COMPETITIVE LANDSCAPE
Ketepa maintains its commanding lead in 2025
Kenya Tea Packers Ltd (Ketepa) continued to have a commanding lead of tea in Kenya in 2025. The company’s success is attributable to its affiliation with the Kenya Tea Development Agency (KTDA), which ensures a source of high-quality tea, continuous investment in cutting-edge packaging technology, a strong emphasis on product quality through rigorous tea leaf selection, and a nationwide distribution strategy.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea 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.
If you're in the Tea 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 Tea 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 Tea in Kenya?
- To what extent are health considerations impacting consumption of Tea in Kenya?
- What are the traditional preferences in Tea in Kenya? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Tea in Kenya?
- Which are the leading brands in Tea in Kenya?
- How are products distributed in Tea in Kenya?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Tea?
- Where is future growth expected to be most dynamic?
Tea in Kenya - Category analysis
KEY DATA FINDINGS
Tea remains Kenya’s most popular hot drink
Black tea is culturally entrenched in Kenya
Instant tea sees strong growth, albeit from a low base
Tea’s health and wellness benefits support continued growth
Further development of tea offering though technological advancements
Sustainable agricultural practices
Ketepa maintains its commanding lead in 2025
Supermarkets remains the leading channel in tea
Dynamic e-commerce
Hot Drinks in Kenya - Industry Overview
Tea remains Kenya’s most popular hot drink
KEY DATA FINDINGS
Population growth and urbanisation underpin rising demand for hot drinks
Downtrading amid rising price sensitivity
New products shape market expansion
Growth fuelled by rising disposable incomes, urbanisation and population growth
Enhanced product visibility and availability via e-commerce and modernisation of the retail landscape
Promotion of green value chains and regenerative agriculture
Kenya Tea Packers maintains its leading position in 2025
Smaller players gaining traction with innovative products and aggressive marketing strategies
Consumers value the pricing and convenience of supermarkets
Growing number of e-commerce platforms drives online sales
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Tea
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
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 Tea research and analysis database.
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