Market Insights Consumer Food Sauces & Spices

Tomato Ketchup - Kenya

Kenya

Revenue in the Tomato Ketchup market amounts to €148.60m in 2024. The market is expected to grow annually by 9.65% (CAGR 2024-2029).
In global comparison, most revenue is generated in the United States (€5,572m in 2024).
In relation to total population figures, per person revenues of €2.64 are generated in 2024.
In the Tomato Ketchup market, volume is expected to amount to 77.04m kg by 2029. The Tomato Ketchup market is expected to show a volume growth of 5.9% in 2025.
The average volume per person in the Tomato Ketchup market is expected to amount to 1.1kg in 2024.

Key regions: United States, United Kingdom, Japan, South Korea, Canada

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Analyst Opinion

The Tomato Ketchup Market in Kenya is facing subdued growth due to factors such as limited consumer awareness, high import costs, and competition from local tomato-based sauces. Despite this, the market is expected to grow as more consumers demand convenience and seek out healthier options.

Customer preferences: As more consumers in Kenya become health-conscious, there has been a growing demand for healthier food options, leading to a rise in sales of organic and natural tomato ketchup. This trend is also driven by the increasing awareness of the harmful effects of artificial preservatives and additives in processed foods. Additionally, the rise of vegan and plant-based diets has also contributed to the shift towards healthier and more ethical food choices, with tomato ketchup being a popular condiment in these diets.

Trends in the market: In Kenya, the Tomato Ketchup market is experiencing an increase in demand for healthier and more natural options. This trend is in line with the overall shift towards healthier food choices and ingredients in the country. Additionally, there is a growing demand for locally sourced and organic products, as consumers become more conscious of the environmental impact of their food choices. These trends have significant implications for industry stakeholders, as they may need to adapt their production processes and marketing strategies to cater to this demand. It also presents opportunities for new players to enter the market with innovative and sustainable products.

Local special circumstances: In Kenya, the tomato ketchup market is heavily influenced by the country's agricultural sector, with local farmers providing a steady supply of fresh tomatoes. This, coupled with the Kenyan preference for spicier flavors, has led to the development of unique ketchup blends catering to local tastes. Additionally, the country's strict regulations on food imports have created a demand for locally produced ketchup, boosting the growth of domestic brands.

Underlying macroeconomic factors: The Tomato Ketchup Market within the Sauces & Spices Market of The Food market in Kenya is impacted by various macroeconomic factors. The country's economic stability, government policies, and global economic trends play a crucial role in shaping market performance. In recent years, Kenya has witnessed steady economic growth, resulting in increased consumer spending and demand for convenience food products like tomato ketchup. Additionally, the country's favorable business climate and growing investments in the food industry have also contributed to the market's growth. However, challenges such as high inflation rates and limited access to credit can hinder market growth.

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.