EGYPTIAN POTENTIAL EXPORTS AND

TAREGT MARKETS OVERVIEW

PRODUCT CATEGORY: PASTA

HS CODE: 190219

TARGET MARKETS:
KENYA

DEVELOPED BY:
EXPORT DEVELOPMENT AUTHORITY (EDA)
TABLE OF CONTENT:
INTRODUCTION ABOUT PASTA
SECTION (1): WORLD TRADE STATISTICS FOR PASTA (HS CODE: 190219)
- Exports and Imports Values
- List of Exporting Countries
- List of Importing Countries
SECTION (2): EGYPT’S INTERNATIONAL TRADE STATISTICS FOR PASTA (HS CODE: 190219)
- Exports Values
- List of Importing Countries
SECTION (3): EXPORT POTENTIALS AND TARGET MARKETS FOR PASTA (HS CODE: 190219)
- Methodology
- Potential Markets
SECTION (4): KENYA COUNTRY PROFILE
- Country Overview
- Economic Indicators
- Import Requirements and Documentation
- Ranking on Doing Business Report
- Trade Statistics (World and Egypt)
- List of Importing Countries to Kenya from Pasta
- Imported Quantity and Unit Value
- Competitiveness of Supplying Markets
- Pasta Market Features in Kenya
- Pasta Sales in Kenya By Category
- Distribution Channels for Pasta in Kenya
- Pasta Companies & Brands Share in Kenya
- Tariffs
- Importing Companies

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INTRODUCTION ABOUT PASTA

Pasta is a staple food of traditional Italian cuisine, with the first reference dating to 1154 in Sicily. Also,
commonly used to refer to the variety dishes made with it, pasta is typically made from an unleavened
dough of a durum wheat flour mixed with water or eggs, and formed into sheets or various shapes, then
cooked by boiling or baking. Some pastas can be made using rice flour in place of wheat flour to yield a
different taste and texture, or for those who need to avoid products containing gluten.

Pastas may be divided into two broad categories: dried (pasta secca) and fresh (pasta fresca). Most dried
pasta is produced commercially via an extrusion process, although it can be produced in the home.
Fresh pasta is traditionally produced by hand, sometimes with the aid of simple machines. Fresh pastas
available in grocery stores are produced commercially by large-scale machines.

Both dried and fresh pastas come in a number of shapes and varieties, with 310 specific forms known
by over 1300 documented names. In Italy, the names of specific pasta shapes or types often vary by
locale. For example, the pasta form cavatelli is known by 28 different names depending upon the town
and region. Common forms of pasta include long and short shapes, tubes, flat shapes or sheets,
miniature shapes for soup, those meant to be filled or stuffed, and specialty or decorative shapes.

EGYPT IS RANKED NO. 10 AMONG WORLD EXPORTERS FOR PASTA WITH VALUE OF
USD 65 MILLION IN 2017.

SECTION (1): WORLD TRADE STATISTICS FOR PASTA

WORLD EXPORTS OF PASTA (HS CODE: 190219)

(USD MILLION)

4400.0
4300.0
4200.0 4284.8 4285.8
4100.0
4000.0 4057.8
3900.0
3930.4
3800.0
3841.5
3700.0
3600.0
2013 2014 2015 2016 2017

Source: ITC – Trade Map – Accessed in 4/10/2018

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 WORLD IMPORTS OF PASTA (HS CODE: 190219)
(USD MILLION)
4400.0

4300.0
4319.6
4200.0

4100.0 4159.1
4130.9
4000.0
4029.3
3900.0 3957.1
3800.0

3700.0
2013 2014 2015 2016 2017

Source: ITC – Trade Map – Accessed in 4/10/2018

LIST OF EXPORTING COUNTRIES:

TOP EXPORTING COUNTRIES OF PASTA (HS CODE: 190219)

(USD MILLION)
EXPORTERS 2015 2016 2017
WORLD 3930.4 3841.5 4057.8
ITALY 1859.8 1781.8 1785.1
TURKEY 401.7 403.8 468.6
MEXICO 59.3 61.7 175.0
THAILAND 117.3 127.9 134.6
UNITED STATES OF AMERICA 168.7 132.7 120.5
BELGIUM 69.7 72.0 89.1
SPAIN 79.0 77.7 81.6
CANADA 138.8 100.4 74.7
SAUDI ARABIA 56.6 61.8 66.3
EGYPT 65.4 49.3 65.0
Source: ITC- Trade Map - Accessed in 4/10/2018
World exports from Pasta was adjusted to be USD 4057.8 Million in 2017 with growth rate that
increased with 5.6% compared to exports value in 2016. Italy is the largest exporter by value 1785.1
million US dollars in 2017.

