Kenya, known for its vibrant culture, diverse wildlife and beautiful landscapes, is also experiencing a surge in the online food delivery market.
Customer preferences: Kenya's online food delivery market is driven by a young and tech-savvy population that demands convenience and speed. With the rise of e-commerce and mobile payments, consumers are increasingly turning to online platforms to order food. Additionally, the COVID-19 pandemic has accelerated the adoption of online food delivery as people prefer to stay at home and order food online.
Trends in the market: The online food delivery market in Kenya is witnessing a rapid growth with the entry of international players and the expansion of local players. The market is becoming increasingly competitive, with companies offering a wide range of cuisines and delivery options. Moreover, there is a growing trend of healthy and organic food options, which is driving the demand for online food delivery services.
Local special circumstances: Kenya's online food delivery market is unique due to its diverse cuisine and food culture. Nairobi, the capital city of Kenya, is known for its street food and traditional dishes, which are now available for delivery through online platforms. Additionally, Kenya has a large expatriate population, which is driving the demand for international cuisine and food delivery services.
Underlying macroeconomic factors: Kenya's online food delivery market is supported by a growing economy and increasing internet penetration. The country has a young and growing population, with a median age of 20 years, which is driving the demand for online services. Moreover, the government is promoting the use of digital payments, which is making it easier for consumers to order food online. Despite the challenges of COVID-19, Kenya's economy is expected to rebound in the coming years, which will further boost the online food delivery market.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.Modeling approach / Market size:
Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. 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 S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.
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