Kenya : Canned Fish Market Market overview Marine fisheries Kenya is categorized into two sub sectors the coastal artisanal fishery also known as manual fishery and an Exclusive Economic Zone (EEZ) fishery. Artisanal fishers are characterized by small vessels driven by wind sails while the EEZ is characterized by Distant Water Fishing Nations (DWFNs) who use modern fishing vessels (purse seining, long-lining). The foreigners are licensed to fish in the Kenyan EEZ. The main species hunted by Distant Water Fishing Nations are the highly migratory tunas including skipjack, yellow fin and bigeye tuna. Lake Victoria produces the bulk (over 90 percent) of fish in Kenya. The dominant fish species is Nile Perch which forms about 50 percent of the total catch by weight. This species is used for filleting in fish processing factories. The fisheries products consumed in Kenya consist of dried omena, fresh sun-dried tilapia and by-products of Nile perch (artisanal processed). Generally, Kenya's capacity to process canned fish for the local and export market is under exploited. The country imports canned fish products such as tuna, Sardines and mackerels from the European Union and Asia. Also, the country is currently inviting processors to establish a modern factory. Domestic production There are about 25 fish processing factories in the country with a total processing capacity of 25,000 tons of raw fish per year and total production of 13,500 tons per year. These companies deal in different fish species including Nile Perch, prawns, lobsters, octopus, cuttlefish and squids. Some of the large processors include Kenya Cold Storage, Samaki Industries Ltd, Prisco/Midas, Wanainchi Marine Products, Victoria Nile Perch, Trans Africa fisheries ltd, East African sea food, Sea Harvest, Crustacean processors ltd, etc. Individual factory capacity varies from 200 Metric Tonnes to 4,800 Metric Tonnes 1
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Kenya : Canned Fish Market
Market overviewMarine fisheries Kenya is categorized into two sub sectors the coastal artisanal fishery also known as manual fishery and an Exclusive Economic Zone (EEZ) fishery. Artisanal fishers are characterized by small vessels driven by wind sails while the EEZ is characterized by Distant Water Fishing Nations (DWFNs) who use modern fishing vessels (purse seining, long-lining). The foreigners are licensed to fish in the Kenyan EEZ. The main species hunted by Distant Water Fishing Nations are the highly migratory tunas including skipjack, yellow fin and bigeye tuna. Lake Victoria produces the bulk (over 90 percent) of fish in Kenya. The dominant fish species is Nile Perch which forms about 50 percent of the total catch by weight. This species is used for filleting in fish processing factories. The fisheries products consumed in Kenya consist of dried omena, fresh sun-dried tilapia and by-products of Nile perch (artisanal processed). Generally, Kenya's capacity to process canned fish for the local and export market is under exploited. The country imports canned fish products such as tuna, Sardines and mackerels from the European Union and Asia. Also, the country is currently inviting processors to establish a modern factory.
Domestic productionThere are about 25 fish processing factories in the country with a total processing capacity of 25,000 tons of raw fish per year and total production of 13,500 tons per year. These companies deal in different fish species including Nile Perch, prawns, lobsters, octopus, cuttlefish and squids. Some of the large processors include Kenya Cold Storage, Samaki Industries Ltd, Prisco/Midas, Wanainchi Marine Products, Victoria Nile Perch, Trans Africa fisheries ltd, East African sea food, Sea Harvest, Crustacean processors ltd, etc. Individual factory capacity varies from 200 Metric Tonnes to 4,800 Metric Tonnes per day. The fish is caught in Lake Victoria and transported to these factories for filleting. Kenya has only one major tuna factory called Wanainchi Marine Products Ltd which undertakes processing of cooked frozen tuna loins on behalf of European fishing vessels. The company receives over about 10,000 Metric Tonnes annually from off-shore foreign fishers along the Kenyan coastal line. Tuna Species caught within the coastal regions include 5 species of tuna namely skipjack tuna, yellow fin tuna, bigeye tuna, albacore tuna and the southern Bluefin tuna. According to findings by a recent marine fish subsector study (2007), Wanainchi Marine Products requires even more raw Tuna and is willing to provide market outlet for
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the artisanal fishers for an amount equivalent to 36,000 Metric Tonnes per year to be able to process more for the European market.
