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Snacks in Kenya

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    Report

  • 62 Pages
  • July 2023
  • Region: Kenya
  • Euromonitor International
  • ID: 5567291
Snacks is set to maintain retail volume growth in 2023, although this is expected to remain low. Amidst mounting inflationary pressure, an acceleration in unit price growth has been limiting volume growth, as sales are largely impulse-driven, but is set to drive dynamic double-digit retail current value growth in 2023. Most snacks categories are set to see retail volume growth, with the exception of sugar confectionery.

The analyst's Snacks in Kenya report offers in-depth knowledge of the market at a national level, providing local insight and understanding unavailable elsewhere. In addition to the latest retail sales data 2018-2022, it identifies the leading companies, brands and retail outlets, and assesses the key trends and demographic shifts behind consumer demand and sales growth. How key trends such as health and wellness, sustainability and recovery from the pandemic are shaping the market in 2023 directly informs our forecasts to 2027, clearly indicating how the market is expected to change.

Product coverage:
Confectionery, Ice Cream, Savoury Snacks, Sweet Biscuits, Snack Bars and Fruit Snacks.

Data coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Snacks market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

SNACKS IN KENYA
EXECUTIVE SUMMARY
  • Snacks in 2023: The big picture
  • Key trends in 2023
  • Competitive landscape
  • Channel developments
  • What next for snacks?
MARKET DATA
  • Table 1 Sales of Snacks by Category: Volume 2018-2023
  • Table 2 Sales of Snacks by Category: Value 2018-2023
  • Table 3 Sales of Snacks by Category: % Volume Growth 2018-2023
  • Table 4 Sales of Snacks by Category: % Value Growth 2018-2023
  • Table 5 NBO Company Shares of Snacks: % Value 2019-2023
  • Table 6 LBN Brand Shares of Snacks: % Value 2020-2023
  • Table 7 Distribution of Snacks by Format: % Value 2018-2023
  • Table 8 Forecast Sales of Snacks by Category: Volume 2023-2028
  • Table 9 Forecast Sales of Snacks by Category: Value 2023-2028
  • Table 10 Forecast Sales of Snacks by Category: % Volume Growth 2023-2028
  • Table 11 Forecast Sales of Snacks by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research
CHOCOLATE CONFECTIONERY IN KENYAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Modern grocery channels drive growth of chocolate confectionery
  • Younger consumers in particular enjoy chocolate confectionery
  • Mars aims to increase its distribution, but Cadbury maintains its lead
PROSPECTS AND OPPORTUNITIES
  • Wider consumer base expected, as supermarkets set to see further expansion
  • Recently opened site will help Mars achieve its objectives
  • Government scrutiny of unhealthy products could hamper growth
CATEGORY DATA
  • Table 12 Sales of Chocolate Confectionery by Category: Volume 2018-2023
  • Table 13 Sales of Chocolate Confectionery by Category: Value 2018-2023
  • Table 14 Sales of Chocolate Confectionery by Category: % Volume Growth 2018-2023
  • Table 15 Sales of Chocolate Confectionery by Category: % Value Growth 2018-2023
  • Table 16 Sales of Chocolate Tablets by Type: % Value 2018-2023
  • Table 17 NBO Company Shares of Chocolate Confectionery: % Value 2019-2023
  • Table 18 LBN Brand Shares of Chocolate Confectionery: % Value 2020-2023
  • Table 19 Distribution of Chocolate Confectionery by Format: % Value 2018-2023
  • Table 20 Forecast Sales of Chocolate Confectionery by Category: Volume 2023-2028
  • Table 21 Forecast Sales of Chocolate Confectionery by Category: Value 2023-2028
  • Table 22 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2023-2028
  • Table 23 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2023-2028
GUM IN KENYAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Small local grocers leads formal trade of gum, due to small pack sizes
  • Wrigley maintains its dominance, but a local player launches a new reference
  • New production site in Kenya helps Wrigley/Mars strengthen its position
PROSPECTS AND OPPORTUNITIES
  • Functional benefits and flavours will remain important to maintain growth
  • Rising prices likely to hamper the growth prospects for gum
  • Younger consumers will remain an important target group for players
CATEGORY DATA
  • Table 24 Sales of Gum by Category: Volume 2018-2023
  • Table 25 Sales of Gum by Category: Value 2018-2023
  • Table 26 Sales of Gum by Category: % Volume Growth 2018-2023
  • Table 27 Sales of Gum by Category: % Value Growth 2018-2023
  • Table 28 NBO Company Shares of Gum: % Value 2019-2023
  • Table 29 LBN Brand Shares of Gum: % Value 2020-2023
  • Table 30 Distribution of Gum by Format: % Value 2018-2023
  • Table 31 Forecast Sales of Gum by Category: Volume 2023-2028
  • Table 32 Forecast Sales of Gum by Category: Value 2023-2028
  • Table 33 Forecast Sales of Gum by Category: % Volume Growth 2023-2028
  • Table 34 Forecast Sales of Gum by Category: % Value Growth 2023-2028
SUGAR CONFECTIONERY IN KENYAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Rising costs increase prices, driving volume decline
  • Competition from informal retail, and from home-made goods in traditional outlets
  • Kenafric continues to lead a fragmented category
PROSPECTS AND OPPORTUNITIES
  • Even retail expansion and development will be unable to prevent continued decline
