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The growth in cider in Kenya was driven by a surge in the demand for free from gluten drinks, and a rise in the popularity of flavoured and lower alcohol drinks. Moreover, consumers increasingly saw cider as a refreshing, tasty beverage in hot temperatures.
In Kenya, cider/perry remained niche in 2019. As purchases of cider come largely from female consumers, East African Breweries and other players have continuously targeted this demographic with new launches.
In 2019, the leading brands, Hunter’s Extra Dry Cider and Hunter’s Pure Gold Cider and Savanna Premium Dry Cider, were imported from South Africa via local distributors. The GBO for these three imported brands is Distell Group.
On-trade volume sales of cider/perry are expected to rise by 7% in 2020 in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.
The strong shift to the on-trade channel in the review period is expected to accelerate over the forecast period. Cider is projected to see constant strong on-trade volume growth, while off-trade volume sales are expected to rebound very slowly from the 2020 downturn.
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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.
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.
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This industry report originates from Passport, our Alcoholic Drinks market research database.
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.