Kenya: Couscous Market 2024

Couscous Market Size in Kenya

In 2021, the Kenyan couscous market decreased by -10.1% to $X for the first time since 2018, thus ending a two-year rising trend. Over the period under review, consumption recorded a relatively flat trend pattern. As a result, consumption attained the peak level of $X. From 2018 to 2021, the growth of the market failed to regain momentum.

Couscous Production in Kenya

In value terms, couscous production contracted to $X in 2021 estimated in export price. Overall, production, however, saw a relatively flat trend pattern. The most prominent rate of growth was recorded in 2017 when the production volume increased by 16%. As a result, production attained the peak level of $X. From 2018 to 2021, production growth failed to regain momentum.

Couscous Exports

Exports from Kenya

In 2021, overseas shipments of couscous decreased by -51.5% to X tons, falling for the third consecutive year after four years of growth. Over the period under review, exports, however, recorded significant growth. The growth pace was the most rapid in 2016 when exports increased by 648%. Over the period under review, the exports reached the maximum at X tons in 2018; however, from 2019 to 2021, the exports stood at a somewhat lower figure.

In value terms, couscous exports reduced dramatically to $X in 2021. Overall, exports, however, posted significant growth. The pace of growth appeared the most rapid in 2016 when exports increased by 1,047%. The exports peaked at $X in 2018; however, from 2019 to 2021, the exports stood at a somewhat lower figure.

Exports by Country

Uganda (X tons) was the main destination for couscous exports from Kenya, with a 70% share of total exports. Moreover, couscous exports to Uganda exceeded the volume sent to the second major destination, South Sudan (X tons), twofold.

From 2012 to 2021, the average annual growth rate of volume to Uganda stood at +36.8%. Exports to the other major destinations recorded the following average annual rates of exports growth: South Sudan (+68.3% per year) and South Africa (+53.0% per year).

In value terms, Uganda ($X) remains the key foreign market for couscous exports from Kenya, comprising 77% of total exports. The second position in the ranking was held by South Sudan ($X), with an 18% share of total exports.

From 2012 to 2021, the average annual rate of growth in terms of value to Uganda totaled +25.5%. Exports to the other major destinations recorded the following average annual rates of exports growth: South Sudan (+33.5% per year) and South Africa (+54.0% per year).

Export Prices by Country

The average couscous export price stood at $X per ton in 2021, dropping by -9.2% against the previous year. Over the period under review, the export price continues to indicate a abrupt curtailment. The pace of growth appeared the most rapid in 2020 when the average export price increased by 54% against the previous year. Over the period under review, the average export prices reached the maximum at $X per ton in 2013; however, from 2014 to 2021, the export prices remained at a lower figure.

Prices varied noticeably by country of destination: amid the top suppliers, the country with the highest price was South Africa ($X per ton), while the average price for exports to South Sudan ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was recorded for supplies to South Africa (-0.4%), while the prices for the other major destinations experienced a decline.

Couscous Imports

Imports into Kenya

In 2021, approx. X tons of couscous were imported into Kenya; reducing by -83.8% against 2020. Over the period under review, imports showed a deep setback. The growth pace was the most rapid in 2020 with an increase of 502%. As a result, imports reached the peak of X tons, and then declined significantly in the following year.

In value terms, couscous imports dropped markedly to $X in 2021. Overall, imports, however, enjoyed a strong increase. The most prominent rate of growth was recorded in 2016 when imports increased by 227%. Over the period under review, imports hit record highs at $X in 2020, and then contracted markedly in the following year.

Imports by Country

In 2021, Turkey (X tons) constituted the largest couscous supplier to Kenya, with a 82% share of total imports. Moreover, couscous imports from Turkey exceeded the figures recorded by the second-largest supplier, Italy (X tons), sevenfold. The UK (X kg) ranked third in terms of total imports with a 2.9% share.

From 2012 to 2021, the average annual rate of growth in terms of volume from Turkey totaled -3.8%. The remaining supplying countries recorded the following average annual rates of imports growth: Italy (-7.3% per year) and the UK (+3.9% per year).

In value terms, Turkey ($X), Italy ($X) and the UK ($X) were the largest couscous suppliers to Kenya, together comprising 93% of total imports. The United Arab Emirates, India and the Netherlands lagged somewhat behind, together accounting for a further 6%.

In terms of the main suppliers, the United Arab Emirates, with a CAGR of +19.1%, saw the highest rates of growth with regard to the value of imports, over the period under review, while purchases for the other leaders experienced more modest paces of growth.

Import Prices by Country

The average couscous import price stood at $X per ton in 2021, jumping by 184% against the previous year. Overall, the import price posted a resilient increase. Over the period under review, average import prices hit record highs at $X per ton in 2017; however, from 2018 to 2021, import prices remained at a lower figure.

Prices varied noticeably by country of origin: amid the top importers, the country with the highest price was the United Arab Emirates ($X per ton), while the price for Turkey ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Turkey (+6.2%), while the prices for the other major suppliers experienced more modest paces of growth.

Source: IndexBox Platform

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