Spirits is set to record strong growth in the forecast period, driven mainly by higher consumer spending on leisure and entertainment, which mainly consists of social gatherings in bars and pubs. Growing urbanisation and the rising number of middle-income consumers are set to boost volume and value sales.
The proliferation of online retailers such as Foodplus, Jumia, Nairobi Drinks, Soys Kenya, Dial-a-drink, Chupa Chap, Oaks & Corks and Drinkshunt is set to provide consumers not only with product variety and increased availability, but also convenience through free delivery and online payment. During 2018, East African Breweries partnered with such online shops to popularise its brands amongst the growing number of tech-savvy consumers who prefer online purchasing.
Manufacturers and distributors are expected to focus on widening their distribution to increase their shares in spirits. As such, brand owners are anticipated to heighten their marketing and promotional activities to create more awareness and inform consumers about their product superiority.
Domestic brands outperformed international brands in 2018, as domestic spirits production remained relatively high. During the review period, local players increased their production capacity through the expansion of their production lines.
Product pricing is the main differentiator between premium and economy brands. Premium products usually carry a higher price tag and are retailed solely through upmarket modern retail outlets, pubs and bars.
The increasing penetration of counterfeit products poses a major threat to the growth of spirits in Kenya. As the prices of genuine products continue to rise due the increase in excise duty on alcoholic drinks, as well as the rising cost of living, these products are becoming increasingly unaffordable for most low-income consumers.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Spirits 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 Spirits industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.
The Spirits in Kenya market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Alcoholic Drinks market research database.