Product manufacturers are recognising the potential of Kenya's burgeoning young consumer segment and are taking strides to cater to its specific needs and preferences. This demographic, characterised by significant disposable income, a propensity to follow social media trends, a discerning palate for quality beer products and a willingness to experiment with new products, forms a large proportion of the Kenyan market.
Emerging consumer trends towards healthier lifestyles are significantly influencing the direction of product development within the beer industry. This has resulted in an increased focus on low-calorie and low-sugar products, with lower alcohol content.
In an exciting development within beer in Kenya, players are shifting their focus towards the younger, more adventurous generation who are open to exploring new product variants beyond traditional brands. Consequently, there is a surge in investment towards brand extensions featuring different flavours, in an effort to grow revenues and capture this considerable upcoming consumer market.
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Understand the latest market trends and future growth opportunities for the Beer industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Beer industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
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