Market Insights Consumer Food Confectionery & Snacks

Confectionery - Kenya

Kenya

Revenue in the Confectionery market amounts to €1.40bn in 2024. The market is expected to grow annually by 6.30% (CAGR 2024-2029).
In global comparison, most revenue is generated in China (€77bn in 2024).
In relation to total population figures, per person revenues of €24.98 are generated in 2024.
In the Confectionery market, volume is expected to amount to 242.10m kg by 2029. The Confectionery market is expected to show a volume growth of 2.1% in 2025.
The average volume per person in the Confectionery market is expected to amount to 3.8kg in 2024.

Key regions: Spain, Canada, Japan, South Korea, Russia

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Analyst Opinion

The Confectionery market in Kenya is seeing minimal growth, influenced by the rising health consciousness among consumers, increasing use of digital technologies, and the convenience of online services. Factors such as changing consumer tastes and preferences, high competition, and economic constraints also impact the market's growth rate.

Customer preferences: Consumers in Kenya are increasingly looking for healthier and more natural options in the Confectionery Market. This trend is driven by a growing awareness of the negative effects of processed and artificial ingredients on health. As a result, there has been a rise in demand for organic and all-natural confectionery products, as well as those made with locally sourced ingredients. This shift towards healthier options is also influenced by a growing middle class and their willingness to pay for premium products.

Trends in the market: In Kenya, the Confectionery market is experiencing a shift towards healthier options, with consumers increasingly seeking out natural and organic snacks. This trend is driven by rising health consciousness and a growing middle class with more disposable income. Additionally, there is a growing demand for innovative and unique flavors, as well as convenient packaging and snacking options. These trends are expected to continue, presenting opportunities for industry players to cater to evolving consumer preferences and expand their reach in the Kenyan market.

Local special circumstances: In Kenya, the Confectionery market is heavily influenced by the country's diverse cultural heritage, with a strong preference for locally-sourced and traditional ingredients. Additionally, the government's efforts to promote sustainable agriculture have led to a rise in organic and fair trade confectionery products. The market is also shaped by Kenya's unique geographical landscape, with different regions specializing in specific confectionery items, such as coconut-based sweets in coastal areas and honey-based treats in the central highlands. These factors contribute to a dynamic and diverse Confectionery market in Kenya.

Underlying macroeconomic factors: The Confectionery Market in Kenya is heavily influenced by macroeconomic factors such as economic growth, consumer spending, and government policies. The country's stable economic growth and growing middle class population have led to increased disposable income and consumer spending on indulgent food products such as confectionery. Additionally, the government's efforts to improve infrastructure and attract foreign investment have created a favorable business environment, further driving market growth. However, challenges such as inflation and currency exchange rates can impact the affordability and purchasing power of consumers, potentially affecting market performance.

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.