Kenya: Toy Market 2024

Toy Market Size in Kenya

The Kenyan toy market was estimated at $X in 2021, picking up by 14% against the previous year. Overall, the total consumption indicated a tangible increase from 2012 to 2021: its value increased at an average annual rate of +2.4% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, consumption decreased by -9.4% against 2019 indices. Toy consumption peaked at $X in 2019; however, from 2020 to 2021, consumption failed to regain momentum.

Toy Production in Kenya

In value terms, toy production expanded markedly to $X in 2021 estimated in export price. In general, the total production indicated a mild increase from 2012 to 2021: its value increased at an average annual rate of +1.6% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production decreased by -11.4% against 2019 indices. The pace of growth was the most pronounced in 2016 with an increase of 80%. Toy production peaked at $X in 2019; however, from 2020 to 2021, production remained at a lower figure.

Toy Exports

Exports from Kenya

In 2021, overseas shipments of dolls and toys increased by 13% to X tons, rising for the second year in a row after three years of decline. In general, exports showed a relatively flat trend pattern. The pace of growth was the most pronounced in 2013 with an increase of 80% against the previous year. As a result, the exports attained the peak of X tons. From 2014 to 2021, the growth of the exports failed to regain momentum.

In value terms, toy exports fell to $X in 2021. Over the period under review, exports, however, showed a deep slump. The most prominent rate of growth was recorded in 2020 with an increase of 35%. Over the period under review, the exports reached the peak figure at $X in 2013; however, from 2014 to 2021, the exports stood at a somewhat lower figure.

Exports by Country

Australia (X tons) was the main destination for toy exports from Kenya, with a 30% share of total exports. Moreover, toy exports to Australia exceeded the volume sent to the second major destination, Rwanda (X tons), twofold. The third position in this ranking was taken by Uganda (X tons), with an 11% share.

From 2012 to 2021, the average annual growth rate of volume to Australia amounted to +38.4%. Exports to the other major destinations recorded the following average annual rates of exports growth: Rwanda (+26.2% per year) and Uganda (-0.5% per year).

In value terms, Australia ($X) remains the key foreign market for dolls and toys exports from Kenya, comprising 33% of total exports. The second position in the ranking was held by the United States ($X), with a 15% share of total exports. It was followed by Rwanda, with a 6% share.

From 2012 to 2021, the average annual rate of growth in terms of value to Australia totaled +26.7%. Exports to the other major destinations recorded the following average annual rates of exports growth: the United States (-11.3% per year) and Rwanda (+23.1% per year).

Export Prices by Country

The average toy export price stood at $X per ton in 2021, shrinking by -24.5% against the previous year. Over the period under review, the export price continues to indicate a abrupt setback. The most prominent rate of growth was recorded in 2014 when the average export price increased by 49% against the previous year. As a result, the export price reached the peak level of $X per ton. From 2015 to 2021, the average export prices remained at a lower figure.

There were significant differences in the average prices for the major overseas markets. In 2021, amid the top suppliers, the country with the highest price was the Netherlands ($X per ton), while the average price for exports to Democratic Republic of the Congo ($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 the United States (+6.1%), while the prices for the other major destinations experienced a decline.

Toy Imports

Imports into Kenya

In 2021, the amount of dolls and toys imported into Kenya skyrocketed to X tons, jumping by 22% on the previous year's figure. Overall, imports enjoyed a significant increase. The most prominent rate of growth was recorded in 2016 when imports increased by 200% against the previous year. Over the period under review, imports reached the peak figure in 2021 and are expected to retain growth in the near future.

In value terms, toy imports expanded markedly to $X in 2021. In general, imports showed strong growth. The most prominent rate of growth was recorded in 2016 with an increase of 47%. Imports peaked in 2021 and are expected to retain growth in years to come.

Imports by Country

In 2021, China (X tons) constituted the largest toy supplier to Kenya, accounting for a 77% share of total imports. Moreover, toy imports from China exceeded the figures recorded by the second-largest supplier, the UK (X tons), eightfold.

From 2012 to 2021, the average annual growth rate of volume from China totaled +30.3%. The remaining supplying countries recorded the following average annual rates of imports growth: the UK (+18.6% per year) and the United Arab Emirates (-19.1% per year).

In value terms, China ($X) constituted the largest supplier of dolls and toys to Kenya, comprising 78% of total imports. The second position in the ranking was held by the UK ($X), with a 7.9% share of total imports.

From 2012 to 2021, the average annual rate of growth in terms of value from China stood at +25.2%. The remaining supplying countries recorded the following average annual rates of imports growth: the UK (-1.9% per year) and the United Arab Emirates (-13.3% per year).

Import Prices by Country

The average toy import price stood at $X per ton in 2021, which is down by -12.2% against the previous year. Overall, the import price saw a abrupt setback. The most prominent rate of growth was recorded in 2014 when the average import price increased by 183%. As a result, import price reached the peak level of $X per ton. From 2015 to 2021, the average import prices remained at a somewhat lower figure.

There were significant differences in the average prices amongst the major supplying countries. In 2021, amid the top importers, the country with the highest price was the United Arab Emirates ($X per ton), while the price for the UK ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by the United Arab Emirates (+7.2%), while the prices for the other major suppliers experienced a decline.

Source: IndexBox Platform

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