Retail constant value sales of snacks rose for the second year in a row during 2022, surpassing their pre-pandemic peak, supported by an expanding population and urbanisation. Amid mounting inflationary pressure, an acceleration in unit price growth meant that retail constant value sales generally expanded at a much faster rate than retail volume sales.
The 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 2017-2021, 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 < - Year - > directly informs our forecasts to 2026, 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.
The 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 2017-2021, 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 < - Year - > directly informs our forecasts to 2026, 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 KENYAEXECUTIVE SUMMARY
- Snacks in 2022: The big picture
- Key trends in 2022
- Competitive landscape
- Channel developments
- What next for snacks?
- Table 1 Sales of Snacks by Category: Volume 2017-2022
- Table 2 Sales of Snacks by Category: Value 2017-2022
- Table 3 Sales of Snacks by Category: % Volume Growth 2017-2022
- Table 4 Sales of Snacks by Category: % Value Growth 2017-2022
- Table 5 NBO Company Shares of Snacks: % Value 2018-2022
- Table 6 LBN Brand Shares of Snacks: % Value 2019-2022
- Table 7 Distribution of Snacks by Format: % Value 2017-2022
- Table 8 Forecast Sales of Snacks by Category: Volume 2022-2027
- Table 9 Forecast Sales of Snacks by Category: Value 2022-2027
- Table 10 Forecast Sales of Snacks by Category: % Volume Growth 2022-2027
- Table 11 Forecast Sales of Snacks by Category: % Value Growth 2022-2027
SOURCES
- Summary 1 Research Sources
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Health tax pushes up unit pricing
- Younger consumers drive growth
- Most older consumers do not have a sweet tooth
- Chocolate confectionery will remain unaffordable to many low-income consumers
- Health-conscious middle-income consumers will drive strong growth in demand for dark chocolate
- Companies venturing into new product developments to attract more consumers
- Table 12 Sales of Chocolate Confectionery by Category: Volume 2017-2022
- Table 13 Sales of Chocolate Confectionery by Category: Value 2017-2022
- Table 14 Sales of Chocolate Confectionery by Category: % Volume Growth 2017-2022
- Table 15 Sales of Chocolate Confectionery by Category: % Value Growth 2017-2022
- Table 16 Sales of Chocolate Tablets by Type: % Value 2017-2022
- Table 17 NBO Company Shares of Chocolate Confectionery: % Value 2018-2022
- Table 18 LBN Brand Shares of Chocolate Confectionery: % Value 2019-2022
- Table 19 Distribution of Chocolate Confectionery by Format: % Value 2017-2022
- Table 20 Forecast Sales of Chocolate Confectionery by Category: Volume 2022-2027
- Table 21 Forecast Sales of Chocolate Confectionery by Category: Value 2022-2027
- Table 22 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2022-2027
- Table 23 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Consumers turn to functional gum
- Kenafric launches activated charcoal chewing gum
- PK brand leads the market as Big Gum gains traction among ‘Khat’ chewers
- Increased health consciousness among parents will weigh on demand for bubble gum
- Deepening health and wellness trend will boost demand for sugar-free chewing gum
- Growing demand for khat is set to push category growth
- Table 24 Sales of Gum by Category: Volume 2017-2022
- Table 25 Sales of Gum by Category: Value 2017-2022
- Table 26 Sales of Gum by Category: % Volume Growth 2017-2022
- Table 27 Sales of Gum by Category: % Value Growth 2017-2022
- Table 28 NBO Company Shares of Gum: % Value 2018-2022
- Table 29 LBN Brand Shares of Gum: % Value 2019-2022
- Table 30 Distribution of Gum by Format: % Value 2017-2022
- Table 31 Forecast Sales of Gum by Category: Volume 2022-2027
- Table 32 Forecast Sales of Gum by Category: Value 2022-2027
- Table 33 Forecast Sales of Gum by Category: % Volume Growth 2022-2027
- Table 34 Forecast Sales of Gum by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Changing consumer lifestyles continue to limit category sales
- The competitive landscape is gradually consolidating
- International brands struggle to compete on price
- More local consumers will seek to reduce their sugar consumption
- New product developments will continue to drive the market growth
- Retail modernisation will provide a growth opportunity for international brands
- Table 35 Sales of Sugar Confectionery by Category: Volume 2017-2022
- Table 36 Sales of Sugar Confectionery by Category: Value 2017-2022
