The forecast period for RTDs in Kenya promises significant innovation, primarily driven by an ever-growing young demographic and an increased focus on this market segment by manufacturers. It is anticipated that manufacturers will release an array of flavour-infused products to cater to the evolving and sophisticated palates of younger consumers.
The surging popularity of e-commerce among both consumers and businesses is revolutionising the way business is conducted is Kenya. Given that the younger generation is tech-savvy and heavily invested in the convenience and affordability provided by e-commerce, suppliers are expected to focus more on these online platforms to expand their distribution.
Consumer behaviour is expected to continue evolving with a notable increase in preference for home consumption. There's a growing trend towards home gatherings, parties, and individual consumption, which is increasingly favoured over on-trade consumption and will continue as such for at least the early years of the forecast period.
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RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See All of Our DefinitionsThis report originates from Passport, our RTDs research and analysis database.
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