Alcoholic Drinks in Kenya

Name: Alcoholic Drinks in Kenya
Brand: Euromonitor International
Price: 2275 EUR

June 2024

EUR 2,275

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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

Beer
Wine
Spirits
Cider and Perry
RTDs

If you're in the Alcoholic Drinks 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 Alcoholic Drinks 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 Alcoholic Drinks in Kenya?
Where is consumer demand for Alcoholic Drinks 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?

Download Table of Contents

Alcoholic Drinks in Kenya

EXECUTIVE SUMMARY

Alcoholic drinks in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

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 2023

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Kenya Breweries launches ‘Tusker Ndimu’ and ‘Pilsner Mfalme’.

Bila Shaka enters craft beer market with the launch of Capitan Lager

KBL Launches a New Smirnoff Variant ‘Pineapple Punch’

KWAL rebrands Kibao Vodka as it targets a new generation of customers

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023

Table 3 Sales of Alcoholic Drinks by Category: Total Value 2018-2023

Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023

Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023

Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023

Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023

Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023

Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023

Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023

Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023

Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028

Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028

Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028

Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Shift to cheaper alternatives as consumers face budgetary pressures

Major players push into craft beers to meet growing demand

Flavoured beers tap into needs of young adults

PROSPECTS AND OPPORTUNITIES

Lower demand for canned beers due to affordability challenges

Urbanisation and changing lifestyles to boost future growth

Consumer focus on health will spur new product developments

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2023

Table 17 Number of Breweries 2018-2023

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2018-2023

Table 19 Sales of Beer by Category: Total Value 2018-2023

Table 20 Sales of Beer by Category: % Total Volume Growth 2018-2023

Table 21 Sales of Beer by Category: % Total Value Growth 2018-2023

Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023

Table 23 Sales of Beer by Off-trade vs On-trade: Value 2018-2023

Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023

Table 26 GBO Company Shares of Beer: % Total Volume 2019-2023

Table 27 NBO Company Shares of Beer: % Total Volume 2019-2023

Table 28 LBN Brand Shares of Beer: % Total Volume 2019-2023

Table 29 Forecast Sales of Beer by Category: Total Volume 2023-2028

Table 30 Forecast Sales of Beer by Category: Total Value 2023-2028

Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028

Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028

Cider/Perry in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Female and younger adult population drives growth

Health-conscious consumers to provide sales boost

Brands target consumers through brand ambassadors

PROSPECTS AND OPPORTUNITIES

Kenya’s rapidly growing food and beverage industry to boost sales of cider/perry

Innovations using local flavours set to appeal to consumers

Kenya Originals cider faces challenges over toxicity claims

CATEGORY DATA

Table 33 Sales of Cider/Perry: Total Volume 2018-2023

Table 34 Sales of Cider/Perry: Total Value 2018-2023

Table 35 Sales of Cider/Perry: % Total Volume Growth 2018-2023

Table 36 Sales of Cider/Perry: % Total Value Growth 2018-2023

Table 37 Sales of Cider/Perry: Total Volume 2019-2023

Table 38 Sales of Cider/Perry: Total Value 2019-2023

Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2018-2023

Table 40 Sales of Cider/Perry by Off-trade vs On-trade: Value 2018-2023

Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 42 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2018-2023

Table 43 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2023

Table 44 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2023

Table 45 GBO Company Shares of Cider/Perry: % Total Volume 2019-2023

Table 46 NBO Company Shares of Cider/Perry: % Total Volume 2019-2023

Table 47 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2023

Table 48 Forecast Sales of Cider/Perry: Total Volume 2023-2028

Table 49 Forecast Sales of Cider/Perry: Total Value 2023-2028

Table 50 Forecast Sales of Cider/Perry: % Total Volume Growth 2023-2028

Table 51 Forecast Sales of Cider/Perry: % Total Value Growth 2023-2028

Rtds in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Rising preference for RTDs among young adults

Spirit-based RTDs gain popularity among women

Supermarkets, small retailers and e-commerce are key channels for RTDs

PROSPECTS AND OPPORTUNITIES

Category to weather the effects of inflation in the forecast period

Consumers drive demand for lower-calorie and functional beverages due to health awareness

