Executive Summary

Jul 2019
PROSPECTS
New customer-driven product launches are expected

The launch of Tusker Cider by East African Breweries, which is a drink made from fermented apples and pears, is expected to take advantage of the burgeoning group of affluent young adults, and new beer consumers whose tastes are shaped by digital media and top-of-mind awareness. As a result, the category is expected to witness growth in the number of diversified and sophisticated products offered by local and global liquor manufacturers.

Heightened marketing and innovation are expected to support sales

In Kenya, the cider/perry category remains a niche, with women being the principal consumers. Nevertheless, intensified brand awareness, created by the launch of Tusker Cider by East African Breweries in 2016, accompanied by television advertisements, in-store posters and banners and billboards, is expected to boost volume sales in the category.

Unlocking the aspirations of new shoppers

A bottle of cider retails at a significantly lower price than a glass of wine. Increasingly, cider is being viewed as a sociable drink that can be enjoyed either socially or with food.

COMPETITIVE LANDSCAPE
International brands maintain their lead

The leading brands in cider/perry in 2018 were imports of Hunter’s and Savanna Premium Dry Cider from South Africa. These brands are imported through local distributors such as Distell Group and Diageo.

Local players expand their local market footprint

The launch of Tusker Cider by East African Breweries in 2016 was supported by aggressive marketing and hybrid marketing campaigns and promotions through television, in-store posters, banners and billboards, which increased its penetration in the market. The company’s well-designed distribution system and strong brand name ensured easy market penetration, whilst its relatively low unit price, with one bottle retailing between KES180 in low-end retail outlets and KES220 in high-end retail outlets, ensures affordability across all different consumer segments.

Innovation is likely to promote a “hard cider” culture

Most consumers in Kenya drink beer or spirits. It is only expected to be a matter of time before consumers demand “hard cider”, which is cider combined with spirits.

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Cider/Perry in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Kenya with research from Euromonitor's team of in-country analysts.

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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 Cider/Perry industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry 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
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Cider/Perry in Kenya?
  • What are the major brands in Kenya?
  • Is premiumisation expected to continue to be an important driver in cider?
  • Who are the key consumers of cider: men, women, younger or older consumers?
  • Where is cider mainly consumed- at home or away from home?

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.

Cider/Perry in Kenya - Category analysis

HEADLINES

PROSPECTS

New customer-driven product launches are expected
Heightened marketing and innovation are expected to support sales
Unlocking the aspirations of new shoppers

COMPETITIVE LANDSCAPE

International brands maintain their lead
Local players expand their local market footprint
Innovation is likely to promote a “hard cider” culture

CATEGORY DATA

Table 1 Sales of Cider/Perry: Total Volume 2013-2018
Table 2 Sales of Cider/Perry: Total Value 2013-2018
Table 3 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 4 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 5 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 10 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 12 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 13 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 14 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Alcoholic Drinks in Kenya - Industry Overview

EXECUTIVE SUMMARY

A positive performance for alcoholic drinks
Manufacturers focus on expanding due to increasing demand
East African Breweries maintains its lead in alcoholic drinks
The increase in on-trade outlets and internet retailing boost sales
Growth is expected over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 16 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 17 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 18 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 25 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 26 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 27 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 28 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources