This discrepancy highlights a critical issue: Kenya’s tea is significantly undervalued on the global market, fetching just $2,252 per tonne, compared to $3,794 for Chinese tea and a remarkable $5,793 for Sri Lankan tea. Three major structural and strategic factors explain this paradox.
Overreliance on bulk exports
Kenya’s tea industry is heavily reliant on bulk exports, which account for 99% of its shipments. These teas are typically unbranded, unpackaged, and often used in blends overseas, sold without any Kenyan identity on the packaging. This strips the product of its origin value and branding potential. In contrast, Sri Lanka exports nearly 48% of its tea in small packaged formats (under 3 kg), allowing it to maximize unit value. Packaging and branding at origin create significantly higher value, with the International Institute for Sustainable Development (IISD) reporting that bulk tea often earns just one-sixth of its potential value compared to branded and packaged alternatives.
Limited product diversification
Kenya’s tea exports are overwhelmingly composed of black CTC (Cut-Tear-Curl) tea, which makes up 99% of its production. While popular for tea bags due to its strong flavor, CTC tea is often seen as a commodity-grade product with limited appeal in premium markets. On the other hand, countries like China have diversified their portfolios, with 88% of Chinese tea exports consisting of green tea, while Sri Lanka focuses more on orthodox teas, which command higher prices. Kenya’s production of specialty teas like green, white, oolong, or purple teas remains minimal and mostly order-based, making it non-competitive in high value segments.
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Although Kenya exports to over 70 countries, a staggering 85% of its tea goes to just 10 markets primarily Pakistan, Egypt, the UK, the UAE, and several volatile or price-sensitive nations like Yemen, Afghanistan, and Sudan. These markets predominantly demand bulk tea at lower prices, offering limited scope for high end or branded products. Meanwhile, high value markets such as Europe, North America, and East Asia are largely dominated by Sri Lanka, India, and China, whose diverse offerings better meet consumer demand for specialty and health oriented teas.
Government reforms and the path forward
In response to these challenges, the Kenyan government has launched reforms to revamp the tea sector. Key measures include: Trade missions to promote Kenyan tea and open up new international markets, tax exemptions on tea packaging materials (announced on May 6), aimed at reducing the cost of domestic packaging and encouraging value addition at the source. According to the Kenya Export Promotion and Branding Agency (KEPROBA), the focus must now shift toward building a globally recognized Kenyan tea brand, enhancing packaging and processing capacities, and diversifying tea products to appeal to premium segments worldwide.
Kenya’s tea paradox is a classic case of volume without value. By shifting from bulk to branded exports, expanding its product range beyond CTC black tea, and breaking into premium markets, Kenya has the potential to not only remain the world’s largest tea exporter but also become one of its most profitable. The ongoing reforms signal a promising step in that direction.
