By Ivyn Kipruto
New evidence presented at a high-level stakeholder meeting in Nairobi has revealed widespread and aggressive marketing of unhealthy foods across Kenya, raising urgent concerns about its role in the country’s rising burden of obesity and non-communicable diseases (NCDs).
The findings shared at an engagement forum convened by the African Population and Health Research Center (APHRC) show a pervasive promotion of products high in sugar, salt, and saturated fat across schools, broadcast media, retail outlets, and social platforms.
According to the data, 48 percent of food marketing in schools promotes unhealthy items such as carbonated drinks, chocolates, candies, pies, and pasta.
Alarmingly, the practice is most prevalent in rural Baringo County, exceeding levels found in major cities like Nairobi and Mombasa.
Public health specialists warn that this early exposure is shaping children’s taste preferences long before they become adults.
Member of Parliament Bernard Kitur issued a stark warning, saying unhealthy diets may be accelerating lifestyle-related diseases among youth.
“At just 30 years old, our youth are already battling diabetes, obesity and even cancer. Their bodies are ageing faster than their actual age,” he said, cautioning that poor dietary habits could be cutting national life expectancy.
TV and Radio Airwaves Flooded with Junk Food Ads
Television remains the most saturated advertising space 80 percent of food-related adverts promote unhealthy products.
The number of ads spikes dramatically during peak viewing hours, rising from 20 per hour off-peak to 120 adverts per hour between 5:00 PM and 9:00 PM, when children and families are most likely watching.
Radio shows a similar trend 53 percent of food adverts promote unhealthy products Ads increase from 4 per hour off-peak to 18 per hour during peak time (2:00 PM–6:00 PM), aligning with school commuting hours.
Retail and social media Marketing Also Skewed Toward Unhealthy Foods
In retail spaces, 60 percent of marketed foods are unhealthy, with Mombasa recording the highest exposure at 90 percent, followed by Nairobi and Baringo.
On social media which is a primary space for young users the situation worsens as 88 percent of food posts rated “not permitted for promotion” under the Kenya Nutrient Profile Model are actively being pushed to the public with 60 percent of these target children under 13 and 66 percent target teenagers.
APHRC data shows that two in five Kenyans consume unhealthy diets, contributing to soaring overweight and obesity rates.
Among women, overweight and obesity almost doubled from 25 percent in 2008 to 49 percent in 2022, putting immense strain on an already burdened health system.
Health experts at the meeting argued that the current marketing landscape undermines national efforts to promote healthy eating and protect children, calling for Stricter advertising regulations, Clear nutrient disclosures and a unified national framework for sugar-content labeling on beverages and consumables.
They warn that without immediate action, Kenya’s NCD burden will continue to escalate.
