Juices - Kenya

The Juices market in Kenya has experienced significant growth in recent years, driven by changing consumer preferences and local special circumstances.

Customer preferences: Kenyan consumers are increasingly health-conscious and are seeking out healthier beverage options. This has led to a growing demand for natural and organic juices, as well as juices with no added sugars or artificial ingredients. Consumers are also looking for convenient and ready-to-drink options, as busy lifestyles and on-the-go consumption become more prevalent. In addition, there is a rising interest in exotic and unique flavors, as consumers seek new taste experiences.

Trends in the market: One of the key trends in the Kenyan Juices market is the rise of local juice brands. These brands are capitalizing on the demand for natural and organic products, as well as catering to local tastes and preferences. They often source their ingredients locally, which appeals to consumers who are looking to support local businesses and reduce their carbon footprint. These local brands are also able to offer more affordable options compared to imported juices, making them accessible to a wider range of consumers. Another trend in the market is the increasing availability of juice bars and cafes. These establishments offer a wide variety of freshly squeezed juices, as well as customized juice blends. They provide a convenient and healthy alternative to sugary beverages and are popular among health-conscious consumers. Juice bars also offer a social and experiential element, as consumers can watch their juices being prepared and interact with knowledgeable staff.

Local special circumstances: Kenya is known for its abundant supply of fresh fruits, including oranges, pineapples, mangoes, and passion fruits. This availability of locally grown fruits has contributed to the growth of the Juices market, as it allows for the production of high-quality and fresh juices. In addition, Kenya has a favorable climate for fruit cultivation, which ensures a steady supply of fruits throughout the year. This has helped to drive down the cost of production and make juices more affordable for consumers.

Underlying macroeconomic factors: The growing middle class in Kenya has been a key driver of the Juices market. As disposable incomes rise, consumers are able to allocate more of their budget towards premium and healthier beverages. This has created a demand for higher-quality juices, as well as innovative and unique flavors. In addition, urbanization and changing lifestyles have led to an increase in on-the-go consumption, which has further boosted the demand for convenient and ready-to-drink juices. Overall, the Juices market in Kenya is experiencing growth due to changing consumer preferences, the rise of local brands, the availability of fresh fruits, and the increasing purchasing power of the middle class. These factors are expected to continue driving the market in the coming years, as consumers prioritize health and wellness and seek out new and exciting juice options.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

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 (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level 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 Non-Alcoholic Drinks 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.