RTDs were negatively impacted by COVID-19, with overall volumes sales down compared with 2019. There was a severe drop in on-trade volume sales and while there was an increase in off-trade volume sales, it was not enough to offset overall volume decline.
East African Breweries saw strong total volume and value share growth in 2020, to consolidate its dominance. The company benefited from rigorous advertising and innovations to its product lines, as well as an extensive nationwide distribution network.
RTDs are mainly sold through off-trade channels and this was further accelerated by the disruption to on-trade in 2020. Home consumption offers a more comfortable and quieter alternative to drinking in crowded and noisy bars for many consumers.
RTDs is expected to register a healthy recovery over the forecast period that will be driven by off-trade volume sales. On-trade volume are expected to register further decreases over the forecast period.
The main opportunities for RTDs lie in catering to the lifestyles of millennials and tapping into the more affluent consumer base presented by a rising middle class. Many millennials concerned about falling foul of strict drink driving legislation have already moved towards on-the-go or at-home consumption of RTDs, often in search of more comfortable and quieter alternatives to crowded and noisy bars.
E-commerce will continue to develop as a channel for RTDs over the forecast period, as consumer appreciate its convenience. Importantly, some e-commerce retailers have also offered dial-a-delivery services, alongside wide selections to entice consumers.
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This report originates from Passport, our RTDs research and analysis database.
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