  • Rising prices set to have a negative impact on volume sales
  • Health concerns lead to increased scrutiny by government, and action by players
CATEGORY DATA
  • Table 35 Sales of Sugar Confectionery by Category: Volume 2018-2023
  • Table 36 Sales of Sugar Confectionery by Category: Value 2018-2023
  • Table 37 Sales of Sugar Confectionery by Category: % Volume Growth 2018-2023
  • Table 38 Sales of Sugar Confectionery by Category: % Value Growth 2018-2023
  • Table 39 Sales of Pastilles, Gummies, Jellies and Chews by Type: % Value 2018-2023
  • Table 40 NBO Company Shares of Sugar Confectionery: % Value 2019-2023
  • Table 41 LBN Brand Shares of Sugar Confectionery: % Value 2020-2023
  • Table 42 Distribution of Sugar Confectionery by Format: % Value 2018-2023
  • Table 43 Forecast Sales of Sugar Confectionery by Category: Volume 2023-2028
  • Table 44 Forecast Sales of Sugar Confectionery by Category: Value 2023-2028
  • Table 45 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2023-2028
  • Table 46 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2023-2028
SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN KENYAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Volume growth is maintained despite rising prices, due to shrinkflation
  • Changing product range stocked in small local grocers
  • Local players continue to dominate, but Kenafric now has an Indian stakeholder
PROSPECTS AND OPPORTUNITIES
  • Steady growth, but price rises will push some consumers to broken down bulk packs
  • Fruit snacks and snack bars are emerging categories
  • Health concerns will lead to more lower sugar options
CATEGORY DATA
  • Table 47 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2018-2023
  • Table 48 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2018-2023
  • Table 49 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2018-2023
  • Table 50 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2018-2023
  • Table 51 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2019-2023
  • Table 52 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2020-2023
  • Table 53 NBO Company Shares of Sweet Biscuits: % Value 2019-2023
  • Table 54 LBN Brand Shares of Sweet Biscuits: % Value 2020-2023
  • Table 55 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2018-2023
  • Table 56 Distribution of Sweet Biscuits by Format: % Value 2018-2023
  • Table 57 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2023-2028
  • Table 58 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2023-2028
  • Table 59 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2023-2028
  • Table 60 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2023-2028
ICE CREAM IN KENYAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Impulse ice cream drives growth due to lower outlay
  • Leading player launches vegan ice cream, but markets it as dairy-free
  • Butter manufacturers move to ice cream, but high prices limit sales
PROSPECTS AND OPPORTUNITIES
  • Higher prices and storage problems to drive sales from bulk to impulse ice cream
  • Opportunities in retail set to be driven by rising popularity in foodservice
  • Brands likely to reach more consumers due to retail expansion and improvement
CATEGORY DATA
  • Table 61 Sales of Ice Cream by Category: Volume 2018-2023
  • Table 62 Sales of Ice Cream by Category: Value 2018-2023
  • Table 63 Sales of Ice Cream by Category: % Volume Growth 2018-2023
  • Table 64 Sales of Ice Cream by Category: % Value Growth 2018-2023
  • Table 65 NBO Company Shares of Ice Cream: % Value 2019-2023
  • Table 66 LBN Brand Shares of Ice Cream: % Value 2020-2023
  • Table 67 Distribution of Ice Cream by Format: % Value 2018-2023
  • Table 68 Forecast Sales of Ice Cream by Category: Volume 2023-2028
  • Table 69 Forecast Sales of Ice Cream by Category: Value 2023-2028
  • Table 70 Forecast Sales of Ice Cream by Category: % Volume Growth 2023-2028
  • Table 71 Forecast Sales of Ice Cream by Category: % Value Growth 2023-2028
SAVOURY SNACKS IN KENYAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Potato chips drives sales and growth due to popularity amongst younger consumers
  • Local brand maintains its lead with wide distribution, local flavours and small packs
  • Savoury home-made options compete with packaged savoury snacks
PROSPECTS AND OPPORTUNITIES
  • Retail expansion set to drive continued growth, but challenge from informal market
  • Products containing high saturated fat likely to come under government scrutiny
  • Challenges of climate change set to impact potato chips
CATEGORY DATA
  • Summary 2 Other Savoury Snacks by Product Type: 2023
  • Table 72 Sales of Savoury Snacks by Category: Volume 2018-2023
  • Table 73 Sales of Savoury Snacks by Category: Value 2018-2023
  • Table 74 Sales of Savoury Snacks by Category: % Volume Growth 2018-2023
  • Table 75 Sales of Savoury Snacks by Category: % Value Growth 2018-2023
  • Table 76 NBO Company Shares of Savoury Snacks: % Value 2019-2023
  • Table 77 LBN Brand Shares of Savoury Snacks: % Value 2020-2023
  • Table 78 Distribution of Savoury Snacks by Format: % Value 2018-2023
  • Table 79 Forecast Sales of Savoury Snacks by Category: Volume 2023-2028
  • Table 80 Forecast Sales of Savoury Snacks by Category: Value 2023-2028
  • Table 81 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2023-2028
  • Table 82 Forecast Sales of Savoury Snacks by Category: % Value Growth 2023-2028