Meat End Market Trends in Kenya
This study aimed at achieving objectives that are critical to establishing and understanding consumer preferences and retail practices for livestock products in Kenya. The study was conducted in a number of major counties in Kenya i.e Eldoret, Nakuru, Kajiado, Kakamega, Makueni, Machakos, Nairobi, Garissa, Kiambu, Mombasa, Kwale, Kilifi and Kisumu.
Livestock is an important sector for the Kenyan economy
It has significant potential to increase competitiveness and benefit millions of people.
Domestic demand for meat has been historically strong, driven by urbanization, a growing middle class and exports which create demand for product differentiation, safety and quality.
Kenya’s meat sub-sector is hugely informal and fragmented.
Very few organised processors are buying directly from livestock producers.
The Information Gap
Lack of accurate information on meat consumption patterns and segmentation has been a major barrier to strategies that are designed to develop and transform the livestock and meat industry in the country. For example, meat traders seeking to target specific consumer cohorts haven’t been able do so due to the absence of information on consumption patterns, demographics, preferences as well as demand profiles.
What Do the Finding Tell Us?
The findings reveal an increasing number of consumers demanding for quality meat, accounting for an additional 54,000mt for beef in the market.
This shows that investment in modernization of the meat industry would add value to the meat processing, product differentiation, food quality and safety and in turn enable the industry to meet the increasing demand for quality meat up from the current 66,000mt to 240,000mt. With better sector and industry coordination, these investments will translate to increased profitability, jobs and wealth creation as well as a larger contribution of the sector to Kenya’s GDP.
A Study on Meat End Market Trends in Kenya
This study is the first step towards understanding the meat consumer market in Kenya in terms of trends, preferences and purchasing patterns, alongside meat retails practices.
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