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Alcoholic Drinks in Kenya

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    Report

  • 56 Pages
  • July 2022
  • Region: Kenya
  • Euromonitor International
  • ID: 342805
The alcoholic drinks category in Kenya made a strong recovery in retail volume sales in 2021, although overall consumption remained below pre-pandemic levels. The on-trade witnessed the strongest growth as establishments reopened after COVID-19 restrictions were eased. Consumer demand also rebounded in the off-trade following a small dip in 2020, buoyed by the return of consumer confidence as incomes improved.

The 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 (2017-2021), 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 2026 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.

Table of Contents

ALCOHOLIC DRINKS IN KENYA

EXECUTIVE SUMMARY
  • Alcoholic drinks in 2021: The big picture
  • 2021 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
  • Alcohol and Tobacco Companies concern over proposed 21% Excise Duty
  • Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2021
OPERATING ENVIRONMENT
  • Contraband/parallel trade
  • Duty free
  • Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
  • Outlook
MARKET INDICATORS
  • Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
MARKET DATA
  • Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021
  • Table 3 Sales of Alcoholic Drinks by Category: Total Value 2016-2021
  • Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021
  • Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021
  • Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021
  • Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021
  • Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021
  • Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021
  • Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021
  • Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021
  • Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
  • Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026
  • Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026
  • Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026
  • Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026
DISCLAIMER

SOURCES
  • Summary 2 Research Sources
BEER IN KENYA

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Positive recovery in 2021 as Kenyan’s preference for beer continues to drive category growth
  • Pilsner, White Cap, Tusker Malt and Tusker Lite brands suffer from pandemic squeeze on incomes
  • Canned drinks gain popularity in COVID-19 pandemic
PROSPECTS AND OPPORTUNITIES
  • Consumption of keg beer set to record stable performance post COVID-19
  • Players continue to recover from the effects of the pandemic, while EABL set to maintain lead
  • Positive recovery post-Covid-19 with the easing of restrictions and lifting of night curfew
CATEGORY BACKGROUND
  • Lager price band methodology
  • Summary 3 Lager by Price Band 2020
CATEGORY DATA
  • Table 17 Sales of Beer by Category: Total Volume 2016-2021
  • Table 18 Sales of Beer by Category: Total Value 2016-2021
  • Table 19 Sales of Beer by Category: % Total Volume Growth 2016-2021
  • Table 20 Sales of Beer by Category: % Total Value Growth 2016-2021
  • Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021
  • Table 22 Sales of Beer by Off-trade vs On-trade: Value 2016-2021
  • Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021
  • Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021
  • Table 25 GBO Company Shares of Beer: % Total Volume 2017-2021
  • Table 26 NBO Company Shares of Beer: % Total Volume 2017-2021
  • Table 27 LBN Brand Shares of Beer: % Total Volume 2018-2021
  • Table 28 Forecast Sales of Beer by Category: Total Volume 2021-2026
  • Table 29 Forecast Sales of Beer by Category: Total Value 2021-2026
  • Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026
  • Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026
WINE IN KENYA

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Wine category makes positive recovery
  • Wine tasting events helping to drive wine awareness
  • E-commerce wine sales boosted by the pandemic
PROSPECTS AND OPPORTUNITIES
  • Strong growth prospects makes wine a target for investors
  • Improving lifestyles and the rising middle-class consumer segment will drive wine consumption
  • Urbanization set to boost wine category sales
CATEGORY DATA
  • Table 32 Sales of Wine by Category: Total Volume 2016-2021
  • Table 33 Sales of Wine by Category: Total Value 2016-2021
  • Table 34 Sales of Wine by Category: % Total Volume Growth 2016-2021
  • Table 35 Sales of Wine by Category: % Total Value Growth 2016-2021
  • Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021
  • Table 37 Sales of Wine by Off-trade vs On-trade: Value 2016-2021
  • Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021
  • Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021
  • Table 40 Forecast Sales of Wine by Category: Total Volume 2021-2026
  • Table 41 Forecast Sales of Wine by Category: Total Value 2021-2026
  • Table 42 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026
  • Table 43 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
SPIRITS IN KENYA

