EXPORTS

Impressive export performance in 2024 by Kenya’s tea-growing sector

By our African Marketing Confederation News Team | 2025

Country is working to further diversify its market base and has intensified efforts to tap into Asian and Middle Eastern markets.

Kenya’s tea sector, which is the country’s top foreign-exchange earner in agriculture, is showing impressive export growth, with export volumes increasing by almost 21% in the first 10 months of 2024.

Tea pickers in the Mount Kenya region. Photo: Neil Palmer, Wikimedia Commons

These figures have been released by the Tea Board of Kenya (TBK), which has attributed the growth to heightened demand in international markets and favourable climatic conditions that boosted production. 

 

The TBK reported that export volumes stood at 500.8-million kilograms, a significant jump from the 414.5 million kilograms recorded during the same period in 2023. Correspondingly, the country’s tea export earnings rose to 155 billion Kenyan shillings (approximately US$1.19-billion), up from $1.09-billion in the previous year. 

 

According to an analysis by Serrari Group, a finance education, advisory and investment business, Kenya’s primary tea export markets continue to be Pakistan, Egypt, the United Arab Emirates, Russia, and Sudan. These nations accounted for the largest share of tea imports from Kenya, underscoring their importance in driving demand. 

 

However, Kenya is also working to further diversify its market base and has intensified efforts to tap into the Asian market. 

 

“In 2024, the Kenyan government inaugurated a tea trade centre in Fujian Province, China. This strategic move aims to enhance Kenya’s presence in the Chinese market, one of the largest tea-consuming regions globally,” says Montel Kamau, a financial analyst with Serrari Group. 

 

“The government is also exploring partnerships with other Asian countries, leveraging growing middle-class populations and evolving consumer preferences for premium tea products.” 

 

In a report published on the company’s website, Kamau notes that Kenya is also shifting its focus from exporting bulk tea to value-added products, such as packaged and branded tea. This strategy aims to increase earnings and create more jobs in the processing sector. 

 

In addition, the country is working to strengthen trade partnerships and is engaging in bilateral and multilateral trade agreements to secure better market access for its tea exports.  

 

“For instance, ongoing negotiations with the Gulf Cooperation Council (GCC) could open up more opportunities in the Middle East,” the report states. 

 

Challenges to Kenya’s tea exports 

 

But there are challenges too. Climate change could be an important factor going forward. So too is political instability in important tea export markets such as Sudan and Pakistan.  

 

Competition is also on the rise. “Kenya faces increasing competition from other tea-producing countries, including Sri Lanka, India and China. These nations are aggressively marketing their tea products and diversifying into specialty and value-added tea segments,” Serrari warns. 

 

Overall, though, the future for the Kenyan tea export market looks positive. “As the global demand for high-quality tea continues to rise, Kenya has the opportunity to solidify its position as a leading tea exporter,” Kamau concludes. 

 

“By building on its successes in 2024 and implementing forward-looking strategies, the country can ensure that tea remains a cornerstone of its economic development.”

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