As Kenyan consumers continue to embrace the culture of wine-drinking thanks to increased product availability, pricing remains a decisive factor. As such, there is an anticipation of heightened demand for entry-level wine products that are more affordable, to encourage purchases from price-sensitive consumers, and thus further stimulate wine consumption in the country.
The influence of globalisation, manifested in social media, international travel, and tourism growth, is expected to increase exposure to wine consumption and alter local consumer perspectives regarding the frequency of wine consumption. The proliferation of international cuisines is gradually becoming more commonplace among Kenyans - particularly the younger population - seeking to keep up with global trends.
As Kenya's economy continues to recover post-pandemic and businesses resume normal operations, government policies aimed at boosting small business enterprises are expected to play a key role in the expansion of the retail sector.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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