Cider is still a small product area, with similar volumes sold through both off- and on-trade channels but has been gradually gaining traction over the review period. In 2021, the cider category made dynamic progress due to growing appeal among the middle and high-income female groups benefitting the off-trade and on-trade.
Savanna Premium Dry Cider is the leading brand in the cider/perry category. Hunter’s Gold and Hunter’s Dry are ranked as the second and third preferred brands followed by Tusker Cider.
The major cider players are constantly innovating in order to meet the changing tastes and preferences of Kenyans in a bid to grow volume sales. The latest innovations are aimed at millennials whose sophisticated tastes are shaped by digital media and global travel.
Following dynamic growth in 2021, the cider/perry category is expected to see volume growth return to steady levels in the forecast period. Cider is largely considered a female drink due to its low alcohol content and appealing packaging, which could limit its future growth potential.
The reopening of the economy and the lifting of curfews and restrictions in 2021 saw a surge in social occasions in Kenya. In order to drive future sales, brands will focus on increasing brand visibility in the forecast period using event sponsorship.
Low and no-alcohol drinks have become popular in Kenya as more consumers become conscious of their health. Initially, most ciders were originally made from apples however, there is a growing demand for different fruit flavours among consumers which has forced manufacturers to innovate to meet this growing demand.
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Understand the latest market trends and future growth opportunities for the Cider/Perry industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.
See All of Our DefinitionsThis report originates from Passport, our Cider/Perry research and analysis database.
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