In a country where traditional cooking largely relied on a handful of basic ingredients—tomatoes, onions, and salt—spices were once an afterthought in most Kenyan kitchens.
However, in recent years, a shift in consumer behaviour has turned spices into a booming business.
What was once seen as a luxury item is now a staple, with hibiscus, basil, turmeric, cinnamon, black pepper, oregano, baobab and even maca powder rapidly becoming household names.
The driving force behind this transformation is the growing demand for healthier living. As more Kenyans become health-conscious and seek alternatives to processed foods loaded with salt, sugar and fats, spices are stepping in to fill the gap.
These natural ingredients are prized not only for their ability to enhance the flavour of food but also for their well-documented health benefits.
From boosting immunity, libido to aiding digestion, herbs and spices have quickly captured the attention of a population eager to improve its well-being.
The demand for these spices is so strong that entrepreneurs have taken notice, establishing thriving businesses to meet the rising need.
Abdallah Akuku, owner of Najma Organics in Nairobi’s Pangani area, is one such entrepreneur.
Mr Akuku, who started his spice business in 2020 during the Covid-19 pandemic, initially faced challenges.
Starting with a capital of Sh400,000 that he had saved,
Mr Akuku was initially unsure of how well his spices would be received in the Kenyan market.
“When I started, I was a bit hesitant because I thought Kenyans weren’t familiar with herbs or spices. But over time, awareness grew, and people became more health-conscious. My customer base began to grow.”
His business now sources spices both locally and internationally.
“I either source them locally or abroad, for instance, West Africa, parts of East Africa like Tanzania, and India,” Mr Akuku says.
Mr Akuku’s business has expanded rapidly. With offerings ranging from turmeric to speciality blends like Mia Spice Mix (a healthier alternative to mass-produced spices with preservatives), Mr Akuku has tapped into a new market of consumers eager to experiment with flavours and explore the health benefits of spices.
Abdallah Akuku founder of Najma Organics weighs sipces during an interview at his shop in Pangani Nairobi on March 6, 2025.
Photo credit: Wilfred Nyangaresi | Nation Media Group
His products are not only popular with home cooks but also with local chefs and restaurants looking to diversify their menus.
“We’ve seen an increase in demand because more people are becoming aware of the health benefits of spices,” says Mr Akuku. “Turmeric is everywhere now. It’s no longer just for curries—it’s in smoothies, teas and even skincare products,” he says.
Those who come to his shop he says spend as little as Sh50.
“Others spend as high as Sh20,000."
Mr Akuku notes several factors behind the market’s current strength.
“We think the pandemic accelerated the trend of people becoming more sophisticated in the kitchen,” he explains.
“And you see younger generations getting into heat and flavour explorations and well-travelled Kenyans with changing palates and want to eat food similar to what they ate abroad. We see it globally as cultures and cuisines come together.”
Another seller
This growing awareness is mirrored by Calvin Ngao, co-founder of Ngao Foods in Nairobi’s Eastleigh area, who has seen a similar surge in spice consumption.
Mr Ngao, who took over his family’s spice business in 2010, reports a shift in consumer behaviour.
“A few years ago, it was mostly foreigners or Muslims buying our spices. Now, locals are increasingly interested in using spices in their cooking,” he says.
Mr Ngao’s shop stocks over 90 varieties of spices, including fresh herbs like basil, thyme, and rosemary, which are in high demand.
He has also seen a rise in sales of organic herbs as well, a trend he attributes to consumers becoming more eco-conscious and health-aware.
His spices come from Tanzania, Pakistan, India, Morocco and locally when available.
One of the most significant factors driving this spice revolution is the influence of social media.
Platforms like TikTok and Instagram have allowed spice trends to go viral, with recipes and health tips spreading globally in an instant.
As Kenyans become more familiar with international cuisines and cooking techniques, they are eager to incorporate new flavours into their meals. Social media not only exposes consumers to exotic spices like Jamaican berries or jalapenos but also educates them about the nutritional and medicinal benefits of these ingredients.
Customers purchase spices at the Ngao Foods shop in Eastleigh Nairobi on March 6, 2025.
Photo credit: Wilfred Nyangaresi | Nation Media Group
“For the younger generation, social media has been a game-changer,” adds Mr Akuku.
“Recipes and spice trends spread so quickly. People are curious about the health benefits of spices, and they’re more willing to try them out.”
Despite the challenges that come with sourcing and storing spices—many of which are seasonal or need to be imported—Mr Akuku and Mr Ngao both see a bright future ahead for the spice industry in Kenya.
With increased awareness about the health benefits of spices and the growing demand for organic, fresh, and locally sourced products, both entrepreneurs believe the market will continue to expand.
Challenges
“We’re at the start of a new wave,” Mr Akuku says. “In five years, every Kenyan household will be using spices beyond just tomatoes and Royco. The knowledge of spices is growing, and it’s here to stay.”
Mr Ngao agrees, adding that as more Kenyans embrace healthy, natural ingredients in their cooking, spices will become a staple in every home. “We’ve already seen a change,” he says.
“As people learn more about spices, the demand will only increase. The future of spices in Kenya looks very promising.”
In terms of revenue, Mr Ngao estimates that on a bad month, his business makes roughly Sh500,000, but it can go higher depending on demand.
“On a daily basis, we can make between Sh50,000 and Sh70,000 in sales. It really depends on the market,” he explains.
But the business is not without challenges. Sourcing is a key hurdle.
“Some spices are seasonal, which creates setbacks because I have to wait for the right season to get them,” Mr Akuku explains. “Storage is also a challenge, as it’s tricky to maintain the essence of the spices without them losing quality.”
Delays in receiving internationally sourced spices can also be frustrating.
“Sometimes an order from India takes 40 days to arrive, and we have to wait,” Mr Akuku who grew up with spices says, adding “Spices, for me, are more cultural and religious. They’re found in the Qur’an, in the Sunnah. As a Muslim, I grew up with spices like fenugreek, chillies, tamarind, and others. It’s an extension of our culture.”
Transport costs are another challenge. For Mr Ngao, he prefers using sea transport due to its affordability, and thanks to brokers, the process is made quicker and cheaper.
“When I take orders from abroad, I use sea. With the help of brokers, they make the process fast and affordable, and the products reach me in about a month.”
Another challenge is educating consumers unfamiliar with herbs and spices.
“Some people think we’re just dealing with plants collected from the forest. It takes time to convince them of the health benefits,” he adds.
