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Country Report

Spirits in Kenya

| Pages: 31

Price: US$900

About this Report

Executive Summary

TRENDS

  • Since the Alcoholic Drinks Control Bill came into force Kenya has witnessed the increasing manufacture of illegal spirits in the country. A recent story in the media featured women in the Korogocho area manufacturing illegal spirits from ARV drugs, using the bottles and illegally purchased labels of well-known economy brands to package their illicit drinks. Devoid of any regulation, these products pose considerable health risks. While their volumes are too low to cause any major ripples in the mainstream spirits category, such activities affect consumer perception of most economy brands, causing many to look to more trusted economy brands and lower-price standard brands. This trend is likely to persist for as long as there is no significant crackdown on such illicit trade and is likely to shift sales towards standard brands at the expense of economy products.

COMPETITIVE LANDSCAPE

  • UDV Kenya Ltd led sales in 2012 largely thanks to its brand Kenya Cane, which achieved sales of over four million litres. UDV also offers a wide array of other popular brands, such as Smirnoff, Johnnie Walker and Richot Brandy.

PROSPECTS

  • With the rising trend of themed events which feature popular spirits brands, it is expected that spirits consumption will continue to increase 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 2007-2012
  • Table 2 Sales of Spirits by Category: Total Value 2007-2012
  • Table 3 Sales of Spirits by Category: % Total Volume Growth 2007-2012
  • Table 4 Sales of Spirits by Category: % Total Value Growth 2007-2012
  • Table 5 Sales of Spirits by On-trade vs Off-trade: Volume 2007-2012
  • Table 6 Sales of Spirits by On-trade vs Off-trade: Value 2007-2012
  • Table 7 Sales of Spirits by On-trade vs Off-trade: % Volume Growth 2007-2012
  • Table 8 Sales of Spirits by On-trade vs Off-trade: % Value Growth 2007-2012
  • Table 9 GBO Company Shares of Spirits: % Total Volume 2008-2012
  • Table 10 NBO Company Shares of Spirits: % Total Volume 2008-2012
  • Table 11 LBN Brand Shares of Spirits: % Total Volume 2009-2012
  • Table 12 Production, Imports and Exports of Spirits: Total Volume 2007-2011
  • Table 13 Imports of Spirits by Country of Origin: Total Volume 2007-2011
  • Table 14 Imports of Spirits by Country of Origin: Total Value 2007-2011
  • Table 15 Exports of Spirits by Country of Destination: Total Volume 2007-2011
  • Table 16 Exports of Spirits by Country of Destination: Total Value 2007-2011
  • Table 17 Production, Imports and Exports of Brandy & Cognac: Total Volume 2007-2011
  • Table 18 Production, Imports and Exports of Rum: Total Volume 2007-2011
  • Table 19 Production, Imports and Exports of Whiskies: Total Volume 2007-2011
  • Table 20 Forecast Sales of Spirits by Category: Total Volume 2012-2017
  • Table 21 Forecast Sales of Spirits by Category: Total Value 2012-2017
  • Table 22 Forecast Sales of Spirits by Category: % Total Volume Growth 2012-2017
  • Table 23 Forecast Sales of Spirits by Category: % Total Value Growth 2012-2017

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 2012

COMPETITIVE POSITIONING

  • Summary 4 East African Breweries Ltd: Competitive Position 2012

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Kenya Wine Agencies Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Kenya Wine Agencies Ltd: Competitive Position 2012

Wines of the World Ltd in Alcoholic Drinks (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Wines of the World Ltd: Key Facts

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 8 Wines of the World Ltd: Competitive Position 2012

Alcoholic Drinks in Kenya - Industry Context

EXECUTIVE SUMMARY

Kenyan alcoholic drinks market continues to grow

Branded events a growing trend

International players seek to further penetrate the Kenyan market

Alcohol can now be bought alongside bread in retail outlets

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 24 Taxation and Duty Levies on Alcoholic Drinks 2012
  • Table 25 Typical Wholesaler and Retailer Off-Trade Mark-ups by Selected Categories 2012
  • Table 26 Selling Margin of a Typical Beer Brand 2012 - Tusker
  • Table 27 Selling Margin of a Typical Wine Brand 2012 - Caprice Red
  • Table 28 Selling Margin of a Typical Spirits Brand 2012 - Johnnie Walker Red Label

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 9 Key New Product Developments 2012

MARKET INDICATORS

  • Table 29 Retail Consumer Expenditure on Alcoholic Drinks 2007-2012

MARKET DATA

  • Table 30 Sales of Alcoholic Drinks by Category: Total Volume 2007-2012
  • Table 31 Sales of Alcoholic Drinks by Category: Total Value 2007-2012
  • Table 32 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2007-2012
  • Table 33 Sales of Alcoholic Drinks by Category: % Total Value Growth 2007-2012
  • Table 34 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Volume 2012
  • Table 35 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Value 2012
  • Table 36 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Volume 2012
  • Table 37 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Value 2012
  • Table 38 GBO Company Shares of Alcoholic Drinks: % Total Volume 2008-2012
  • Table 39 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2007-2012
  • Table 40 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2012
  • Table 41 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
  • Table 42 Forecast Sales of Alcoholic Drinks by Category: Total Value 2012-2017
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017

DEFINITIONS

SOURCES

  • Summary 10 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

    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 - 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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