Export market productionThe Nile Perch accounts for 84% of the total fish exports followed by the tuna accounting for 13% while the other species account for 3%. It is important to note that despite the fact that Kenya exports 13% of Tuna species, this is done by Wanainchi Marine Products Ltd on behalf of European vessels. The company’s interest is in the export market and does not focus so much on supplying processed Tuna to the local market. The catching and processing of Nile Perch in Kenya has grown from a local activity into a major export industry Kenya mainly exports Nile Perch to the European Union, Far East and Israel. The tuna loins exported from Kenya are not fully processed. The EU (Netherlands, Belgium, Germany, Portugal, Italy, France and Spain) account for about 62% of all fish exported from Kenya. New markets have emerged, among them Israel, the Far East, North America, the Middle East, and other African countries. Israel became the most prominent single importer of Kenya’s fish, a position it has retained to date.
OpportunitiesCanned fish product is still for the high end market and high middle class income earners. Kenya is a developing country thus most of its population ranges from low class to lower middle class social groups. Therefore, most people prefer to buy whole fish in the market as it is much cheaper and readily available.
There is also a potential market in big hotels and restaurants who used canned fish and fish products to prepare various kinds of foods on their menus.
Distribution channelMost of the canned fish sold in the Kenya is handled by importers and distributor/brokers for sale to the consumer via multiple outlets such as supermarkets and food stores .The distribution of canned fish in Kenya can basically be done through linking up with direct importers and conduct business to business trade.
Thailand interested parties may also form links with local Kenyan agents through whom they can sell their products. In this case the agents act as intermediaries/distributors on behalf of the exporter.
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Import statistics of Canned Tuna: Product HS Code:160414
Exporters Imported value 2010 (USD)
Imported value in 2011 (USD)
World 437,000 248,000
Thailand 309,000 161,000
Indonesia 50,000 68,000
United Kingdom 46,000 8,000
Italy 14,000 7,000
China 6,000 3,000
Import statistics of Sardines- Preserved or frozen HS Code: 160413
Exporters Imported value in 2010(USD)
Imported value in 2011(USD)
World 63,000 57,000
Thailand 19,000 34,000
Algeria 0 12,000
China 0 10,000
United Kingdom 10,000 1,000
Distribution channels for exporters of canned Fish to KenyaDirect business to business importation: Using direct importing companies is a good distribution channel as these companies that deal with importing often have strong relationships with their buyers and have extensive and up-to-date knowledge of the quality demands and market trends.
Agents are also a practical channel as they act as intermediaries between the exporter and the Kenyan market. The agents then work on a commission basis.
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Sample of canned fish sold in the Kenyan market
BRAND Price (ksh)
Quantity Manufacturer
Kareena Sardines in tomato sauce
95 125gms Thailand
King Bell Pilchards in sunflower oil
190 425gms Thailand
Crown Tuna Chunk in Brine 175 185 gms United States
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Tropical Jaan tuna in sunflower oil
180 200gms Thailand
Nautilus Seafood tuna in mixed spices
550 200gms Hong KongProduced by: Wanainchi marine products ltd. P. O. Box 81831, Mombasa, Kenya. Packed for : Rubeco International Ltd. Hong Kong [email protected]
Heinz Tuna flakes in Brine
190 185gms Europe-United Kingdom
John west Sardines in tomato sauce
195 120gms Europe- United Kingdom
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Royal Umbrella Tuna chunks in vegetable oil
275 185gms Thailand
TarrifAll fish products attract a 25% tariff per kg of goods plus 16% vat
Rule and regulationAll fish products are subject to the Pre-Export Verification of Conformity (PvoC) to Standards Programme test for exports to Kenya and should be accompanied with a Certificate of Conformity (CoC).
Conclusion and recommendationKenya does not have the capacity to process canned fish. The only company that a process Tuna loins targets the export market therefore there is no local supplier of canned fish. All canned fish brands in the Kenyan market are imported as seen from the import statistics provided. The market for Tuna is quite favourable because more and more people are consuming the product in urban areas unlike the scenario of Mackerel fish products and sardines. It would be advisable for Thailand exporters to concentrate on the Tuna market. The target market will be from the middle upper class to the high class.
Food ImportersKenyaCompany Products Contacts Postal address
Abdulgani Trading Co Ltd
Trading company dealing with consumer products and FCMG products,
Norwegian smoked and fresh salmon, a wide range of marine and lake products, frozen breaded products, ready to cook meals and quick snacks including; Sausages, Burgers, Kebabs, Meat Balls,
Importing, Manufacturing & Distribution Company; Brand owners of ‘DAWAAT’ Rice, ‘NUVITA’ Biscuits, Exclusive Distributor of ‘DABUR’ India range of Haircare, Personal care & Oral care products in Kenya, Uganda & Rwanda.
The largest channel partner of Menengai Oil Refineries Ltd.