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.
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.
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.
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.
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.
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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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.
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This industry report originates from Passport, our Alcoholic Drinks market research database.