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Country Report

Kenya Flag Spirits in Kenya

| Pages: 29

Price: US$990

About this Report

Executive Summary

TRENDS

  • Growing government intervention to curb illicit alcohol production, together with rising disposable incomes supported the development of economy spirit brands and affordable premium spirits products in 2015. Furthermore, a growing young population, new product packaging in metal cans and the expansion of modern retail outlets across Kenya further promoted volume and value sales of spirits in 2015.

COMPETITIVE LANDSCAPE

  • East African Breweries led spirits in 2015 with a total volume share of 29%, followed by UDV and London Distillers with total volume shares of 13% and 11%, respectively.

PROSPECTS

  • The growth of consumer purchasing power due to rising disposable incomes, a forecast positive economic performance and wide product portfolio from which consumers can select, as well as increased product awareness among consumers, are expected to be instrumental in promoting volume sales growth in spirits over the forecast period. As a result, a total volume CAGR of 7% is predicted for 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 2010-2015
  • Table 2 Sales of Spirits by Category: Total Value 2010-2015
  • Table 3 Sales of Spirits by Category: % Total Volume Growth 2010-2015
  • Table 4 Sales of Spirits by Category: % Total Value Growth 2010-2015
  • Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2010-2015
  • Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2010-2015
  • Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2010-2015
  • Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2010-2015
  • Table 9 GBO Company Shares of Spirits: % Total Volume 2011-2015
  • Table 10 NBO Company Shares of Spirits: % Total Volume 2011-2015
  • Table 11 LBN Brand Shares of Spirits: % Total Volume 2012-2015
  • Table 12 Production, Imports and Exports of Brandy & Cognac: Total Volume 2009-2014
  • Table 13 Production, Imports and Exports of Rum: Total Volume 2009-2014
  • Table 14 Production, Imports and Exports of Tequila (and Mezcal): Total Volume 2009-2014
  • Table 15 Production, Imports and Exports of Whiskies: Total Volume 2009-2014
  • Table 16 Production, Imports and Exports of Gin: Total Volume 2009-2014
  • Table 17 Production, Imports and Exports of Vodka: Total Volume 2009-2014
  • Table 18 Forecast Sales of Spirits by Category: Total Volume 2015-2020
  • Table 19 Forecast Sales of Spirits by Category: Total Value 2015-2020
  • Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2015-2020
  • Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2015-2020

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

COMPETITIVE POSITIONING

  • Summary 2 East African Breweries Ltd: Competitive Position 2015

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Kenya Wine Agencies Ltd: Key Facts

INTERNET STRATEGY

COMPANY BACKGROUND

COMPETITIVE POSITIONING

  • Summary 4 Kenya Wine Agencies Ltd (KWAL): Competitive Position 2015

Alcoholic Drinks in Kenya - Industry Context

EXECUTIVE SUMMARY

Alcoholic drinks sales record marginal growth in 2015

The burgeoning middle class encourages international brands to enter the country

East African Breweries continues to lead the market in 2015

Off-trade distribution grows with modern retail expansion

Reasonable growth expected over the forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 22 Taxation and Duty Levies on Alcoholic Drinks 2015
  • Table 23 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2015
  • Table 24 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2015
  • Table 25 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use Wholesalers 2015
  • Table 26 Selling Margin of a Typical Wine Brand in Retail Channel Which Uses Wholesalers 2015
  • Table 27 Selling Margin of a Typical Wine Brand in Retail Channel Which Does Not Use Wholesalers 2015
  • Table 28 Selling Margin of a Typical Spirits Brand in Retail Channel Which Uses Wholesalers 2015
  • Table 29 Selling Margin of a Typical Spirits Brand in Retail Channel Which Does Not Use Wholesalers 2015

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 5 Key New Product Developments 2015

MARKET INDICATORS

  • Table 30 Retail Consumer Expenditure on Alcoholic Drinks 2010-2015

MARKET DATA

  • Table 31 Sales of Alcoholic Drinks by Category: Total Volume 2010-2015
  • Table 32 Sales of Alcoholic Drinks by Category: Total Value 2010-2015
  • Table 33 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2010-2015
  • Table 34 Sales of Alcoholic Drinks by Category: % Total Value Growth 2010-2015
  • Table 35 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2015
  • Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2015
  • Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2015
  • Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2015
  • Table 39 GBO Company Shares of Alcoholic Drinks: % Total Volume 2011-2015
  • Table 40 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2010-2015
  • Table 41 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2015
  • Table 42 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: Total Value 2015-2020
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
  • Table 45 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020

DEFINITIONS

SOURCES

  • Summary 6 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
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Pricing
  • 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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