Rtds/High-Strength Premixes in Kenya

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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