- Table 37 Sales of Sugar Confectionery by Category: % Volume Growth 2017-2022
- Table 38 Sales of Sugar Confectionery by Category: % Value Growth 2017-2022
- Table 39 Sales of Pastilles, Gummies, Jellies and Chews by Type: % Value 2017-2022
- Table 40 NBO Company Shares of Sugar Confectionery: % Value 2018-2022
- Table 41 LBN Brand Shares of Sugar Confectionery: % Value 2019-2022
- Table 42 Distribution of Sugar Confectionery by Format: % Value 2017-2022
- Table 43 Forecast Sales of Sugar Confectionery by Category: Volume 2022-2027
- Table 44 Forecast Sales of Sugar Confectionery by Category: Value 2022-2027
- Table 45 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2022-2027
- Table 46 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Reduced-sugar and sugar-free sweet biscuits increasingly in demand
- Affordability and wide distribution underpin Manji Foods’ leadership
- Fruit snacks and snack bars are emerging categories
- Cookies will replace plain biscuits as Kenyans’ biscuit of choice
- E-commerce will grow in importance
- Organic sweet biscuits will proliferate, but affordability will limit demand
- Table 47 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2017-2022
- Table 48 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2017-2022
- Table 49 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2017-2022
- Table 50 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2017-2022
- Table 51 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2018-2022
- Table 52 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2019-2022
- Table 53 NBO Company Shares of Sweet Biscuits: % Value 2018-2022
- Table 54 LBN Brand Shares of Sweet Biscuits: % Value 2019-2022
- Table 55 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2017-2022
- Table 56 Distribution of Sweet Biscuits by Format: % Value 2017-2022
- Table 57 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2022-2027
- Table 58 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2022-2027
- Table 59 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2022-2027
- Table 60 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Widening distribution drives strong growth in retail volume sales of impulse ice cream
- Competitive pricing helps leader Glacier Products reinforce its leadership
- Amid mounting inflationary pressure, promotional offers remain a key marketing tool
- Widening distribution and increased affordability will drive robust demand growth
- Foodservice expansions will expand product range and consumer base
- Proliferation of supermarkets will make ice cream even more accessible
- Table 61 Sales of Ice Cream by Category: Volume 2017-2022
- Table 62 Sales of Ice Cream by Category: Value 2017-2022
- Table 63 Sales of Ice Cream by Category: % Volume Growth 2017-2022
- Table 64 Sales of Ice Cream by Category: % Value Growth 2017-2022
- Table 65 NBO Company Shares of Ice Cream: % Value 2018-2022
- Table 66 LBN Brand Shares of Ice Cream: % Value 2019-2022
- Table 67 Distribution of Ice Cream by Format: % Value 2017-2022
- Table 68 Forecast Sales of Ice Cream by Category: Volume 2022-2027
- Table 69 Forecast Sales of Ice Cream by Category: Value 2022-2027
- Table 70 Forecast Sales of Ice Cream by Category: % Volume Growth 2022-2027
- Table 71 Forecast Sales of Ice Cream by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Potato chips remain the main growth driver
- Cost advantage keeps local players in pole position
- Tropical Heat remains the top economy brand while Pringles appeals to the middle classes
- Potato chips will continue to outperform savoury biscuits
- E-commerce will grow in importance
- Health and wellness trend will result in some product reformulation
- Summary 2 Other Savoury Snacks by Product Type: 2022
- Table 72 Sales of Savoury Snacks by Category: Volume 2017-2022
- Table 73 Sales of Savoury Snacks by Category: Value 2017-2022
- Table 74 Sales of Savoury Snacks by Category: % Volume Growth 2017-2022
- Table 75 Sales of Savoury Snacks by Category: % Value Growth 2017-2022
- Table 76 NBO Company Shares of Savoury Snacks: % Value 2018-2022
- Table 77 LBN Brand Shares of Savoury Snacks: % Value 2019-2022
- Table 78 Distribution of Savoury Snacks by Format: % Value 2017-2022
- Table 79 Forecast Sales of Savoury Snacks by Category: Volume 2022-2027
- Table 80 Forecast Sales of Savoury Snacks by Category: Value 2022-2027
- Table 81 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2022-2027
- Table 82 Forecast Sales of Savoury Snacks by Category: % Value Growth 2022-2027
