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Country Report

Kenya Flag Spirits in Kenya

| Pages: 32

Price: US$900

About this Report

Executive Summary

TRENDS

  • In a bid to curb illicit brew production in Kenya, the government encouraged local beer manufacturers to produce healthy spirits brands at affordable prices. This saw East African Breweries launch a new spirit in the market, Jebel Special, targeted towards the low-income consumer, with a well-developed route-to-market campaign and village campaigns to reach the target market.

COMPETITIVE LANDSCAPE

  • With cane (other spirits) contributing to approximately 52% of total volume sales, it is no wonder that cane brands are the leading brands in the Kenyan spirits category. UDV Kenya’s Kenya Cane is the leading brand with a volume share of 21% and this is followed by London Distiller’s Safari Cane brand with a share of 10%. Kenyan cane is a popular spirit amongst the middle- and low-income consumers due to its affordability. EABL’s Smirnoff vodka brand is the third biggest brand overall with a volume share of 6% and UDV Kenya’s Richot brandy brand falls into fourth place overall, with a volume share of 5% in 2013.

PROSPECTS

  • With the rising trend of themed events, such as Love Whisky Festival that is set to be an annual event, which features 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 2008-2013
  • Table 2 Sales of Spirits by Category: Total Value 2008-2013
  • Table 3 Sales of Spirits by Category: % Total Volume Growth 2008-2013
  • Table 4 Sales of Spirits by Category: % Total Value Growth 2008-2013
  • Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2008-2013
  • Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2008-2013
  • Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 9 GBO Company Shares of Spirits: % Total Volume 2009-2013
  • Table 10 NBO Company Shares of Spirits: % Total Volume 2009-2013
  • Table 11 LBN Brand Shares of Spirits: % Total Volume 2010-2013
  • Table 12 Production, Imports and Exports of Spirits: Total Volume 2007-2012
  • Table 13 Production, Imports and Exports of Whiskies: Total Volume 2007-2012
  • Table 14 Production, Imports and Exports of Vodka: Total Volume 2007-2012
  • Table 15 Forecast Sales of Spirits by Category: Total Volume 2013-2018
  • Table 16 Forecast Sales of Spirits by Category: Total Value 2013-2018
  • Table 17 Forecast Sales of Spirits by Category: % Total Volume Growth 2013-2018
  • Table 18 Forecast Sales of Spirits by Category: % Total Value Growth 2013-2018

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 2013

COMPETITIVE POSITIONING

  • Summary 4 East African Breweries Ltd: Competitive Position 2013

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Kenya Wine Agencies Ltd (KWAL): Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Kenya Wine Agencies Ltd (KWAL): Competitive Position 2013

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 2013

Alcoholic Drinks in Kenya - Industry Context

EXECUTIVE SUMMARY

Alcoholic drink sales record a steady growth in 2013

Changing consumer trends reflected in growth of spirits

Foreign firms enter the local alcohol market in Kenya

Modern retail outlets used as distribution channels

Positive performance expected over the forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 19 Taxation and Duty Levies on Alcoholic Drinks 2013
  • Table 20 Typical Wholesaler and Retailer Off-Trade Mark-ups by Selected Categories 2013
  • Table 21 Selling Margin of a Typical Beer Brand in Retail Channel that uses Wholesalers 2013 – Tusker
  • Table 22 Selling Margin of a Typical Wine Brand 2013 - Caprice Red
  • Table 23 Selling Margin of a Typical Spirits Brand 2013 - 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 2012-2013
  • Table 24 Retail Consumer Expenditure on Alcoholic Drinks 2008-2013

MARKET DATA

  • Table 25 Sales of Alcoholic Drinks by Category: Total Volume 2008-2013
  • Table 26 Sales of Alcoholic Drinks by Category: Total Value 2008-2013
  • Table 27 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2008-2013
  • Table 28 Sales of Alcoholic Drinks by Category: % Total Value Growth 2008-2013
  • Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2013
  • Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2013
  • Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2013
  • Table 32 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2013
  • Table 33 GBO Company Shares of Alcoholic Drinks: % Total Volume 2009-2013
  • Table 34 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2008-2013
  • Table 35 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2013
  • Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
  • Table 37 Forecast Sales of Alcoholic Drinks by Category: Total Value 2013-2018
  • Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
  • Table 39 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018

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
      • 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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