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Country Report

RTDs/High-Strength Premixes in

Rtds/High-Strength Premixes in Kenya

20 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

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-Strenght Premixes Sample Report RTDs/High-Strenght Premixes 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.

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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 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.

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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

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

Rtds/High-Strength Premixes in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

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

Samples

Overview

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Report Samples

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Overview

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Table of Contents

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

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

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