Our Sale is now live until Friday 14th October 2022! Enjoy our SPECIAL OFFER Buy 1 Get 1* 30% OFF in Store using promotional code: EOCTSALE22 at check out.

*Discount is applied to the most expensive item in the cart

Alcoholic Drinks in Kenya

July 2022
USD 2,450
Request More Information

Delivery:

Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).

This report comes in PDF with additional info in Excel included.

Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Kenya report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Alcoholic Drinks in Kenya?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Kenya?
  • How are products distributed in Kenya?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

Alcoholic Drinks in Kenya

Alcoholic drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Alcohol and Tobacco Companies concern over proposed 21% Excise Duty
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2021
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2016-2021
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026

DISCLAIMER

Summary 2 Research Sources

Beer in Kenya

KEY DATA FINDINGS

Positive recovery in 2021 as Kenyan’s preference for beer continues to drive category growth
Pilsner, White Cap, Tusker Malt and Tusker Lite brands suffer from pandemic squeeze on incomes
Canned drinks gain popularity in COVID-19 pandemic
Consumption of keg beer set to record stable performance post COVID-19
Players continue to recover from the effects of the pandemic, while EABL set to maintain lead
Positive recovery post-Covid-19 with the easing of restrictions and lifting of night curfew
Lager price band methodology
Summary 3 Lager by Price Band 2020
Table 17 Sales of Beer by Category: Total Volume 2016-2021
Table 18 Sales of Beer by Category: Total Value 2016-2021
Table 19 Sales of Beer by Category: % Total Volume Growth 2016-2021
Table 20 Sales of Beer by Category: % Total Value Growth 2016-2021
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2016-2021
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021
Table 25 GBO Company Shares of Beer: % Total Volume 2017-2021
Table 26 NBO Company Shares of Beer: % Total Volume 2017-2021
Table 27 LBN Brand Shares of Beer: % Total Volume 2018-2021
Table 28 Forecast Sales of Beer by Category: Total Volume 2021-2026
Table 29 Forecast Sales of Beer by Category: Total Value 2021-2026
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026

Cider/Perry in Kenya

KEY DATA FINDINGS

Female consumers and the middle-class driving category growth
Savanna Premium Dry Cider leads the category
Local brands target millennials with new ciders
Recovery in the forecast period post slow growth COVID-19
Brands push for visibility through event sponsorships
Demand for fruit ciders on the rise
Table 32 Sales of Cider/Perry: Total Volume 2016-2021
Table 33 Sales of Cider/Perry: Total Value 2016-2021
Table 34 Sales of Cider/Perry: % Total Volume Growth 2016-2021
Table 35 Sales of Cider/Perry: % Total Value Growth 2016-2021
Table 36 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2016-2021
Table 37 Sales of Cider/Perry by Off-trade vs On-trade: Value 2016-2021
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2016-2021
Table 40 GBO Company Shares of Cider/Perry: % Total Volume 2017-2021
Table 41 NBO Company Shares of Cider/Perry: % Total Volume 2017-2021
Table 42 LBN Brand Shares of Cider/Perry: % Total Volume 2018-2021
Table 43 Forecast Sales of Cider/Perry: Total Volume 2021-2026
Table 44 Forecast Sales of Cider/Perry: Total Value 2021-2026
Table 45 Forecast Sales of Cider/Perry: % Total Volume Growth 2021-2026
Table 46 Forecast Sales of Cider/Perry: % Total Value Growth 2021-2026

Rtds in Kenya

KEY DATA FINDINGS

Convenience continues to drive demand for RTDs
Spirit-based RTDs remain most popular among consumers
Packaging, taste and flavour key factors driving RTD growth
Positive recovery in 2021 following slow growth in 2020 closure of social events and gatherings
Manufacturers target social media marketing to push brand sales
Growing demand for malt-based RTDs among female consumers
Table 47 Sales of RTDs by Category: Total Volume 2016-2021
Table 48 Sales of RTDs by Category: Total Value 2016-2021
Table 49 Sales of RTDs by Category: % Total Volume Growth 2016-2021
Table 50 Sales of RTDs by Category: % Total Value Growth 2016-2021
Table 51 Sales of RTDs by Off-trade vs On-trade: Volume 2016-2021
Table 52 Sales of RTDs by Off-trade vs On-trade: Value 2016-2021
Table 53 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 54 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2016-2021
Table 55 GBO Company Shares of RTDs: % Total Volume 2017-2021
Table 56 NBO Company Shares of RTDs: % Total Volume 2017-2021
Table 57 LBN Brand Shares of RTDs: % Total Volume 2018-2021
Table 58 Forecast Sales of RTDs by Category: Total Volume 2021-2026
Table 59 Forecast Sales of RTDs by Category: Total Value 2021-2026
Table 60 Forecast Sales of RTDs by Category: % Total Volume Growth 2021-2026
Table 61 Forecast Sales of RTDs by Category: % Total Value Growth 2021-2026

