for having f

Value sales of analgesics continued to rise in 2025, driven by the increasing use of these products in Kenya amid a gradually ageing population. The country’s demographic profile is gradually shifting toward an older age structure, with the proportion of adults aged 65 and above increasing and the fertility rate declining. In addition, the rising prevalence of various lifestyle diseases, and the cost efficiency of OTC analgesics, continues to fuel growth.

Value sales of consumer health products in Kenya recorded solid growth in 2025, supported by several key factors, including the country’s increasing population, a rising tendency toward self-medication, the broader availability and accessibility of OTC products, and growing consumer awareness. The market has also benefited from a shift in consumer attitudes toward preventive healthcare. A rising number of health-conscious Kenyans are adopting proactive health management practices, investing in v

Value sales of digestive remedies in Kenya rose in 2025, driven by increasingly sedentary lifestyles, shifting dietary habits, and an ageing population. The category’s growth was also supported by rising demand for antacids, as the use of certain medications for other health conditions often leads to side effects such as heartburn.

In Kenya, sports nutrition is rapidly advancing and enjoyed robust current value growth, albeit from a low base.

Value sales of wound care in Kenya registered further growth in 2025, benefiting from demographic factors and lifestyle trends. An ageing population, rising consumer awareness about wound care products, and the increasing availability of products all drove wound care demand in the year.

Value sales of cough, cold and allergy (hay fever) remedies increased in 2025, with the self-medication trend continuing to support healthy growth. Instead of paying consultation fees, consumers increasingly prefer to purchase OTC remedies from pharmacies where they can also get professional advice for less serious illnesses. The quick relief these products provide for common symptoms and their wide availability and accessibility further drive their appeal.

Value growth of dermatologicals in Kenya in 2025 was driven by environmental factors, a growing older population, and the rising incidence of common dermatological conditions. In addition, dermatologicals continues to be supported by rising consumer awareness thanks to the active efforts of both doctors and pharmacists.

Value sales of weight management and wellbeing registered further growth in 2025. The prevalence of overweight and obesity is rising globally, including in Kenya, with studies showing a particularly significant increase among women. Key contributing factors include urbanisation, socioeconomic status, and dietary habits, compounded by sedentary lifestyles and insufficient levels of moderate-to-vigorous physical activity. This upward trend in overweight and obesity is driving growing demand for we

Value growth of vitamins in Kenya in 2025 was driven by growing consumer awareness of the importance of optimal nutrition and supporting the immune health. With rising interest in personal health and wellness, more and more consumers are incorporating vitamins into their diets.

Value sales of paediatric consumer health continued to grow in 2025. Despite a decline in purchasing power caused by ongoing economic challenges, consumers continued to prioritise their children’s health and remained committed to purchasing healthcare products for them. However, many shifted towards more affordable options, including generic brands, as cost-effectiveness became increasingly important. As a result, premium-priced imported products faced growing pressure.

The demand for dietary supplements in Kenya is mainly driven by rising health and wellness concerns and consumers prioritising preventive health solutions. However, despite growing awareness of the positive effects of regular supplement intake and the popularity of some products, retail value sales of dietary supplements remain relatively low, despite showing steady growth throughout the review period.

Kenya’s real GDP growth slowed to 5.0% in 2024, but remained above the regional average, supported by strong public and private spending, and rising vegetable exports. Inflation returned to target and is predicted to stay within range in 2025. Looking ahead, the economy is projected to expand at a 5.0% CAGR over the period to 2029, driven by infrastructure investment, resilient agriculture, steady services growth, and a gradual industrial recovery.

Kenya’s business environment has improved between 2019 and 2024, with a significant increase in new business establishments and streamlined regulatory processes. The government has also focused on renewable energy and manufacturing support to enhance investment and growth. However, ongoing challenges in corruption, judicial effectiveness and a high nonperforming loans ratio continue to hinder a fully transparent and robust business landscape.

In 2024, extended households were the most type common in Kenya, driven by economic challenges and their provision of social support, particularly in rural areas. Over 2024-2029, the number of households is forecast to grow by 14.1%, with a slight decline in extended households and a significant increase in single person households. Urbanisation and income inequality remain key challenges, with Nairobi experiencing rapid growth and resource pressures.

In 2024, Kenya's average gross income ranked 19th among Middle East and Africa countries, with a slight deceleration in per capita disposable income growth. The government's manufacturing support programme, launched in January 2024, aimed to boost household earnings and job creation. Over 2024-2029, per capita disposable income is forecast to increase by 14.3%, driven by efforts to enhance the private sector and improve income distribution, although income inequality and poverty remain significa

The Kenyan bath and shower market registered robust growth in current value terms in 2024. This was fuelled by the expansion of modern retail networks, urbanisation and global health campaigns which encouraged modern hygiene routines. Consumers increasingly prioritised wellness, embracing premium and niche products, particularly those with natural, plant-based ingredients. The shift towards sustainable, locally sourced options attracted both established brands and new players, sustaining market

The Kenyan skin care market continued to grow in current value terms in 2024, driven largely a shift towards more sophisticated, multi-step routines. Social media was a key contributor to this trend, with influencers, dermatologists, and ordinary consumers sharing their experiences on platforms such as TikTok and Instagram, making skin care feel more accessible. Individuals were also encouraged to seek out products that addressed specific concerns, leading to a stronger demand for higher-quality

In 2024, Kenya’s hair care market continued to grow in current value terms, driven by rapid urbanisation and shifting consumer priorities. As city lifestyles became busier, there was increased demand for convenient, modern beauty solutions. At the same time, a growing middle class with higher disposable incomes fuelled interest in premium and specialised hair care products.