Vegetables - Kenya

Kenya

Highlights

Revenue in the Vegetables market amounts to US$6.84bn in 2024. The market is expected to grow annually by 10.83% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$159bn in 2024).
In relation to total population figures, per person revenues of US$121.70 are generated in 2024.
In the Vegetables market, volume is expected to amount to 4.76bn kg by 2029. The Vegetables market is expected to show a volume growth of 6.8% in 2025.0.
The average volume per person in the Vegetables market is expected to amount to 65.3kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Vegetables Market in Kenya is experiencing subdued growth, influenced by factors such as fluctuating weather conditions, limited access to modern farming techniques, and growing competition from imports, which affect both fresh and processed vegetable sectors.

Customer preferences: Consumers in Kenya are increasingly prioritizing fresh, locally sourced vegetables, driven by a growing awareness of health and nutrition. This shift is influenced by cultural traditions that emphasize home-cooked meals and the use of organic ingredients. Additionally, urbanization and a young, health-conscious demographic are prompting a rise in demand for convenience, leading to the popularity of pre-packaged and ready-to-cook vegetable options. There is also a notable trend towards online grocery shopping, reflecting changing lifestyle factors and the desire for easy access to fresh produce.

Trends in the market: In Kenya, the Vegetables Market is experiencing a significant shift toward organic and locally sourced produce, as consumers become more health-conscious and aware of nutritional benefits. This trend is bolstered by cultural practices that favor home-cooked meals, increasing the demand for fresh ingredients. Additionally, urbanization is driving the popularity of convenience products, such as pre-packaged and ready-to-cook vegetables. The rise of online grocery shopping is reshaping consumer behavior, providing easy access to fresh produce, which presents both opportunities and challenges for farmers, retailers, and suppliers in the industry.

Local special circumstances: In Kenya, the Vegetables Market is influenced by the country's diverse climatic zones, which enable the cultivation of a wide variety of vegetables year-round. Local cultural practices emphasize the importance of fresh, home-cooked meals, encouraging families to prioritize buying fresh produce from local markets. Additionally, government initiatives aimed at supporting smallholder farmers enhance access to quality seeds and training. However, regulatory challenges, such as inconsistent market standards and food safety regulations, can impact the supply chain, affecting the availability and pricing of fresh vegetables.

Underlying macroeconomic factors: The Vegetables Market in Kenya is significantly shaped by macroeconomic factors such as agricultural investment, trade policies, and overall economic stability. A growing national economy bolstered by favorable fiscal policies promotes infrastructure development and access to markets, enhancing distribution channels for fresh produce. Global economic trends, including rising demand for organic and sustainable foods, encourage local farmers to adopt better practices. Conversely, fluctuations in exchange rates and inflation can affect the cost of inputs and consumer purchasing power, impacting the pricing and availability of vegetables. Furthermore, international trade agreements can open new markets for Kenyan produce, thereby stimulating growth in the sector.

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.