EGYPT WAS RANKED TO BE THE 10th LARGEST WORLDWIDE EXPORTING COUNTRY WITH A VALUE
OF USD 65 MILLION IN 2017.

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LIST OF IMPORTING COUNTRIES:

TOP IMPORTING COUNTRIES OF PASTA (HS CODE: 190219)

(USD MILLION)
IMPORTERS 2015 2016 2017

WORLD 4029.3 3957.1 4131

UNITED STATES OF AMERICA 642.5 607.0 574.7
GERMANY 369.3 342.9 328.4
FRANCE 304.3 281.3 290.1
JAPAN 244.3 251.7 249.4
VENEZUELA 5.5 27.8 148.3
CANADA 166.2 147.3 145.5
KOREA, REPUBLIC OF 119.3 124.2 129.0
UNITED KINGDOM 155.0 120.2 114.3
NETHERLANDS 92.9 93.7 97.2
HONG KONG, CHINA 97.9 94.5 84.3

Source: ITC- Trade Map - Accessed in 4/10/2018

World imports increased in 2017 to reach USD 4131 million with a positive change of 4.4% compared
to 2016 imports. USA is the largest importer by value 574.7 million US dollars in 2017.

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SECTION (2): EGYPT’S TRADE STATISTICS FOR PASTA (HS CODE: 190219)

EGYPTIAN EXPORTS OF PASTA PRODUCT CATEGORY (HS CODE: 190219)

(USD MILLIONS)

70.0

60.0 65.4 65.0

50.0
51.8
49.3
40.0
43.7
30.0

20.0

10.0

0.0
2013 2014 2015 2016 2017

Source: ITC- Trade Map - Accessed in 4/10/2018

EGYPT REALIZED AN EXTENSIVE POSITIVE TRADE BALANCE FOR PRODUCT PASTA (HS CODE 190219)
DURING 2013-2017

EGYPTIAN EXPORTS OF PASTA (HS CODE: 190219) BY IMPORTING COUNTRIES

(USD MILLION)
IMPORTERS 2015 2016 2017
WORLD 65.4 49.3 65.0
ERITREA 11.7 11.4 16.2
KENYA 8.7 5.2 11.6
YEMEN 4.4 3.5 4.3
SOMALIA 2.3 2.1 4.0
ZIMBABWE 4.2 9.0 3.9
MEXICO 0.0 0.0 3.1
COLOMBIA 0.0 0.0 2.3
UGANDA 0.7 0.9 2.0
ANGOLA 1.6 0.9 2.0
BENIN 6.0 0.9 1.3

Source: ITC- Trade Map - Accessed in 4/10/2018

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SECTION (3): EXPORTS POTENTIAL AND TARGET MARKETS FOR PASTA (HS CODE: 190219)

METHODOLOGY:
EXPORT POTENTIAL MAP:
Export Potential map is a strategic tool used by International Trade Centre (ITC) to identify market
opportunities and investment resources where they will have the greatest return in the long run. Market
potential analysis is not used for short-term forecasting, but can help to target markets with high growth
potential in the future. Market potential analysis enables governaments and companies to:
 Categorize countries as lead markets, break-out markets or emerging markets.
 Quantify market potential for a given product by country, region or globally, now and in the future.
 Identify growth drivers and barriers in those markets.
 Understand how to exploit growth markets by tailoring marketing, product development and
production strategies to meet customer demands and overcome market barriers.

POTENTIAL MARKETS FOR EGYPTIAN EXPORTS FROM PASTA PRODUCT CATEGORY

(HS CODE: 190219)

Source: ITC - Export Potential Map - Accessed in 4/10/2018

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SECTION (4): TARGET MARKET PROFILE – KENYA

COUNTRY OVERVIEW
Country: KENYA (Republic of Kenya)
Capital: Nairobi
Total Area: 580,367 km2
Location: Eastern Africa, bordering the Indian Ocean, between Somalia and Tanzania
Chief of State: President Uhuru KENYATTA
Prime Minister: President Uhuru KENYATTA
Administrative divisions: 47 counties
Official Languages: English (official), Kiswahili (official), numerous indigenous languages
Population: 47Million
Population Growth Rate: 1.69% (2017 est.)
Poverty Rate: 43.4%
Age Structure:
- 0-14 years: 40.02% (male 9,557,274/female 9,497,870)

- 15-24 years: 19.15% (male 4,552,448/female 4,567,894)

- 25-54 years: 33.91% (male 8,170,264/female 7,976,751)

- 55-64 years: 3.92% (male 856,092/female 1,009,075)

- 65 years and over: 3% (male 614,751/female 813,320)

Currency: Kenyan shillings (KES)

