In Kenya, unbranded and unpackaged rice remains widely available and continues to pose strong competition to packaged rice variants. This trend is particularly prevalent in small local grocers and informal food markets, where consumer loyalty to brands is not strongly established, further fuelling the sales of unbranded or unpackaged rice.
Mwea rice farmers have faced challenges due to prolonged dry spells and water shortages, significantly impacting rice yields. Historically, the Mwea region produced about 80% of Kenya's rice, but the country now imports approximately a third of its rice needs.
Kenyan consumers are expected to remain price-sensitive, particularly regarding staples like rice and instant noodles. If the prices of packaged items exceed affordability thresholds, consumers are likely to turn to the informal market, which offers lower prices.
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Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Rice, Pasta and Noodles
This is the aggregation of rice, noodles and pasta. Includes: Pre-packaged noodles. Excludes: Any noodles, pasta or rice bought loose, bulk and/or unpackaged. Excludes: Any noodle-based ready meals, which would be tracked under ready meals.
See All of Our DefinitionsThis report originates from Passport, our Rice, Pasta and Noodles research and analysis database.
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