Africa

In 2022, RTDs in Kenya recorded substantial growth, driven largely by the popularity of flavoured products. With the youth population in Kenya expanding, manufacturers have seized the opportunity to tailor their product offerings to this demographic.…

Cider/perry in Kenya saw further expansion in 2022, with new entrants such as Kenya Originals, for example, bringing fresh products to the table. In 2022, Kenya Originals launched its KO cider, featuring distinctive flavour profiles including KO lime…

Influences on local consumer purchasing decisions and behaviour when it comes to beer have evolved over time in Kenya. While pricing used to be a key driver, there is now a discernible shift towards a more nuanced, sophisticated buying behaviour that…

In 2022, the Kenyan alcoholic beverages sector witnessed both volume and value sales expansion, riding on the coattails of a burgeoning youth demographic and a recovery phase following the stringent COVID-19 regulations that gave a much-needed boost…

Wine witnessed volume and value growth in 2022 thanks to the strong recovery of on-trade sales, with all types of bars/pubs, restaurants and nightclubs reopened. The only downside to this trend was the weaker performance in off-trade sales, which…

Following a challenging year derived from the impacts of COVID-19, total volume and current value sales of wine rebounded in 2021 and 2022, exceeding the pre-pandemic levels. This was a result of three key factors. First, the on-trade performance…

Still red wine is very popular amongst wine consumers and it is the most consumed amongst still grape varieties. In 2022, sales were boosted by the revival of tourist arrivals and the complete opening of bars and restaurants. After beer, still red…

Over the review period, wine demand grew, and the wine market continued to develop further. With companies offering more variety, competition grew into a healthier state. Total volume sales for wine further increased alongside a growing interest from…

On-trade sales account for a significant proportion of sales in spirits and so the category was more heavily impacted by the COVID-19 pandemic compared to other alcoholic drinks. During the two years of the pandemic, almost all bars, pubs and…

White spirits saw the strongest total volume growth within spirits in 2022, as consumers resumed social consumption at bars and restaurants. On-trade spaces offer diversity in terms of flavour profiles, allowing consumers to choose according to their…

Spirits continued to see a poor performance in 2022 recording flat sales during the year. Pressures on consumers’ disposable income continued to be the major barrier to greater consumption. Most spirits are still expensive for the majority of…

In 2022, spirits recorded positive total volume sales for alcoholic drinks, as demand grew due to the changing drinking culture, with players being active in terms of innovation and new product development. Egy Bev introduced a new Whisky spirit onto…

In 2022, brand leader Smirnoff Ice was unavailable for some periods of the year in the off-trade channels, including supermarkets and hypermarkets, due to import issues. This problematic situation created an important opportunity for other RTDs to…

Driven by spirit-based RTDs, the competition within RTDs strengthened in 2022, as Coca-Cola and The South African Breweries (SAB) launched products in the market. Using pre-existing distribution channels to reach consumers, they each produced…

The RTDs category not only continued to achieve extremely low sales in 2022, but also saw its sales fall further during the year. The category struggled throughout the review period, as the number of products on offer remained limited to two key…

In 2022, RTDs recorded the strongest growth among all alcoholic drinks, demonstrating a growing demand for RTD products. Over the review period, the category was gaining popularity, and 2022 was no different.

The top brand in cider/perry, Savanna, retained its lead in total volume and value terms in 2022, thanks to maintaining strong growth rates. Much of this was a result of changing consumer preferences, with more people shifting to cider from other…

The beer category is recovering in 2022 after two difficult years of trading when sales contracted in volume terms. Tunisians were able to visit restaurants, hotels, bars after two years of closure, whilst the relaxation of travel restrictions saw…

In 2022, flavoured/mixed lager saw the strongest performance of all beer categories, with double-digit total volume growth. While this growth was derived from a relatively low base when compared with more mature beer categories, such as standard…

Following free trade agreements signed by Morocco with its economic partners such as the EU, the US and other countries, customs authorities have been applying a gradual reduction on customs duties on beer and wine. Beer customs duties were…