Spirits in Kenya

KEY DATA FINDINGS

Gin craze explodes in Kenya as spirits witnesses strong recovery
Manufacturers drive development in whiskies to reach millennials
Cream-based liqueurs outperform despite pandemic
Liqueurs, whiskies and vodka to remain the best-selling spirits due to widespread appeal
Product innovations will be ramped up to capitalise on strong category growth
Packaging, taste and flavour among key drivers that will drive growth in the forecast period
Table 62 Sales of Spirits by Category: Total Volume 2016-2021
Table 63 Sales of Spirits by Category: Total Value 2016-2021
Table 64 Sales of Spirits by Category: % Total Volume Growth 2016-2021
Table 65 Sales of Spirits by Category: % Total Value Growth 2016-2021
Table 66 Sales of Spirits by Off-trade vs On-trade: Volume 2016-2021
Table 67 Sales of Spirits by Off-trade vs On-trade: Value 2016-2021
Table 68 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 69 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2016-2021
Table 70 GBO Company Shares of Spirits: % Total Volume 2017-2021
Table 71 NBO Company Shares of Spirits: % Total Volume 2017-2021
Table 72 LBN Brand Shares of Spirits: % Total Volume 2018-2021
Table 73 Forecast Sales of Spirits by Category: Total Volume 2021-2026
Table 74 Forecast Sales of Spirits by Category: Total Value 2021-2026
Table 75 Forecast Sales of Spirits by Category: % Total Volume Growth 2021-2026
Table 76 Forecast Sales of Spirits by Category: % Total Value Growth 2021-2026

Wine in Kenya

KEY DATA FINDINGS

Wine category makes positive recovery
Wine tasting events helping to drive wine awareness
E-commerce wine sales boosted by the pandemic
Strong growth prospects makes wine a target for investors
Improving lifestyles and the rising middle-class consumer segment will drive wine consumption
Urbanization set to boost wine category sales
Table 77 Sales of Wine by Category: Total Volume 2016-2021
Table 78 Sales of Wine by Category: Total Value 2016-2021
Table 79 Sales of Wine by Category: % Total Volume Growth 2016-2021
Table 80 Sales of Wine by Category: % Total Value Growth 2016-2021
Table 81 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021
Table 82 Sales of Wine by Off-trade vs On-trade: Value 2016-2021
Table 83 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 84 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021
Table 85 Forecast Sales of Wine by Category: Total Volume 2021-2026
Table 86 Forecast Sales of Wine by Category: Total Value 2021-2026
Table 87 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026
Table 88 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
  • Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
        • Blended Malt Scotch Whisky
          • Prestige Other Blended Scotch Whisky
          • Ultra Premium Other Blended Scotch Whisky
          • Super Premium Other Blended Scotch Whisky
          • Premium Other Blended Scotch Whisky
          • Standard Other Blended Scotch Whisky
          • Economy Other Blended Scotch Whisky
      • Single Grain Scotch Whisky
      • Single Malt Scotch Whisky
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • Distilled Fruit Spirits
      • Domestic Brandy
      • Domestic Rum
      • Doppelkorn
      • Economy Chinese Spirits
      • Flavoured Spirits
      • Flavoured Vodka-based Drinks
      • Fynbos gin/Local Gin
      • Gin-flavoured spirits
      • Goldbrand/Goldkrone
      • Grappa
      • Grappamiel
      • Guaro
      • Kirsch
      • Komovica
      • Korn
      • Lambanog
      • Limoncello
      • Local White Spirits
      • Lower Mid-Range Chinese Spirits
      • Lozovaca
      • Maesilju
      • Mahia Rabi Amrane
      • Mead
      • Mixed Spirits
      • Nalivka/Nalewka
      • Nastoyka
      • Nastoyka Gorkaya
      • National Specialities
      • Obstbrände
      • Ouzo
      • Pacharán
      • Palinca/Pálinka
      • Pear and Apple Distillates
      • Pisco
      • Premium Chinese Spirits
      • Prune
      • Punsch
      • Rachiu/Rakija
      • Rum-Flavoured Spirits
      • Samane
      • Sambuca
      • Samsu
      • Schnapps
      • Shochu/Soju
      • Singani
      • Sljivovica/Slivovice
      • Steinhäeger
      • Strong African Spirits
      • Super Premium Chinese Spirits
      • Sura Khao
      • Tequila Flavoured Spirits
      • Travarica
      • Tsipouro
      • Upper Mid-Range Chinese Spirits
      • Vieux
      • Viina
      • Vodka Type Distilled Spirits
      • Other Distilled Beverages
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • Apple Wine
      • Bokbunjaju
      • Cheongju
      • Chinese Wine
      • Economy Rice Wine
      • Fortified Fruit Wine
      • Fruit and Berry Wine
      • Fruit and Herbal Wine
      • Fruit and Honey based Wine
      • Fruit Wine
      • Local Non-Grape Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions
Share:

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 report originates from Passport, our Alcoholic Drinks research and analysis database.

NEW REPORT GUARANTEE

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!