Bread is one of the popular staple items in Kenya pantries. In a fragmented market where competition is fierce, especially from growing supermarket brands, we checked recently which bread brands are currently the most popular in consumers’ pantries in Kenya.
To find out which are the Top 5 bread brands in Kenya based
on what consumers have in their homes, we asked our SagaPoll panel members.
SagaPoll, our online
panel in Africa, allows us to collect hundreds of responses from members
throughout the continent in just a few hours.
Kenyan panelists shared with us the most recent bread brand
they bought, as well as the price, pack size, a picture, and the type of outlet
where they made the purchase. Read on to find out which brands are currently
most popular based on this pantry check in Kenya.
Top 5 bread brands in Kenya
Here is the Top 5 bread brands most found in Kenyan homes
based on the share of the pantry (by volume):
- Supa
Loaf (by East African group The Mini Group of Companies)
- Festive
(by Kenyan DPL
Festive Bread)
- Broadways
(by Kenyan Broadways
Group)
- Kingsmil
(by Kenyan Kenafric
Bakery)
- BB (by
Kenyan Bakemark Ltd)
Other brands with smaller pantry shares include Kenblest, Loafa, and Selecta. Quite a few
brands share the rest of the pie, including supermarket brands (Quickmart, Cleanshelf, Naivas…).
Preferred format and channels for bread in Kenya
Among the best bread brands in Kenya, the most popular
format is the 400g packaging and by far (71%). Only a few
consumers buy the 800g format (16%) and 600g format (13%). In fact, some
brands, such as Festive, only sell the standard 400g packaging.
In terms of preferred channels of purchase, bread consumers
in Kenya have clear habits. Indeed, the vast majority buy bread in kiosks (54%)
for convenience, and 43% purchase bread in supermarkets.
Bread Brands price positioning in Kenya
Price is critical for a product so ingrained in Kenyans’
lives and consumed on a daily basis by most. If we look at prices panellists
paid, we find that it is fairly consistent across brands but with some nuances.
For example, the most popular size, the 400g packaging, currently costs on
average 60.4 KES. Some brands are slightly lower like Festive (60.1
KES) and Kingsmil (60.2 KES) while some tend to be priced slightly higher.
Super Loaf is found at 60.9 KES, Broadway at 60.6 KES and BB at 61.3 KES.
So who buys which bread brand in Kenya?
Without much surprise, bread brands in Kenya with a lowest
average price tend to perform better with lower incomes. For example a majority
of Festive consumers (55%) earn less than 250 USD. On the contrary, Supa Loaf
and Broadway do better with higher income groups. For example 29% of Broadway
consumers earn over 500 USD compared to only 19% for Festive consumers.
As demonstrated, a pantry check in Kenya or across most
African markets allows one to get a quick understanding of consumers across the
continent. Quick implementation, yet a deep granular analysis by brands and
demographics (age, gender, income, etc). Contact us for further details.
Full List of Bread Manufacturing Companies in Kenya
This is a list of
bread manufacturing companies in Kenya. The list focuses on renowned companies
that manufacture and distribute high-quality premium loaves of bread that are
sold in the local markets and in other neighbouring countries such as Uganda and
Tanzania.
Here is a list of
bread manufacturing companies in Kenya.
1. Broadways Bakery Limited
Broadways Bakery was
established in Kenya during the pre-independence era and has steadily grown
from a one deck oven bakery to become one of the largest industrial bakeries in
Kenya. The company is behind the popular Broadways bread which includes white
sliced bread, brown sliced bread, unsliced bread and sandwich bread.
Location: Thika.
Contacts: 0720 504
309, 0734 252 525.
Email:
info@broadway.co.ke.
2. Kenblest Group
Kenblest Group
produces over 250,000 loaves of bread and 450 metric tonnes of wheat and maize
flour a day, making it one of the largest producers of bread and wheat in the
country. The company’s brand of bread is known as Kenblest. It has an extensive
distribution fleet of over 100 vehicles that guarantee delivery of fresh bread
throughout the country.
Location: Off
Garissa Road, Thika.
Contacts: 0721 490
800, 0734 490 800.
Email:
info@kenblestgroup.com.
3. Mini Bakeries Ltd
Mini Bakeries is the
company behind the Supa Loaf brand. Supa Loaf has over the years grown to
become a leading brand in Kenya and has severally been nominated as a Super
brand. The company has an effective distribution network that ensures its bread
is supplied while still very fresh to over 10,000 retail outlets within Kenya,
Uganda and Tanzania.
Location: Supa Loaf
Complex, Kangundo Road, Nairobi.
Contact: 0731 999
902.
Email:
operations@minibake.com.
4. Bakemark Limited
They are the proud
manufacturers of BB bread which has made unprecedented strides in the baking
industry in terms of quality and exponential increase in sales.
Contact: 0780 440
550.
Email:
info@bakemark.co.ke.
5. United Millers
United Millers
produces the popular brand of bread known as United. The company has over 20
years of experience in baking and produces high quality premium breads, both
plain and sliced in various flavors.
Location: Industrial
Area, Kisumu.
Contacts: 0724 303
831, 0733 638 370.
Email:
info@united.co.ke.
6. DPL Festive Limited
The company was
founded in 2000 in Nairobi. They are the proud manufacturers of Festive Bread
which is very nutritious, smooth and tasty.
Location: 020 217
7474.
Email:
customercare@festivebrands.co.ke.
7. Ennsvalley Bakery
Established in 1996,
Ennsvalley Bakery is a world-class bakery that specialises in a wide variety of
delicious and healthy bread, rolls and pastries.
Location: Enterprise
Rd, Nairobi
Contact:0724 253333
8. Kenafric Bakery Ltd
Kenafric Bakery manufactures
Kingsmil Bread which is available in white or brown bread, sliced or unsliced,
regular or sandwich varieties with extra slices to feed just a few more people.
Location: Ruiru.
Contact: 0733 614
530.
9. Fayaz Bakers Limited
The company is in
the core business of manufacturing/baking bread and confectionery items. They
manufacture over 100 different types of cakes, biscuits, pastries and lollies.
Location: Mombasa.
Contacts: 0721 182
880, 0723 596 819.
Email:
info@fayazbakers.com.
10. Elliots Bread Limited
This is an
award-winning company behind the popular Elliots Bread that has dominated the
Kenyan market for years. The bread is available in different flavors and sizes.
Contact: 020 653
2701.
11. Alicia Bakers & Confectioners Ltd
It is an established
bread-making company that produces a well-known range of high-quality wheat
products under the famous Lakeland brand.
Location: Bondo.
Contact: 0715 061
592.
Email:
info@lakelandloaf.com.
11. Sunblest Bakery
Location: Makasembo
Road, Karume Road, Kisumu
Contact:057 2024220