Exchange Rate: 1 USD = 10 Kenyan shillings
Source: CIA World Fact Book – KENYA

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ECONOMIC INDICATORS:
INDICATORS 2010 2017
GNI PER CAPITA, PPP (CURRENT INTERNATIONAL $) 2,420 3,250
GDP (CURRENT US$) (BILLIONS) 40.00 74.9
GDP GROWTH (ANNUAL %) 8.4 4.9
INFLATION, GDP DEFLATOR (ANNUAL %) 2.1 2.7
AGRICULTURE, VALUE ADDED (% OF GDP) 25 32
INDUSTRY, VALUE ADDED (% OF GDP) 19 17
EXPORTS OF GOODS AND SERVICES (% OF GDP) 21 14
IMPORTS OF GOODS AND SERVICES (% OF GDP) 34 25
FOREIGN DIRECT INVESTMENT, NET INFLOWS (BOP, CURRENT US$) (MILLIONS) 178 671
Source: World Bank

IMPORT REQUIREMENTS AND DOCUMENTATION

To import any commodity into Kenya, an importer will have to enlist the services of a clearing agent
who will process the import documentation through Kenya Customs electronically on the Simba 2005
system and clear the goods on your behalf.
An import declaration fee (IDF) of 2.25% of the CIF Value subject to a minimum of 5,000.00 Kenyan
Shillings is payable. Customs will assess duty payable depending on the value of the item(s) and the
duty rate applicable. The East African Community Common External Tariff laying out the duty rates of
imported items is available.
Kenya has a pre-shipment inspection requirement (the Pre-Shipment Verification of Conformity, or
PVoC) for exports destined for Kenya. Exports to Kenya must also obtain an additional Import
Standards Mark (ISM), which must be affixed to a list of sensitive imported products sold in Kenya.
For a small number of health, environment, and security imports, import licenses are required. Imports of
machinery and equipment classified as equity capital or loan purchases must be received prior to exchange
approval; local banks will not issue shipping guarantees for clearance of imports in the absence of such
approval. All imports procured by Kenyan-based importers must be insured with companies licensed to
conduct business in Kenya. Importation of animals, plants, and seeds are subject to quarantine regulations.

All Kenyan imports are required to have the following documents: Import Declaration Forms (IDF); a
Certificate of Conformity (CoC) from the PVoC agent for regulated products; an import standards mark
(ISM) when applicable; and valid pro forma invoices from the exporting firm.

Source: www.export.gov

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KENYA IN DOING BUSINESS REPORT 2018:

DB 2018 DISTANCE TO FRONTIER (DTF)

Source: Doing Business Report 2018

RANKING ON DOING BUSINESS TOPICS – KENYA

Source: Doing Business Report 2018

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KENYA – COUNTRY TRADE STATISTICS (2017)
TRADE STATISTICS BETWEEN KENYA AND WORLD
TOTAL IMPORTS
TOTAL EXPORTS
MAIN EXPORTING COUNTRIES TO KENYA
MAIN EXPORTS COMMODITIES
MAIN IMPORTING COUNTRIES FROM KENYA
MAIN IMPORTS COMMODITIES
TRADE STATISTICS BETWEEN KENYA AND EGYPT
KENYA EXPORTS TO EGYPT
MAIN EXPORTING PRODUCTS TO EGYPT
KENYA IMPORTS FROM EGYPT
MAIN IMPORTING PRODUCTS FROM EGYPT
TRADE BALANCE BETWEEN KENYA AND EGYPT
Source: ITC- Trade Map - Accessed in 4/10/2018
USD 16.7 Billion
USD 5.7 Billion
China 22.6%, India 9.9%, United Arab Emirates 8%, Saudi
Arabia 6.6%, Japan 4.7%.
Coffee, tea, Live trees and other plants, Mineral fuels,
Edible vegetables, Articles of apparel
Pakistan 10.8, Uganda 10.4%, America 8%, Netherlands
7.4% , United Kingdom 6.5%
Mineral fuels, mineral oils, Machinery, mechanical
appliances, Electrical machinery, Vehicles, Cereals, Iron and
steel
USD 183 Million
Coffee, tea, Paper and paperboard, Tobacco, Other
vegetable textile fibres, Edible fruit and nuts.
USD 342 Million
Sugars and sugar confectionery, Soap, organic surface-
active agents, Miscellaneous manufactured articles, Paper
and paperboard, Plastics and articles thereof.
Negative Towards Kenya With USD 159 Million (Positive
Towards Egypt With USD 159 Million).
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KENYA – PRODUCT TRADE STATISTICS
IMPORTS OF KENYA FROM PASTA PRODUCT CATEGORY (HS CODE: 190219)
BY SUPPLYING COUNTRIES
GROWTH IN GROWTH IN
VALUE IMPORTED IN SHARE IN
IMPORTED IMPORTED VALUE
EXPORTERS 2017 KENYA
VALUE BETWEEN BETWEEN 2016-
(USD THOUSAND) IMPORTS (%)
2013-2017 (%) 2017 (%)
WORLD 8536 100 15 40
EGYPT 5027 58.9 19 124
TURKEY 1748 20.5 27 -3
IRAN 573 6.7 -3 -9
ITALY 519 6.1 4 -5
OMAN 355 4.2 -3 -52
UNITED ARAB EMIRATES 251 2.9 6 1429
HONG KONG 18 0.2
THAILAND 16 0.2 1 -25
INDIA 7 0.1 -6 9
Source: ITC Trade Map - Accessed in 4/10/2018

