Food - Kenya

Kenya

Revenue in the Food market amounts to US$49.24bn in 2024. The market is expected to grow annually by 10.00% (CAGR 2024-2029).
The market's largest segment is the segment Meat with a market volume of US$10.24bn in 2024.
In global comparison, most revenue is generated in China (US$1,601bn in 2024).
In relation to total population figures, per person revenues of US$876.20 are generated in 2024.
In the Food market, 0.1% of total revenue will be generated through online sales by 2024.
In the Food market, volume is expected to amount to 16,190.00m kg by 2029. The Food market is expected to show a volume growth of 5.7% in 2025.
The average volume per person in the Food market is expected to amount to 231.30kg in 2024.

Key regions: United States, Canada, China, India, South Korea

Definition:

The food market covers all edible products that are bought and consumed for nutrient-based purposes. The market includes both fresh and processed foods.

Structure:

The market consists of 13 different markets:

The Dairy products & Eggs market covers animal products, such as milk, eggs and products made from mammal’s milk and non-animal products, such as milk substitutes. This market is divided into six subsegments that include milk, milk substitutes, yogurt, cheese, eggs and other dairy products and eggs.
The Meat market covers animal products, such as pork, poultry, and free-from meat products, such as meat substitutes. This market is divided into three submarkets: fresh meat, processed meat, and meat substitutes.
The Fish & Seafood market covers products made from fish and seafood. This market is divided into three submarkets: fresh fish, fresh seafood, and processed fish & seafood.
Fruits & Nuts cover edible fruits and nuts. This market is divided into three submarkets: fresh fruits, processed & frozen fruits, and nuts.
The Vegetables market covers edible plants. This market is divided into two submarkets: fresh vegetables, processed & frozen vegetables.
The Bread & Cereal products market covers baked goods made from dough. Dough is made using flour, water, a leavening agent, and other optional ingredients. This market also covers products made from cereals that are usually used as part of a main meal. This market is divided into five submarkets: bread, pasta, rice, breakfast cereals and other cereal products.
The Oils and Fats market covers both edible oils and fats made from animals and plants. This market is divided into four submarkets: butter, margarine, edible oils, and other oils & fats.
The Sauces and Spices market covers additional ingredients used during the food preparation process and is divided into three submarkets: tomato ketchup, other sauces, and spices & culinary herbs.
The Convenience food market covers prepared food and meals that require little effort to prepare. This market is divided into two subsegments, soups and ready-to-eat meals.
The Spreads and Sweeteners market covers spreads and ingredients added to food or beverages to give it a sweet flavor. This market is divided into two subsegments, spreads and sweeteners.
The Confectionery & Snacks market covers sweet, savory, and salty food. This market is divided into two subsegments, confectionery and snacks.
The Baby food market covers food that is only meant to be consumed by babies and small children.
The Pet food market covers food that is intended for pet use only.

Additional Information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per unit (unit refers to kilogram), and 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. The out-of-home revenue data is only shown as a separate box at the market level.

For more information on the displayed data, click the info button on the right side of each box.

Market

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Region comparison

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Analyst Opinion

The Food market in Kenya is experiencing subdued growth, influenced by factors such as low consumer purchasing power, infrastructure challenges, and fierce competition among sub-markets such as dairy products, meat, and fruits. Despite the convenience offered by online food services, traditional markets still dominate due to cultural preferences. Additionally, rising health awareness has led to an increase in demand for healthy and organic food products. However, limited access to technology and low levels of digital literacy among consumers have hindered the growth of online food sales. The market is expected to slowly grow as the country's economy stabilizes and investments are made in improving infrastructure and promoting digital literacy.

Customer preferences: As the Kenyan food market continues to evolve, there has been a noticeable shift towards healthier and more sustainable food options. This is driven by a growing awareness of the impact of diet on overall health and a desire for more transparent and ethical food sourcing. Additionally, with the rise of social media and influencer culture, there is an increasing demand for visually appealing and Instagram-worthy food options, leading to the popularity of food trends such as plant-based diets and superfoods.

Trends in the market: In Kenya, The Food market is experiencing a surge in demand for organic and locally sourced products. This trend is driven by a growing consumer awareness of the health and environmental benefits of such products. Additionally, there is a rise in e-commerce platforms and mobile payment options, making it easier for consumers to access and purchase these products. This trajectory is significant as it not only supports sustainable farming practices but also creates opportunities for small-scale farmers and promotes food security. However, it also poses challenges for traditional retailers and could lead to a shift in the market landscape.

Local special circumstances: In Kenya, The Food market is heavily influenced by the country's diverse geographical landscape, which poses challenges for transportation and distribution of food products. Additionally, the cultural preference for fresh, locally grown produce has led to the growth of small-scale farming and informal food markets. The government has also implemented regulations to promote food safety and quality, further shaping the market. These factors contribute to a unique market dynamic where traditional and modern food distribution channels coexist.

Underlying macroeconomic factors: The Food market in Kenya is greatly impacted by macroeconomic factors such as global economic trends, national economic health, fiscal policies, and financial indicators. For example, favorable economic conditions in the country can lead to increased consumer spending on food products, while a slowing economy can result in a decline in demand. Additionally, government policies and regulations, such as taxes and subsidies, can also significantly influence the market, as they can affect the cost of production and consumer purchasing power. Furthermore, factors such as population growth, income levels, and inflation rates can also impact The Food market in Kenya, as they can affect consumer behavior and purchasing power. Overall, a stable and growing economy with supportive policies can lead to a favorable market environment for the food industry in Kenya.

Methodology

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.