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Report
Alcoholic Drinks in Kenya
Market Direction I 2024-06-25 I 64 Pages I Euromonitor
Alcoholic drinks in Kenya is undergoing dynamic shifts, with spirits gaining popularity over beer in the current inflationary climate. Spirits, with their high alcoholic content, have set themselves apart in the market, offering consumers a cost-effective option for their alcohol preferences in the wake of inflation. On the flipside, the beer category is grappling with challenges, marked by poor performance primarily attributed to its comparatively higher pricing. This aspect has put pressure on...
Euromonitor International's Alcoholic Drinks in Kenya report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2019-2023), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Alcoholic Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Alcoholic Drinks in Kenya
Euromonitor International
June 2024
List Of Contents And Tables
ALCOHOLIC DRINKS IN KENYA
EXECUTIVE SUMMARY
Alcoholic drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving.
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2023
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Kenya Breweries launches 'Tusker Ndimu' and 'Pilsner Mfalme'.
Bila Shaka enters craft beer market with the launch of Capitan Lager
KBL Launches a New Smirnoff Variant 'Pineapple Punch'
KWAL rebrands Kibao Vodka as it targets a new generation of customers
Outlook
MARKET INDICATORS
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023
MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 2 Research Sources
WINE IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Italian producers target Kenya's emerging taste for wine
French wine producers pinpoint Kenya's burgeoning wine category
Local producers face stiff competition amid rising demand for wine
PROSPECTS AND OPPORTUNITIES
Improving lifestyles continue to drive sales growth in wine
Heavy taxation to push up prices
On-trade expansion to foster wine appreciation and knowledge
CATEGORY DATA
Table 17 Sales of Wine by Category: Total Volume 2018-2023
Table 18 Sales of Wine by Category: Total Value 2018-2023
Table 19 Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 20 Sales of Wine by Category: % Total Value Growth 2018-2023
Table 21 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023
Table 22 Sales of Wine by Off-trade vs On-trade: Value 2018-2023
Table 23 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 24 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023
Table 25 Forecast Sales of Wine by Category: Total Volume 2023-2028
Table 26 Forecast Sales of Wine by Category: Total Value 2023-2028
Table 27 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028
Table 28 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028
SPIRITS IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Spirits grows by targeting younger adult generations
Kenya Wine Agencies launch new Smirnoff variant 'Pineapple Punch'
Brands leverage celebrities and social media influencers to connect with younger generations
PROSPECTS AND OPPORTUNITIES
High prices to push consumers towards cheaper/ counterfeit brands
Women poised to drive category with strong preference for gin
Increasing demand for premium alcohol due to lower spending power
CATEGORY DATA
Table 29 Sales of Spirits by Category: Total Volume 2018-2023
Table 30 Sales of Spirits by Category: Total Value 2018-2023
Table 31 Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 32 Sales of Spirits by Category: % Total Value Growth 2018-2023
Table 33 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023
Table 34 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023
Table 35 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 36 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023
Table 37 GBO Company Shares of Spirits: % Total Volume 2019-2023
Table 38 NBO Company Shares of Spirits: % Total Volume 2019-2023
Table 39 LBN Brand Shares of Spirits: % Total Volume 2019-2023
Table 40 Forecast Sales of Spirits by Category: Total Volume 2023-2028
Table 41 Forecast Sales of Spirits by Category: Total Value 2023-2028
Table 42 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028
Table 43 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028
CIDER/PERRY IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Female and younger adult population drives growth
Health-conscious consumers to provide sales boost
Brands target consumers through brand ambassadors
PROSPECTS AND OPPORTUNITIES
Kenya's rapidly growing food and beverage industry to boost sales of cider/perry
Innovations using local flavours set to appeal to consumers
Kenya Originals cider faces challenges over toxicity claims
CATEGORY DATA
Table 44 Sales of Cider/Perry: Total Volume 2018-2023
Table 45 Sales of Cider/Perry: Total Value 2018-2023
Table 46 Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 47 Sales of Cider/Perry: % Total Value Growth 2018-2023
Table 48 Sales of Cider/Perry: Total Volume 2019-2023
Table 49 Sales of Cider/Perry: Total Value 2019-2023
Table 50 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2018-2023
Table 51 Sales of Cider/Perry by Off-trade vs On-trade: Value 2018-2023
Table 52 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 53 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2018-2023
Table 54 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2023
Table 55 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2023
Table 56 GBO Company Shares of Cider/Perry: % Total Volume 2019-2023
Table 57 NBO Company Shares of Cider/Perry: % Total Volume 2019-2023
Table 58 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2023
Table 59 Forecast Sales of Cider/Perry: Total Volume 2023-2028
Table 60 Forecast Sales of Cider/Perry: Total Value 2023-2028
Table 61 Forecast Sales of Cider/Perry: % Total Volume Growth 2023-2028
Table 62 Forecast Sales of Cider/Perry: % Total Value Growth 2023-2028
RTDS IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising preference for RTDs among young adults
Spirit-based RTDs gain popularity among women
Supermarkets, small retailers and e-commerce are key channels for RTDs
PROSPECTS AND OPPORTUNITIES
Category to weather the effects of inflation in the forecast period
Consumers drive demand for lower-calorie and functional beverages due to health awareness
Rising disposable incomes to drive growth of RTDs
CATEGORY DATA
Table 79 Sales of RTDs by Category: Total Volume 2018-2023
Table 80 Sales of RTDs by Category: Total Value 2018-2023
Table 81 Sales of RTDs by Category: % Total Volume Growth 2018-2023
Table 82 Sales of RTDs by Category: % Total Value Growth 2018-2023
Table 83 Sales of RTDs by Off-trade vs On-trade: Volume 2018-2023
Table 84 Sales of RTDs by Off-trade vs On-trade: Value 2018-2023
Table 85 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 86 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2018-2023
Table 87 GBO Company Shares of RTDs: % Total Volume 2019-2023
Table 88 NBO Company Shares of RTDs: % Total Volume 2019-2023
Table 89 LBN Brand Shares of RTDs: % Total Volume 2019-2023
Table 90 Forecast Sales of RTDs by Category: Total Volume 2023-2028
Table 91 Forecast Sales of RTDs by Category: Total Value 2023-2028
Table 92 Forecast Sales of RTDs by Category: % Total Volume Growth 2023-2028
Table 93 Forecast Sales of RTDs by Category: % Total Value Growth 2023-2028
BEER IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Shift to cheaper alternatives as consumers face budgetary pressures
Major players push into craft beers to meet growing demand
Flavoured beers tap into needs of young adults
PROSPECTS AND OPPORTUNITIES
Lower demand for canned beers due to affordability challenges
Urbanisation and changing lifestyles to boost future growth
Consumer focus on health will spur new product developments
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2023
Table 63 Number of Breweries 2018-2023
CATEGORY DATA
Table 64 Sales of Beer by Category: Total Volume 2018-2023
Table 65 Sales of Beer by Category: Total Value 2018-2023
Table 66 Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 67 Sales of Beer by Category: % Total Value Growth 2018-2023
Table 68 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023
Table 69 Sales of Beer by Off-trade vs On-trade: Value 2018-2023
Table 70 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 71 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023
Table 72 GBO Company Shares of Beer: % Total Volume 2019-2023
Table 73 NBO Company Shares of Beer: % Total Volume 2019-2023
Table 74 LBN Brand Shares of Beer: % Total Volume 2019-2023
Table 75 Forecast Sales of Beer by Category: Total Volume 2023-2028
Table 76 Forecast Sales of Beer by Category: Total Value 2023-2028
Table 77 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028
Table 78 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028
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