RTDs continue to witness better performance in 2021 as consumer demand recovers from the pandemic. Retail volume sales declined in both the on-trade and off-trade in 2020 as consumer budgets were squeezed and socialising was restricted.
Spirits are the most popular alcoholic drink among Kenyan consumers and rising consumption is increasing demand for spirit-based RTDs. Spirit-based RTDs come in a wide range of flavours and tastes, which appeal to many consumers.
Packaging, taste, and flavour are very important when it comes to people's preferences. In Kenya, there are a wide range of flavoured drinks most of which are fruity flavours.
Positive recovery is expected in the RTD category over the forecast period driven by the re-opening of establishments as the on-trade and retailers seek to further recover from the effects of the pandemic. Improved disposable income and purchasing power and the resumption of social gatherings, particularly among the young, will also play a key role.
To broaden their market reach after the constraints of the pandemic on sales, manufacturers are focusing their marketing efforts on digital channels as opposed to traditional advertising. Manufacturers have embraced social media and are engaging influencers to market RTD brands.
Malt-based RTDs have recorded positive growth in recent years and further growth is expected in the forecast period. Increasing per capita spend on alcoholic beverages coupled with strong economic growth is expected to drive demand for RTD malt beverages.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the RTDs industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTDs industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.See All of Our Definitions
This report originates from Passport, our RTDs research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!