Executive Summary

Jun 2018
PROSPECTS
Spirit-based RTDs is expected to maintain its lead

In the review period, spirit-based RTDs remained popular amongst the growing millennial population. Notably, Smirnoff Black Ice, Smirnoff Red Ice and Redd’s remain popular amongst women.

Urban areas are expected to remain the main driver of growth

Sales of RTDs/high-strength premixes are more concentrated in urban areas, where urbanisation and growing disposable incomes continue to boost the consumption of alcoholic drinks. Furthermore, the availability of these products in modern retail channels in six-packs has encouraged consumption.

Can packaging is expected to drive off-trade consumption

Off-trade consumption of RTDs/high-strength premixes is encouraged by its packaging, which is non-returnable metal beverage cans. This enables on-the-go consumption as well as home-based consumption, and is expected to drive an increase in volume sales in the forecast period.

COMPETITIVE LANDSCAPE
Local companies maintain their lead

RTDs/high-strength premixes remains a fast-growing alcoholic drinks category in the local market. The leader East African Breweries carries out innovation and diversification of its portfolio through products such as Smirnoff Ice Electric Ginseng, which is expected to sustain its growth trajectory.

Convenience and affordability remain the main drivers of sales

The convenience associated with bottled pre-mixed alcoholic beverages is driving growth in RTDs/high-strength premixes. This is because modern consumers are busy, and prefer on-the-go products, even if they are for home consumption.

Innovation attracts millennials

The category is dominated by millennials, who are well-connected, and are therefore more aware of different choices and conversant with global trends, and their personal lifestyles are changing. Brands are therefore constantly innovating to meet these changing needs.

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Rtds/High-Strength Premixes in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes 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 RTDs/High-Strength Premixes industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes 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 RTDs/High-Strength Premixes in Kenya?
  • What are the major brands in Kenya?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?
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.

Rtds/High-Strength Premixes in Kenya - Category analysis

HEADLINES

PROSPECTS

Spirit-based RTDs is expected to maintain its lead
Urban areas are expected to remain the main driver of growth
Can packaging is expected to drive off-trade consumption

COMPETITIVE LANDSCAPE

Local companies maintain their lead
Convenience and affordability remain the main drivers of sales
Innovation attracts millennials

CATEGORY DATA

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