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Alcoholic Drinks in Kenya

Publisher Euromonitor International
Published Jun 27, 2023
Length 61 Pages
SKU # EP18046732

Description

Alcoholic Drinks in Kenya


In 2022, the Kenyan alcoholic beverages sector witnessed both volume and value sales expansion, riding on the coattails of a burgeoning youth demographic and a recovery phase following the stringent COVID-19 regulations that gave a much-needed boost to on-trade sales.

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 (2018-2022), 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 2027 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

61 Pages
Alcoholic Drinks in Kenya
Euromonitor International
June 2023
List Of Contents And Tables
ALCOHOLIC DRINKS IN KENYA
EXECUTIVE SUMMARY
Alcoholic drinks in 2022: The big picture
2022 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 2022
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 2017-2022
MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2022
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2022
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2022
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2022
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2018-2022
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2017-2022
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2022
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2022-2027
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2022-2027
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2022-2027
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
BEER IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Informed consumer lifestyles drive product innovation
Local brands strive to remain competitive amid international players
Rise of e-commerce accelerates sales
PROSPECTS AND OPPORTUNITIES
Younger generations to gain greater priority as target consumers of beer
Consumer lifestyle changes will continue to guide innovation
Flavoured lager to gain greater ground thanks to rising interest from younger Kenyans
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2022
Summary 4 Number of Breweries 2017-2022
CATEGORY DATA
Table 17 Sales of Beer by Category: Total Volume 2017-2022
Table 18 Sales of Beer by Category: Total Value 2017-2022
Table 19 Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 20 Sales of Beer by Category: % Total Value Growth 2017-2022
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2017-2022
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022
Table 25 GBO Company Shares of Beer: % Total Volume 2018-2022
Table 26 NBO Company Shares of Beer: % Total Volume 2018-2022
Table 27 LBN Brand Shares of Beer: % Total Volume 2019-2022
Table 28 Forecast Sales of Beer by Category: Total Volume 2022-2027
Table 29 Forecast Sales of Beer by Category: Total Value 2022-2027
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027
WINE IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Improved consumer education and marketing strategies support sustained growth
Expanding retail sector further fuels wine consumption
Rising hospitality industry supports overall category growth
PROSPECTS AND OPPORTUNITIES
Demand for entry-level products set to rise as players push budget-friendly varieties
Globalisation impact to continue reshaping local market dynamics
Expansion of the retail sector will support future sales
CATEGORY DATA
Table 32 Sales of Wine by Category: Total Volume 2017-2022
Table 33 Sales of Wine by Category: Total Value 2017-2022
Table 34 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 35 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 37 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 40 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 41 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 42 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 43 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027
SPIRITS IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
International brands galvanise spirits in Kenya in 2022
Manufacturers introduce new flavours in a bid to woo consumers
Rethinking distribution channels for broader reach
PROSPECTS AND OPPORTUNITIES
Spirits players to heighten focus on younger Kenyans
Economy brands will continue to strengthen
International brands will expand within spirits in Kenya
CATEGORY DATA
Table 44 Sales of Spirits by Category: Total Volume 2017-2022
Table 45 Sales of Spirits by Category: Total Value 2017-2022
Table 46 Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 47 Sales of Spirits by Category: % Total Value Growth 2017-2022
Table 48 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
Table 49 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
Table 50 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 51 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
Table 52 GBO Company Shares of Spirits: % Total Volume 2018-2022
Table 53 NBO Company Shares of Spirits: % Total Volume 2018-2022
Table 54 LBN Brand Shares of Spirits: % Total Volume 2019-2022
Table 55 Forecast Sales of Spirits by Category: Total Volume 2022-2027
Table 56 Forecast Sales of Spirits by Category: Total Value 2022-2027
Table 57 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
Table 58 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027
CIDER/PERRY IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Emergence of new players boosts further growth in cider/perry in 2022
Surge in product variety is response to evolving consumer awareness
E-commerce channel proves profitable for cider/perry
PROSPECTS AND OPPORTUNITIES
Expansion of local cider production to propel growth
Innovative flavours will bolster sales
Retail expansion to support category expansion
CATEGORY DATA
Table 59 Sales of Cider/Perry: Total Volume 2017-2022
Table 60 Sales of Cider/Perry: Total Value 2017-2022
Table 61 Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 62 Sales of Cider/Perry: % Total Value Growth 2017-2022
Table 63 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2017-2022
Table 64 Sales of Cider/Perry by Off-trade vs On-trade: Value 2017-2022
Table 65 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 66 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2017-2022
Table 67 GBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 68 NBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 69 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2022
Table 70 Forecast Sales of Cider/Perry: Total Volume 2022-2027
Table 71 Forecast Sales of Cider/Perry: Total Value 2022-2027
Table 72 Forecast Sales of Cider/Perry: % Total Volume Growth 2022-2027
Table 73 Forecast Sales of Cider/Perry: % Total Value Growth 2022-2027
RTDS IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Flavoured products fuel growth in 2022
Convenience and pricing as key sales drivers
Expansion of distribution channels boosts product availability
PROSPECTS AND OPPORTUNITIES
Innovation to be driven by demand for flavoured products
E-commerce platforms will increasingly drive distribution
Continued shift towards at-home consumption
CATEGORY DATA
Table 74 Sales of RTDs by Category: Total Volume 2017-2022
Table 75 Sales of RTDs by Category: Total Value 2017-2022
Table 76 Sales of RTDs by Category: % Total Volume Growth 2017-2022
Table 77 Sales of RTDs by Category: % Total Value Growth 2017-2022
Table 78 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
Table 79 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
Table 80 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 81 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
Table 82 GBO Company Shares of RTDs: % Total Volume 2018-2022
Table 83 NBO Company Shares of RTDs: % Total Volume 2018-2022
Table 84 LBN Brand Shares of RTDs: % Total Volume 2019-2022
Table 85 Forecast Sales of RTDs by Category: Total Volume 2022-2027
Table 86 Forecast Sales of RTDs by Category: Total Value 2022-2027
Table 87 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
Table 88 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027

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