Market Insights Consumer Food Bread & Cereal Products

Breakfast Cereals - Kenya

Kenya

Revenue in the Breakfast Cereals market amounts to €299.30m in 2024. The market is expected to grow annually by 9.82% (CAGR 2024-2029).
In global comparison, most revenue is generated in the United States (€20,670m in 2024).
In relation to total population figures, per person revenues of €5.33 are generated in 2024.
In the Breakfast Cereals market, volume is expected to amount to 69.68m kg by 2029. The Breakfast Cereals market is expected to show a volume growth of 6.6% in 2025.
The average volume per person in the Breakfast Cereals market is expected to amount to 1.0kg in 2024.

Key regions: Canada, United States, Russia, India, Spain

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Analyst Opinion

The Breakfast Cereals market in Kenya is experiencing subdued growth due to factors such as low consumer awareness, limited distribution channels, and high cost of production. Despite this, the Bread & Cereal Products market is steadily growing, driven by increasing health consciousness and the convenience offered by packaged breakfast options.

Customer preferences: The Breakfast Cereals Market in Kenya has seen a rise in demand for healthier options, as consumers become more health-conscious and seek out nutritious breakfast choices. This trend is driven by the growing middle-class population and their increasing disposable income, leading to a shift towards more premium and organic breakfast cereals. Furthermore, there is a growing demand for gluten-free and vegan options, as well as a preference for locally sourced ingredients, reflecting the influence of sustainability and ethical consumption on consumer choices.

Trends in the market: In Kenya, the Breakfast Cereals market is experiencing a surge in demand for healthier options, with consumers becoming more health-conscious. This trend is expected to continue, as seen in the global Breakfast Cereals market, where there is a growing demand for organic and gluten-free options. This shift towards healthier breakfast choices is significant for industry stakeholders as it requires them to adapt their product offerings and marketing strategies to cater to this changing consumer behavior. Additionally, there is a rising trend of online grocery shopping in Kenya, providing an opportunity for Breakfast Cereal brands to expand their reach and tap into this growing market.

Local special circumstances: In Kenya, the Breakfast Cereals Market of the Bread & Cereal Products Market within The Food market is heavily influenced by the country's diverse agricultural landscape and cultural preferences. Maize and wheat are the main grains used in breakfast cereals, reflecting the country's agricultural production. Additionally, the growing health and wellness trend among Kenyan consumers has led to a rise in demand for healthier breakfast options, such as whole grain and gluten-free cereals. Moreover, the government's efforts to promote food fortification and reduce malnutrition have also contributed to the growth of the breakfast cereals market.

Underlying macroeconomic factors: The Breakfast Cereals Market of the Bread & Cereal Products Market within The Food market in Kenya is significantly impacted by macroeconomic factors such as consumer purchasing power, inflation rates, and economic stability. As Kenya continues to experience economic growth and increasing urbanization, there is a growing demand for convenient and affordable breakfast options, leading to the growth of the breakfast cereals market. Moreover, government initiatives aimed at promoting healthy eating habits and rising health consciousness among consumers are also driving the market growth. However, fluctuations in exchange rates and rising commodity prices may hinder market growth. Additionally, the impact of COVID-19 on the economy and consumer behavior will also play a significant role in shaping the future of the breakfast cereals market in Kenya.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on food, which comprises all private household spending on food that is meant for at-home consumption (out-of-home consumption is not accounted for).

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, and consumer price 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 Food 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.