Meal delivery services have become increasingly popular in many countries around the world, including Kenya. This trend has been driven by a number of factors, such as changing customer preferences and the growth of the digital economy.
Customer preferences: In Kenya, customers are increasingly looking for convenient and affordable meal options. Many people lead busy lives and do not have the time or energy to cook every day. Meal delivery services offer a solution by providing healthy and tasty meals that can be delivered right to their doorstep. Customers also appreciate the variety of options available, including vegetarian, vegan, and gluten-free meals.
Trends in the market: One of the key trends in the meal delivery market in Kenya is the rise of online ordering platforms. These platforms allow customers to easily browse menus, place orders, and track their deliveries in real-time. This has made it easier for customers to access meal delivery services and has also increased competition among providers.Another trend in the market is the increasing focus on sustainability and eco-friendliness. Many meal delivery services are now using biodegradable packaging and sourcing ingredients from local, sustainable farms. This has resonated with customers who are concerned about the environment and want to support businesses that share their values.
Local special circumstances: In Kenya, there are a number of local factors that have contributed to the growth of the meal delivery market. One of these is the rise of urbanization, which has led to more people living in cities and working long hours. This has created a demand for convenient meal options that can be delivered to their workplace or home.Another factor is the growth of the middle class in Kenya, which has led to an increase in disposable income. This has allowed more people to afford meal delivery services and has contributed to the growth of the market.
Underlying macroeconomic factors: The growth of the meal delivery market in Kenya is also linked to broader macroeconomic trends. One of these is the growth of the digital economy, which has made it easier for meal delivery services to reach customers and process orders.Another factor is the growth of the service sector in Kenya, which has created more jobs and opportunities for businesses. This has led to a more dynamic and competitive market for meal delivery services.Overall, the meal delivery market in Kenya is growing rapidly and is likely to continue to do so in the coming years. As more people seek convenient and healthy meal options, the market will continue to evolve and adapt to changing customer preferences and local conditions.
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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