QUANTITY IMPORTED BY KENYA FROM PASTA PRODUCT CATEGORY

(HS CODE: 190219)
EXPORTERS QUANTITY IMPORTED IN GROWTH IN IMPORTED
2017 QUANTITY BETWEEN
2013-2017 (%)
WORLD 19483 20
EGYPT 12606 27
TURKEY 4109 29
IRAN, ISLAMIC REPUBLIC OF 983 -1
ITALY 366 -6
OMAN 682 -12
UNITED ARAB EMIRATES 678 27
HONG KONG, CHINA 27
THAILAND 9 2
INDIA 8 10
Source: ITC Trade Map - Accessed in 4/10/2018

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 UNIT VALUE FOR THE IMPORTS OF KENYA
FROM PASTA PRODUCT CATEGORY (HS CODE: 190219)

Source: ITC - Trade Map - Accessed in 4/10/2018

EGYPT IS THE FIRST SUPPLIER OF THE SUBJECT PRODUCT (HS CODE: 190219) TO KENYA WITH A
VALUE OF USD 5 MILLION AND A QUANTITY OF 12606 TONS.
THE UNIT VALUE OF THE PRODUCT IMPORTED FROM EGYPT TO KENYA IS 399 US DOLLARS / TON
WHICH IS THE SECOND LEAST UNIT VALUE KENYAN TOP 10 SUPPLIERS

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COMPETITIVENESS OF SUPPLYING MARKETS:

Source: ITC – Trade Map - Accessed in 4/10/2018

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PASTA MARKET FEATURES IN KENYA:

Source: Euromonitor International

PASTA SALES IN KENYA BY CATEGORY

Source: Euromonitor International

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DISTRIBUTION CHANNELS FOR PASTA IN KENYA

Source: Euromonitor International

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PASTA COMPANIES & BRANDS SHARE IN KENYA

Source: Euromonitor International

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Source: Euromonitor International

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 AVERAGE TARIFF APPLIED BY KENYA ON IMPORTS OF PRODUCT PASTA PRODUCT CATEGORY
(HS CODE: 190219)

EXPORTERS VALUE IMPORTED IN 2017 (USD AVERAGE TARIFF (ESTIMATED)

THOUSAND) APPLIED BY KENYA (%)
EGYPT 5027 0
TURKEY 1748 25
IRAN, ISLAMIC REPUBLIC OF 573 25
ITALY 519 25
OMAN 355 25
UNITED ARAB EMIRATES 251 25
HONG KONG, CHINA 18 25
THAILAND 16 25
INDIA 7 25
Source: ITC – Trade Map – Accessed in 4/10/2018

MAIN IMPORTING COMPANIES FOR THIS PRODUCT IN KENAY:

COMPANY NAME CITY TELEPHONE

ADAMJI MULTI SUPPLIERS LIMITED Nairobi +254 732673200
+254 412220422
AFRIBRIDGE TRADE EXPORTERS LIMITED Mombasa
Fax: +254 412220512
ALLSEAS TRADING LTD Mombasa +254 41490576
ARMAAN LIMITED Nairobi +254 203870749
BAITA GENERAL SUPPLY Nairobi +254 20650487
BASMEIR COMPANY LTD Mombasa +254 11229719
BENTO TRADING COMPANY LTD Mombasa
+254 20252978
BOBRIC TRADING COMPANY LTD Nairobi Fax: +254 20252979
+254 412491130
BRANDED FINE FOODS LIMITED Mombasa Fax: +254 412491193
BROOKE BOND KENYA LTD - BROOKE BOND +254 41225205
MOMBASA LTD Nairobi Fax: +254 41222712

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SOURCES:
 ITC, Trade Map Data Accessed on 4/10/2018
 ITC, Export Potential Map Data
 World Bank Economic Indicators
 CIA World Fact Book
 Euromonitor International

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 EXPORT DEVELOPMENT AUTHORITY (EDA)
FOR MORE MARKET STUDIES AND COUNTRY PROFILES
PLEASE VISIT WWW.EXPOEGYPT.GOV.EG

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