Find Buyers, Importers, Distributors in Kenya

Kenya serves as a gateway to East Africa, making it a strategic hub for international trade. With a population exceeding 55 million and a growing middle class, the country has seen a steady increase in demand for imported goods, particularly in the food and beverage sector. In 2022, Kenya imported goods worth over $20 billion, with food and beverages accounting for a significant portion. The country's reliance on imports for staple foods, specialty products, and beverages creates ample opportunities for international suppliers.

Kenya's import market is characterized by its openness to global trade, supported by favorable policies and regional trade agreements such as the East African Community (EAC) and the African Continental Free Trade Area (AfCFTA). The government has streamlined import procedures to enhance the ease of doing business, making it an attractive market for manufacturers. Kenyan buyers prioritize quality, affordability, and compliance with local standards, presenting a lucrative opportunity for food and beverage exporters worldwide.

The food and beverage industry is one of Kenya's top import sectors, driven by the need to supplement local production and meet diverse consumer preferences. In 2022, food imports alone were valued at over $2 billion, reflecting the country's growing appetite for international products.

Key imported product categories include:

• Wheat, rice, and other cereals
• Edible oils and fats
• Dairy products such as milk powder and cheese
• Processed foods and snacks
• Alcoholic beverages, including wine and spirits
• Non-alcoholic beverages like juices and energy drinks
• Specialty foods such as organic and gluten-free products

Fast-growing segments include:

• Plant-based and vegan products
• Health and wellness foods
• Premium alcoholic beverages
• Convenience foods and ready-to-eat meals

Manufacturers targeting Kenya's food and beverage market can connect with a variety of buyer types. Key segments include:

• Importers: These entities handle large-scale procurement and customs clearance, often distributing to wholesalers and retailers. They prioritize consistent quality, competitive pricing, and timely delivery.
• Distributors: Supplying products to supermarkets, restaurants, and smaller retailers, distributors value shelf-ready packaging, reliable supply chains, and strong branding.
• Retail Chains: Supermarkets and specialty stores like Carrefour and Naivas source directly from manufacturers or through importers. They seek innovative, certified, and trend-driven products to cater to diverse consumer needs.
• Foodservice Providers (HORECA): Hotels, restaurants, and catering companies focus on taste, presentation, and safety. They often require customized packaging and bulk quantities.
• Online Retailers: E-commerce platforms such as Jumia are growing rapidly, offering opportunities for direct-to-consumer sales. They look for products with strong branding and convenient packaging.

Exporting to Kenya involves several steps. Here is a simplified guide for manufacturers:

• Research the Kenyan Market: Understand demand for your product, target buyer segments, and pricing expectations.
• Ensure Regulatory Compliance: Familiarize yourself with Kenya Bureau of Standards (KEBS) requirements and import regulations for food and beverages.
• Prepare Documentation: Key documents include the commercial invoice, packing list, bill of lading, certificate of origin, and any applicable health or quality certifications.
• Select a Freight Forwarder or Shipping Partner: Choose one with experience in Kenyan import logistics.
• Choose the Right Incoterms: Clarify responsibilities for shipping, insurance, and customs duties.
• Register with KEBS: Some products may require pre-shipment verification of conformity (PVoC) before export.

Certifications are crucial for exporting food and beverages to Kenya, ensuring compliance with local standards and building trust with buyers.

Key certifications include:

• KEBS Certification: Mandatory for all imports to ensure they meet Kenyan standards.
• ISO 22000 or ISO 9001: Demonstrates quality management systems for food safety.
• Halal Certification: Essential for meat, poultry, and other products targeting Muslim consumers.
• Organic Certification: Increasingly important for health-conscious and premium product segments.
• Fair Trade Certification: Valued for ethically sourced products.

Additional certifications like HACCP, BRC, and IFS may also be required depending on the product type and buyer preferences.

Kenyan buyers expect well-packaged, clearly labeled, and compliant goods. Packaging plays a significant role in purchasing decisions.

Preferred packaging types:

• Retail-ready packaging: Especially for supermarkets and convenience stores.
• Bulk packaging: For foodservice providers and wholesalers.
• Eco-friendly packaging: Recyclable and biodegradable materials are gaining popularity.

Labeling requirements include:

• Product name and brand
• Ingredients list
• Net weight or volume (in metric units)
• Country of origin
• Nutritional facts (for food and beverages)
• Allergen declarations
• Best-before or expiration date
• KEBS compliance marks