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Gin craze explodes in Kenya as spirits witnesses strong recovery
  • Manufacturers drive development in whiskies to reach millennials
  • Cream-based liqueurs outperform despite pandemic
PROSPECTS AND OPPORTUNITIES
  • Liqueurs, whiskies and vodka to remain the best-selling spirits due to widespread appeal
  • Product innovations will be ramped up to capitalise on strong category growth
  • Packaging, taste and flavour among key drivers that will drive growth in the forecast period
CATEGORY DATA
  • Table 44 Sales of Spirits by Category: Total Volume 2016-2021
  • Table 45 Sales of Spirits by Category: Total Value 2016-2021
  • Table 46 Sales of Spirits by Category: % Total Volume Growth 2016-2021
  • Table 47 Sales of Spirits by Category: % Total Value Growth 2016-2021
  • Table 48 Sales of Spirits by Off-trade vs On-trade: Volume 2016-2021
  • Table 49 Sales of Spirits by Off-trade vs On-trade: Value 2016-2021
  • Table 50 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2016-2021
  • Table 51 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2016-2021
  • Table 52 GBO Company Shares of Spirits: % Total Volume 2017-2021
  • Table 53 NBO Company Shares of Spirits: % Total Volume 2017-2021
  • Table 54 LBN Brand Shares of Spirits: % Total Volume 2018-2021
  • Table 55 Forecast Sales of Spirits by Category: Total Volume 2021-2026
  • Table 56 Forecast Sales of Spirits by Category: Total Value 2021-2026
  • Table 57 Forecast Sales of Spirits by Category: % Total Volume Growth 2021-2026
  • Table 58 Forecast Sales of Spirits by Category: % Total Value Growth 2021-2026
CIDER/PERRY IN KENYA

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Female consumers and the middle-class driving category growth
  • Savanna Premium Dry Cider leads the category
  • Local brands target millennials with new ciders
PROSPECTS AND OPPORTUNITIES
  • Recovery in the forecast period post slow growth COVID-19
  • Brands push for visibility through event sponsorships
  • Demand for fruit ciders on the rise
CATEGORY DATA
  • Table 59 Sales of Cider/Perry: Total Volume 2016-2021
  • Table 60 Sales of Cider/Perry: Total Value 2016-2021
  • Table 61 Sales of Cider/Perry: % Total Volume Growth 2016-2021
  • Table 62 Sales of Cider/Perry: % Total Value Growth 2016-2021
  • Table 63 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2016-2021
  • Table 64 Sales of Cider/Perry by Off-trade vs On-trade: Value 2016-2021
  • Table 65 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2016-2021
  • Table 66 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2016-2021
  • Table 67 GBO Company Shares of Cider/Perry: % Total Volume 2017-2021
  • Table 68 NBO Company Shares of Cider/Perry: % Total Volume 2017-2021
  • Table 69 LBN Brand Shares of Cider/Perry: % Total Volume 2018-2021
  • Table 70 Forecast Sales of Cider/Perry: Total Volume 2021-2026
  • Table 71 Forecast Sales of Cider/Perry: Total Value 2021-2026
  • Table 72 Forecast Sales of Cider/Perry: % Total Volume Growth 2021-2026
  • Table 73 Forecast Sales of Cider/Perry: % Total Value Growth 2021-2026
RTDS IN KENYA

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Convenience continues to drive demand for RTDs
  • Spirit-based RTDs remain most popular among consumers
  • Packaging, taste and flavour key factors driving RTD growth
PROSPECTS AND OPPORTUNITIES
  • Positive recovery in 2021 following slow growth in 2020 closure of social events and gatherings
  • Manufacturers target social media marketing to push brand sales
  • Growing demand for malt-based RTDs among female consumers
CATEGORY DATA
  • Table 74 Sales of RTDs by Category: Total Volume 2016-2021
  • Table 75 Sales of RTDs by Category: Total Value 2016-2021
  • Table 76 Sales of RTDs by Category: % Total Volume Growth 2016-2021
  • Table 77 Sales of RTDs by Category: % Total Value Growth 2016-2021
  • Table 78 Sales of RTDs by Off-trade vs On-trade: Volume 2016-2021
  • Table 79 Sales of RTDs by Off-trade vs On-trade: Value 2016-2021
  • Table 80 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2016-2021
  • Table 81 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2016-2021
  • Table 82 GBO Company Shares of RTDs: % Total Volume 2017-2021
  • Table 83 NBO Company Shares of RTDs: % Total Volume 2017-2021
  • Table 84 LBN Brand Shares of RTDs: % Total Volume 2018-2021
  • Table 85 Forecast Sales of RTDs by Category: Total Volume 2021-2026
  • Table 86 Forecast Sales of RTDs by Category: Total Value 2021-2026
  • Table 87 Forecast Sales of RTDs by Category: % Total Volume Growth 2021-2026
  • Table 88 Forecast Sales of RTDs by Category: % Total Value Growth 2021-2026