When you think of Kenya, you may think of iconic wildlife such as giraffes, rhinos, and lions framed by the Nairobi skyline, but this East African country also has a wide range of dogs, cats, and other companion animals. It's also my hometown. In fact, analysts at the United States Department of Agriculture's (USDA) Foreign Agricultural Service rank pet food as a top opportunity for U.S. companies looking to export products to Kenya. As in many parts of the world, dog and cat food is the core of Kenya's pet food industry.
In 2022, Kenya's dog and cat food market reached 2,568 tons. The value of pet food imported into Kenya increased from approximately US$960,000 in 2010 to US$3.7 million. Imports of dog and cat food increased at an annual rate of 6.7% from 2018 to 2011. This growth follows the growth rate of the overall pet food market. 27% from 2006 to 2010; However, the Kenyan government imposes a 35% import duty on dog and cat food. Kenya has potential as an export market for U.S. pet food manufacturers, but competition from Turkey, Germany, Belgium, South Africa and Spain may pose challenges. Nevertheless, USDA analysts believe the Kenyan pet food market has ample growth potential for US brands.
Keeping pets in Kenya
A 2022 survey of Kenyans conducted by TGM Research found that 54% of respondents own at least one pet. Cats were the most frequently owned pet in Kenya, with 68% of pet owners owning a cat. The dog chased the cat in 63% of cases. However, ownership rates for other pets were much lower. Four percent of the study participants had a pet fish, and 8 percent had a rabbit as a pet. Only 2% reported having a parrot as a pet, and 1% reported having a turtle as a pet.
The main source of pet food in Kenya was supermarkets at 42%. Among TGM Research survey respondents, 15% purchased pet food at pet specialty retailers. An additional 7% purchased pet food online. However, the most frequently used pet food was homemade, followed by the brands His Reflex and Royal Canin.
