Fresh Fruits - Kenya | Statista Market Forecast

Revenue in the Fresh Fruits market amounts to US$4.93bn in 2024. The market is expected to grow annually by 10.60% (CAGR 2024-2029).
In global comparison, most revenue is generated India (US$116bn in 2024).
In relation to total population figures, per person revenues of US$87.79 are generated in 2024.
In the Fresh Fruits market, volume is expected to amount to 1.94bn kg by 2029. The Fresh Fruits market is expected to show a volume growth of 6.3% in 2025.0.
The average volume per person in the Fresh Fruits market is expected to amount to 27.2kg in 2024.

Definition:

The Fresh Fruits market covers all types of fresh fruit that haven't been canned, frozen, dehydrated, or preserved in any way. This market is divided into five submarkets: apples & pears, bananas, berries & grapes, citrus fruits, and other fresh fruits such as peaches, mangos, pineapples, plums, and kiwis.

Additional Information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per unit (unit refers to kilogram), sales channels. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). The market only covers at-home consumption; out-of-home consumption is not included.

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Apples & pears
Bananas
Berries & grapes
Citrus fruits
Stone and exotic fruits

Processed, dried and frozen fruits
Nuts
Mix cut fruit boxes
Out-of-home consumption

The Fresh Fruits Market in Kenya is witnessing subdued growth, influenced by factors such as fluctuating weather conditions, limited access to modern farming techniques, and changing consumer preferences towards healthier options, affecting overall market dynamics.

Customer preferences: Consumers in Kenya are increasingly prioritizing fresh and organic produce, reflecting a growing awareness of health and wellness. This shift is driven by a younger demographic seeking nutritious options and a preference for locally sourced fruits over imported varieties. Additionally, urbanization is influencing purchasing behaviors, with more people opting for convenient online platforms for buying fresh fruits. Social media campaigns highlighting the benefits of healthy eating are also reshaping consumer perceptions, fostering a demand for vibrant, fresh fruits as integral to a balanced lifestyle.

Trends in the market: In Kenya, the Fresh Fruits Market is experiencing a significant shift towards organic and locally sourced produce, driven by an increasingly health-conscious consumer base. The younger demographic is particularly influential, prioritizing nutritious options and actively seeking fresh fruits that align with their wellness goals. Urbanization is further propelling this trend, as more consumers turn to convenient online platforms for purchasing fruits. Additionally, social media plays a pivotal role in shaping perceptions, with campaigns promoting healthy eating habits and vibrant fruits. This evolving landscape presents both opportunities and challenges for industry stakeholders, emphasizing the need for adaptive strategies to meet changing consumer preferences.

Local special circumstances: In Kenya, the Fresh Fruits Market is uniquely influenced by its diverse climate and rich agricultural heritage, enabling the cultivation of a wide variety of fruits year-round. Cultural practices emphasize the importance of fresh produce in traditional diets, while local festivals celebrate seasonal harvests, fostering community engagement with agriculture. Additionally, regulatory frameworks promoting organic farming are gaining traction, encouraging sustainable practices. This blend of geographical advantages and cultural values shapes consumer preferences, driving demand for fresh, locally sourced fruits over imported options.

Underlying macroeconomic factors: The Fresh Fruits Market in Kenya is significantly shaped by macroeconomic factors such as agricultural investment, trade policies, and global demand for healthy food options. The country's economic health, characterized by moderate GDP growth, influences consumer purchasing power and spending on fresh produce. Favorable fiscal policies, including subsidies for local farmers and support for organic farming initiatives, enhance domestic production capabilities. Additionally, global trends towards healthy eating and sustainability are boosting exports of Kenyan fruits, encouraging innovation in supply chains. These dynamics collectively enhance market performance and consumer preference for fresh, locally sourced fruits.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on food, which comprises all private household spending on food that is meant for at-home consumption (out-of-home consumption is not accounted for).

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending, and consumer price index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Food market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.

The fresh produce department is often counted as being one of the main determinants among consumers when selecting a grocery store. In 2022, the fruit and vegetable market in the U.S. was valued at over 5.8 billion U.S. dollars. In the same year, the sales of fresh fruit made up 45 percent of produce sales in the U.S., making it one of the most lucrative fresh food categories. In order to help drive sales, producers frequently launch in-store marketing campaigns. Ideas range from promoting the healthy benefits of fruit, to offering convenient, value-added snack-size options.