Market Insights Consumer Food Bread & Cereal Products

Pasta - Kenya

Kenya

Revenue in the Pasta market amounts to €0.47bn in 2024. The market is expected to grow annually by 9.80% (CAGR 2024-2029).
In global comparison, most revenue is generated in China (€25,690m in 2024).
In relation to total population figures, per person revenues of €8.36 are generated in 2024.
In the Pasta market, volume is expected to amount to 242.00m kg by 2029. The Pasta market is expected to show a volume growth of 6.6% in 2025.
The average volume per person in the Pasta market is expected to amount to 3.5kg in 2024.

Key regions: India, South Korea, United Kingdom, United States, Spain

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Analyst Opinion

The Pasta Market in Kenya is facing subdued growth due to factors such as changing consumer preferences, increasing competition, and economic challenges. Despite this, the market continues to grow, driven by the convenience and health benefits offered by pasta products.

Customer preferences: In Kenya, the Pasta Market of the Bread & Cereal Products Market within The Food market has seen a rise in demand for healthier options, as consumers become more health-conscious. This trend is driven by the increasing awareness of the importance of a balanced diet and the impact of lifestyle diseases. As a result, there has been a surge in the popularity of whole wheat and gluten-free pasta, as well as pasta made from alternative grains such as quinoa and lentils. This shift towards healthier options is also influenced by the growing middle-class population and their changing dietary preferences.

Trends in the market: In Kenya, the pasta market of the Bread & Cereal Products Market within The Food market is experiencing a surge in demand for gluten-free and healthier options. This trend is driven by increasing health consciousness among consumers, who are looking for alternatives to traditional wheat-based pasta. Additionally, there is a growing trend of incorporating more international flavors and ingredients into pasta dishes, catering to the diverse tastes of Kenyan consumers. These trends are expected to continue in the coming years, providing opportunities for industry stakeholders to innovate and expand their product offerings.

Local special circumstances: In Kenya, the Pasta Market of the Bread & Cereal Products Market within The Food market is influenced by the country's rich agricultural sector and diverse cultural influences. The demand for locally sourced, organic ingredients drives the market, while the diverse culinary traditions of various ethnic groups contribute to the variety of pasta products available. Additionally, the government's push for food security and the growing popularity of healthy eating habits also impact the market dynamics.

Underlying macroeconomic factors: The Pasta Market of the Bread & Cereal Products Market within The Food market in Kenya is influenced by various macroeconomic factors. Global economic trends such as changing consumer preferences towards healthier food options and increasing demand for convenience foods are driving the growth of the market. At a national level, Kenya's stable economic growth and growing population are creating a favorable market environment for pasta producers. Fiscal policies such as tax incentives for food producers and investments in agriculture infrastructure are also supporting the market growth. Other financial indicators such as rising disposable incomes and urbanization are contributing to the increasing demand for pasta products 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.