PROSPECTS AND OPPORTUNITIES
Affordability continues to drive sales
There will continue to be positive constant value growth, but the pace may slow due to broader economic pressures. That said, everyday snacking is culturally embedded and affordable biscuit formats will remain in demand.
Digital space has increasing influence
The digital space will have increasing influence. E-commerce channels like Jumia and Glovo are expanding reach, particularly in cities, while larger supermarket chains are introducing digital loyalty schemes and app-based discounts.
Better-for-you and sustainability slowly gain traction
Health claims and “better-for-you” biscuits are still niche, but there is increasing interest. Concern over excessive sugar consumption is growing.
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Overview:
Understand the latest market trends and future growth opportunities for the Sweet Biscuits, Snack Bars and Fruit 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 Sweet Biscuits, Snack Bars and Fruit 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 Sweet Biscuits, Snack Bars and Fruit 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 Sweet Biscuits, Snack Bars and Fruit Snacks in Kenya?
- Which are the leading brands in Sweet Biscuits, Snack Bars and Fruit Snacks in Kenya?
- How are products distributed in Sweet Biscuits, Snack Bars and Fruit 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 Sweet Biscuits, Snack Bars and Fruit 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?
Sweet Biscuits, Snack Bars and Fruit Snacks in Kenya - Category analysis
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
Snacks in Kenya - Industry Overview
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
The following categories and subcategories are included:
Sweet Biscuits, Snack Bars and Fruit 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
Sweet Biscuits, Snack Bars and Fruit Snacks
This is the aggregation of sweet biscuits, snack bars, and fruit snacks.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sweet Biscuits, Snack Bars and Fruit Snacks research and analysis database.
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