Fruits & Nuts - Kenya

Kenya

Revenue in the Fruits & Nuts market amounts to €5.09bn in 2024. The market is expected to grow annually by 10.19% (CAGR 2024-2029).
In global comparison, most revenue is generated in India (€124bn in 2024).
In relation to total population figures, per person revenues of €90.48 are generated in 2024.
In the Fruits & Nuts market, volume is expected to amount to 2,067.00m kg by 2029. The Fruits & Nuts market is expected to show a volume growth of 6.3% in 2025.
The average volume per person in the Fruits & Nuts market is expected to amount to 29.1kg in 2024.

Key regions: United Kingdom, Spain, South Korea, Russia, Philippines

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Analyst Opinion

The Fruits & Nuts Market in Kenya is experiencing subdued growth, influenced by factors such as fluctuating weather conditions, changing consumer preferences towards healthier options, and challenges in supply chain logistics affecting availability and pricing.

Customer preferences: In Kenya, consumers are increasingly gravitating towards organic and locally sourced fruits and nuts, driven by a growing awareness of health and nutrition. This shift is influenced by urbanization, as younger demographics prioritize convenience and quality in their food choices. Additionally, the rise of social media has amplified the popularity of plant-based diets, prompting a demand for innovative fruit-based products. Cultural celebrations and traditional diets also play a significant role, as families seek to incorporate healthy options into festive meals, reflecting a blend of heritage and modern health consciousness.

Trends in the market: In Kenya, the Fruits & Nuts Market is experiencing a surge in demand for organic and locally sourced produce, driven by consumers' increasing health consciousness and preference for sustainable options. Urbanization is reshaping dietary habits as younger generations seek convenience alongside quality. The influence of social media has also popularized plant-based diets, leading to innovative fruit-based products. Furthermore, traditional celebrations emphasize the integration of healthy choices into meals, presenting opportunities for industry stakeholders to cater to evolving consumer preferences while promoting local agriculture.

Local special circumstances: In Kenya, the Fruits & Nuts Market is influenced by the country's diverse climatic zones, enabling the cultivation of a wide variety of fruits and nuts throughout the year. Culturally, traditional dietary practices emphasize the use of locally sourced ingredients, fostering a strong demand for indigenous produce. Regulatory support for organic farming and sustainable practices further boosts market growth. Additionally, urban centers with increasing disposable incomes are driving a trend towards premium and health-focused fruit products, reshaping consumer preferences and market dynamics.

Underlying macroeconomic factors: The Fruits & Nuts Market in Kenya is significantly shaped by macroeconomic factors such as agricultural policies, trade dynamics, and global demand trends. The country’s economic health, characterized by stable GDP growth and improving infrastructure, supports increased agricultural productivity and distribution. Favorable fiscal policies promoting agricultural investment and export incentives enhance competitiveness in international markets. Additionally, global trends towards health-conscious eating and organic produce elevate demand for Kenyan fruits and nuts. Exchange rate fluctuations and climate change also pose challenges, impacting production costs and market stability, thereby influencing overall 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.