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Country Report

Kenya Flag Spirits in Kenya

| Pages: 36

Price: US$990

About this Report

Executive Summary

TRENDS

  • Rising disposable income levels among middle-income consumers promoted growth in spirits volume and value sales in 2014. Additionally, the rising drinking culture among the young working middle-income class and the popularity of spirits among these consumers also drove sales in the category.

COMPETITIVE LANDSCAPE

  • East African Breweries Ltd continued to lead spirits in Kenya with a volume share of 27%, followed by UDV Kenya Ltd with a volume share in share of 14%. London Distillers Kenya Ltd and Kenya Wine Agencies Ltd followed with total volume shares of 11% and 8% respectively.

PROSPECTS

  • The growing adoption of Western culture among Kenya’s middle-income consumers, increased levels of international travel and the wider product portfolios being offered by spirits manufacturers, meaning more product variety, are set to promote growth in spirits over the forecast period. In addition, rising disposable income levels and growing brand loyalty are also set to drive growth in volume sales of spirits over the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spirits industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in Kenya?
  • What are the major brands in Kenya?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Spirits in Kenya - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Spirits by Category: Total Volume 2009-2014
  • Table 2 Sales of Spirits by Category: Total Value 2009-2014
  • Table 3 Sales of Spirits by Category: % Total Volume Growth 2009-2014
  • Table 4 Sales of Spirits by Category: % Total Value Growth 2009-2014
  • Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2009-2014
  • Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2009-2014
  • Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2009-2014
  • Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2009-2014
  • Table 9 GBO Company Shares of Spirits: % Total Volume 2010-2014
  • Table 10 NBO Company Shares of Spirits: % Total Volume 2010-2014
  • Table 11 LBN Brand Shares of Spirits: % Total Volume 2011-2014
  • Table 12 Imports of Spirits by Country of Origin: Total Volume 2008-2013
  • Table 13 Imports of Spirits by Country of Origin: Total Value 2008-2013
  • Table 14 Exports of Spirits by Country of Destination: Total Volume 2008-2013
  • Table 15 Exports of Spirits by Country of Destination: Total Value 2008-2013
  • Table 16 Production, Imports and Exports of Brandy & Cognac: Total Volume 2008-2013
  • Table 17 Production, Imports and Exports of Rum: Total Volume 2008-2013
  • Table 18 Production, Imports and Exports of Whiskies: Total Volume 2008-2013
  • Table 19 Production, Imports and Exports of Gin: Total Volume 2008-2013
  • Table 20 Production, Imports and Exports of Vodka: Total Volume 2008-2013
  • Table 21 Forecast Sales of Spirits by Category: Total Volume 2014-2019
  • Table 22 Forecast Sales of Spirits by Category: Total Value 2014-2019
  • Table 23 Forecast Sales of Spirits by Category: % Total Volume Growth 2014-2019
  • Table 24 Forecast Sales of Spirits by Category: % Total Value Growth 2014-2019

Spirits in Kenya - Company Profiles

East African Breweries Ltd in Alcoholic Drinks (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 East African Breweries Ltd: Key Facts
  • Summary 2 East African Breweries Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 3 East African Breweries Ltd: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 4 East African Breweries Ltd: Competitive Position 2014

Kenya Wine Agencies Ltd (KWAL) in Alcoholic Drinks (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Kenya Wine Agencies Ltd: Key Facts

INTERNET STRATEGY

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Kenya Wine Agencies Ltd: Competitive Position 2014

Wines of the World Ltd in Alcoholic Drinks (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Wines of the World Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 Wines of the World Ltd: Competitive Position 2014

Alcoholic Drinks in Kenya - Industry Context

EXECUTIVE SUMMARY

Alcoholic drinks decline in Kenya in 2014

Consumer segmentation is used by leading players to define new product launches

EABL maintains leadership through innovative product pricing

Modern retail outlets remain the preferred retail channels for alcoholic drinks distribution

Growth expected during the forecast period as income levels rise

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Summary 9 Taxation and Duty Levies on Alcoholic Drinks 2014
  • Table 25 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2014
  • Table 26 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use Wholesalers 2014
  • Table 27 Selling Margin of a Typical Wine Brand in Retail Channel Which Does Not Use Wholesalers 2014
  • Table 28 Selling Margin of a Typical Spirits Brand in Retail Channel Which Does Not Use Wholesalers 2014

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 10 Key New Product Developments 2014-2015

MARKET INDICATORS

  • Table 29 Retail Consumer Expenditure on Alcoholic Drinks 2009-2014

MARKET DATA

  • Table 30 Sales of Alcoholic Drinks by Category: Total Volume 2009-2014
  • Table 31 Sales of Alcoholic Drinks by Category: Total Value 2009-2014
  • Table 32 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2009-2014
  • Table 33 Sales of Alcoholic Drinks by Category: % Total Value Growth 2009-2014
  • Table 34 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2014
  • Table 35 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2014
  • Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2014
  • Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2014
  • Table 38 GBO Company Shares of Alcoholic Drinks: % Total Volume 2010-2014
  • Table 39 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2009-2014
  • Table 40 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2014
  • Table 41 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
  • Table 42 Forecast Sales of Alcoholic Drinks by Category: Total Value 2014-2019
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 11 Research Sources

Segmentation

This market research report includes the following:

  • Spirits
    • Brandy and Cognac
      • Brandy
      • Cognac
    • Liqueurs
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Rum
      • Dark Rum
      • White Rum
    • Tequila (and Mezcal)
    • Whiskies
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
      • Blended Scotch Whisky
        • Blended Malt Scotch Whisky
        • Other Blended Scotch Whisky
      • Single Malt Scotch Whisky
      • Other Whiskies
    • White Spirits
      • Gin
        • English Gin
        • Dutch Gin
      • Vodka
    • Other Spirits
      • Cane
      • Other Distilled Beverages

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Products by Ingredient
  • Trade Statistics - Value
  • Trade Statistics - Volume

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade rtd volume
  • Off-trade rtd volume % growth
  • Off-trade rtd volume per capita
  • On-trade rtd volume
  • On-trade rtd volume % growth
  • On-trade rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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