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Country Report

Cider/Perry in

Cider/Perry in Kenya

18 pages, Jun 2018

US$990

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Executive Summary

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 extract FREE!

PROSPECTS

New customer-driven product launches are expected

In October 2016, East African Breweries launched Tusker Cider, which is a drink made from fermented apples and pears. This drink was launched to take advantage of the burgeoning group of affluent millennial consumers and new beer drinkers, as they are both open to trying out new flavours.

Extensive marketing and promotions support sales

Manufacturers and retailers of cider/perry rely on heavy marketing and promotion to realise sales. This is because generally in Kenya, cider is positioned as a drink for women; even so, most women would prefer to drink beer or spirits.

Unlocking the aspirations of the middle-classes

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 2017 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 C&C Polaken.

Innovation is likely to promote a hard cider culture

Consumers in Kenya mostly 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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Samples

Cider and Perry Market Sample Report Cider and Perry Market Sample Data

Overview

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.

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

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.

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Cider/Perry in Kenya - Category analysis

HEADLINES

PROSPECTS

New customer-driven product launches are expected

Extensive marketing and promotions support sales

Unlocking the aspirations of the middle-classes

COMPETITIVE LANDSCAPE

International brands maintain their lead

Innovation is likely to promote a hard cider culture

CATEGORY DATA

Table 1 Sales of Cider/Perry: Total Volume 2012-2017
Table 2 Sales of Cider/Perry: Total Value 2012-2017
Table 3 Sales of Cider/Perry: % Total Volume Growth 2012-2017
Table 4 Sales of Cider/Perry: % Total Value Growth 2012-2017
Table 5 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2017
Table 6 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2017
Table 7 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 8 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2017
Table 9 GBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 10 NBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 11 LBN Brand Shares of Cider/Perry: % Total Volume 2014-2017
Table 12 Forecast Sales of Cider/Perry: Total Volume 2017-2022
Table 13 Forecast Sales of Cider/Perry: Total Value 2017-2022
Table 14 Forecast Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 15 Forecast Sales of Cider/Perry: % Total Value Growth 2017-2022

Alcoholic Drinks in Kenya - Industry Overview

EXECUTIVE SUMMARY

Growth is moderate, but expected to improve

Extensive CAPEX projects underway

East African Breweries remains the leader in alcoholic drinks

A focus on regional distribution to capture a large proportion of the value chain

Healthy 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
Table 16 Number of On-trade Establishments by Type 2012-2017

TAXATION AND DUTY LEVIES

Table 17 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 18 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 20 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
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 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 27 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 28 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 29 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2017
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

Megatrends

Country Report

Cider/Perry in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

New customer-driven product launches are expected

Extensive marketing and promotions support sales

Unlocking the aspirations of the middle-classes

COMPETITIVE LANDSCAPE

International brands maintain their lead

Innovation is likely to promote a hard cider culture

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Cider/Perry in Kenya - Category analysis

HEADLINES

PROSPECTS

New customer-driven product launches are expected

Extensive marketing and promotions support sales

Unlocking the aspirations of the middle-classes

COMPETITIVE LANDSCAPE

International brands maintain their lead

Innovation is likely to promote a hard cider culture

CATEGORY DATA

Alcoholic Drinks in Kenya - Industry Overview

EXECUTIVE SUMMARY

Growth is moderate, but expected to improve

Extensive CAPEX projects underway

East African Breweries remains the leader in alcoholic drinks

A focus on regional distribution to capture a large proportion of the value chain

Healthy growth is expected over the forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Why buy this report?

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