Fresh Vegetables - Kenya

Kenya

Highlights

Revenue in the Fresh Vegetables market amounts to US$6.18bn in 2024. The market is expected to grow annually by 10.96% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$101bn in 2024).
In relation to total population figures, per person revenues of US$109.90 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 4.45bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 6.8% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 60.8kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Kenya is witnessing subdued growth, influenced by factors such as fluctuating weather patterns, rising production costs, and shifting consumer preferences towards healthier options, impacting supply and demand dynamics across various segments.

Customer preferences: Consumers in Kenya are increasingly prioritizing fresh, organic vegetables as part of a broader shift towards healthier eating habits, influenced by rising awareness of nutrition and wellness. Younger demographics, especially millennials, are driving this trend, seeking locally sourced, sustainable produce that aligns with their values. Additionally, urbanization is contributing to a demand for convenience, with more consumers opting for ready-to-cook vegetable packs. This evolving lifestyle is reshaping purchasing patterns, emphasizing quality and health over traditional preferences.

Trends in the market: In Kenya, the Fresh Vegetables Market is experiencing a notable shift towards organic and locally sourced produce, driven by a growing consumer preference for healthy eating. As urbanization accelerates, younger generations are increasingly seeking convenience, leading to a rise in demand for ready-to-cook vegetable packs and pre-cut options. This trend emphasizes quality, freshness, and sustainability, prompting farmers and suppliers to adapt their practices. Industry stakeholders must respond by enhancing supply chain efficiency, investing in organic farming, and increasing awareness of health benefits to align with evolving consumer values.

Local special circumstances: In Kenya, the Fresh Vegetables Market is shaped by a diverse agricultural landscape and a rich cultural heritage that emphasizes community and local sourcing. The country’s favorable climate allows for year-round cultivation of various vegetables, fostering a strong farm-to-table ethos. Additionally, regulatory support for organic farming is gaining traction, encouraging farmers to adopt sustainable practices. Urban areas, influenced by a youthful population, are increasingly valuing nutritional education, driving demand for fresh, locally sourced produce while also creating opportunities for innovative distribution models like farmers' markets and online platforms.

Underlying macroeconomic factors: The Fresh Vegetables Market in Kenya is significantly influenced by macroeconomic factors such as agricultural policies, trade dynamics, and economic stability. The government’s push for agricultural modernization and investment in infrastructure enhances production efficiency and market access for farmers. Additionally, global economic trends, such as rising demand for organic produce and sustainable farming practices, align with local consumer preferences, driving market growth. Fluctuations in exchange rates and inflation rates can also impact pricing and affordability of fresh vegetables, while urbanization and a growing middle class further stimulate demand for quality produce, shaping the market’s trajectory.

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.