Leveraging urban consumer perceptions to strengthen marketing for baobab, coconut, and tamarind in Mombasa, Kenya

Tree-based forest and agroforestry products (TFAPs) are essential for food security, climate resilience and rural livelihoods in Africa, yet knowledge regarding their consumption in rapidly growing urban centres remains limited. This study investigates the uses, practices, and perceptions of baobab, coconut, and tamarind products among households, restaurants, and traders in Mombasa, Kenya. Using a mixed-methods approach grounded in consumer theory, social practice theory, and the 5P marketing framework, the research identifies distinct roles for each species. Findings reveal that coconut serves as a culinary staple, tamarind as a versatile flavouring and beverage ingredient, and baobab primarily as a snack for children. Principal Component Analysis (PCA) identified four key components shaping consumer evaluations: Cultural and Environmental Identity, Health and Wellbeing, Family and Sensory Enjoyment, and Preparation Effort and Utility. While coconut and tamarind are deeply embedded in daily routines due to perceived health benefits and culinary versatility, baobab products consumption remains episodic. The study identifies opportunities to strengthen the value chain through improved quality management in packaging, hygiene, and ready-to-use products, better aligning with urban consumer needs while supporting small-scale branding and promotion.