Wine in Kenya

May 2021
USD 1,195
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Overview:

Understand the latest market trends and future growth opportunities for the Wine 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 Wine 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

The Wine in Kenya report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Wine in Kenya?
  • Where is consumer demand for Wine focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Kenya?
  • How are products distributed in Kenya?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

Wine in Kenya - Category analysis

KEY DATA FINDINGS

2020 IMPACT

Wine largely unaffected by COVID-19
Players increase investments in products and packaging to cater to increasingly sophisticated demand
E-commerce gaining value share, as are locally-produced wines

RECOVERY AND OPPORTUNITIES

Healthy volume growth over the forecast period
Westernised retailing and lifestyles boost awareness and demand for wine
Wine becomes more ingrained in the local lifestyle

CATEGORY DATA

Table 1 Sales of Wine by Category: Total Volume 2015-2020 Table 2 Sales of Wine by Category: Total Value 2015-2020 Table 3 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 4 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 6 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 9 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 10 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 11 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 12 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Alcoholic Drinks in Kenya - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age Drink driving Advertising Smoking ban Opening hours On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 13 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 14 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 15 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 16 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 17 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 18 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 19 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 20 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 21 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 22 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 23 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 24 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019 Table 25 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 26 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 27 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 28 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources
The following categories and subcategories are included:

Wine

    • Port
    • Sherry
    • Vermouth
    • Other Fortified Wine
    • Apple Wine
    • Bokbunjaju
    • Cheongju
    • Chinese Wine
    • Economy Rice Wine
    • Fortified Fruit Wine
    • Fruit and Berry Wine
    • Fruit and Herbal Wine
    • Fruit and Honey based Wine
    • Fruit Wine
    • Local Non-Grape Wine
    • Lower Mid-Range Rice Wine
    • Non-Grape Dessert Wine
    • Premium Rice Wine
    • Rice Wine
    • Sake
    • Takju
    • Upper Mid-Range Rice Wine
    • Yakju
    • Yellow Wine
    • Other Non-Grape Wine
    • Champagne
    • Other Sparkling Wine
    • Still Red Wine
    • Still Rosé Wine
    • Still White Wine

Wine

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).

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  • Gain competitive intelligence about market leaders.
  • Track key industry trends, opportunities and threats.
  • Inform your marketing, brand, strategy and market development, sales and supply functions.

This report originates from Passport, our Wine research and analysis database.

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