Kenya is a sizeable local market of over 43 million people, which is the second largest population within the East Africa Community (EAC), and growing at approximately 2.7% annually. The rising trend towards urbanization contributes to an increase in consumer demand for high value goods.

Within the EAC, an estimated population of 140 million people across 5 states backed by a Customs Union and a Common Market Protocol. Common Market for Eastern and Southern Africa (COMESA) comprises pf 20 member states with a population of over 440 million. Tripartite Free Trade Area (FTA) between EAC, COMESA, and Southern African Development Community (SADC) has been signed and offers a market of 600 million people. African Growth and Opportunity Act (AGOA), Economic Partnership Agreement (EPA), Generalized System of Preferences (GSP) provide access to the US, European and other developed world markets. Bilateral Investment Agreements (BITs) also facilitate trade and investment with a growing number of countries.