Rising disposable incomes to drive growth of RTDs

CATEGORY DATA

Table 52 Sales of RTDs by Category: Total Volume 2018-2023

Table 53 Sales of RTDs by Category: Total Value 2018-2023

Table 54 Sales of RTDs by Category: % Total Volume Growth 2018-2023

Table 55 Sales of RTDs by Category: % Total Value Growth 2018-2023

Table 56 Sales of RTDs by Off-trade vs On-trade: Volume 2018-2023

Table 57 Sales of RTDs by Off-trade vs On-trade: Value 2018-2023

Table 58 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 59 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2018-2023

Table 60 GBO Company Shares of RTDs: % Total Volume 2019-2023

Table 61 NBO Company Shares of RTDs: % Total Volume 2019-2023

Table 62 LBN Brand Shares of RTDs: % Total Volume 2019-2023

Table 63 Forecast Sales of RTDs by Category: Total Volume 2023-2028

Table 64 Forecast Sales of RTDs by Category: Total Value 2023-2028

Table 65 Forecast Sales of RTDs by Category: % Total Volume Growth 2023-2028

Table 66 Forecast Sales of RTDs by Category: % Total Value Growth 2023-2028

Spirits in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Spirits grows by targeting younger adult generations

Kenya Wine Agencies launch new Smirnoff variant ‘Pineapple Punch’

Brands leverage celebrities and social media influencers to connect with younger generations

PROSPECTS AND OPPORTUNITIES

High prices to push consumers towards cheaper/ counterfeit brands

Women poised to drive category with strong preference for gin

Increasing demand for premium alcohol due to lower spending power

CATEGORY DATA

Table 67 Sales of Spirits by Category: Total Volume 2018-2023

Table 68 Sales of Spirits by Category: Total Value 2018-2023

Table 69 Sales of Spirits by Category: % Total Volume Growth 2018-2023

Table 70 Sales of Spirits by Category: % Total Value Growth 2018-2023

Table 71 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023

Table 72 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023

Table 73 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 74 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023

Table 75 GBO Company Shares of Spirits: % Total Volume 2019-2023

Table 76 NBO Company Shares of Spirits: % Total Volume 2019-2023

Table 77 LBN Brand Shares of Spirits: % Total Volume 2019-2023

Table 78 Forecast Sales of Spirits by Category: Total Volume 2023-2028

Table 79 Forecast Sales of Spirits by Category: Total Value 2023-2028

Table 80 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028

Table 81 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028

Wine in Kenya

KEY DATA FINDINGS

2023 DEVELOPMENTS

Italian producers target Kenya’s emerging taste for wine

French wine producers pinpoint Kenya’s burgeoning wine category

Local producers face stiff competition amid rising demand for wine

PROSPECTS AND OPPORTUNITIES

Improving lifestyles continue to drive sales growth in wine

Heavy taxation to push up prices

On-trade expansion to foster wine appreciation and knowledge

CATEGORY DATA

Table 82 Sales of Wine by Category: Total Volume 2018-2023

Table 83 Sales of Wine by Category: Total Value 2018-2023

Table 84 Sales of Wine by Category: % Total Volume Growth 2018-2023

Table 85 Sales of Wine by Category: % Total Value Growth 2018-2023

Table 86 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023

Table 87 Sales of Wine by Off-trade vs On-trade: Value 2018-2023

Table 88 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 89 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023

Table 90 Forecast Sales of Wine by Category: Total Volume 2023-2028

Table 91 Forecast Sales of Wine by Category: Total Value 2023-2028

Table 92 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028

Table 93 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028

The following categories and subcategories are included:

Alcoholic Drinks

- - Ale
  - Sorghum
  - Weissbier/Weizen/Wheat Beer
- - Flavoured/Mixed Lager
  - - - Domestic Premium Lager
      - Imported Premium Lager
    - - Domestic Mid-Priced Lager
      - Imported Mid-Priced Lager
    - - Domestic Economy Lager
      - Imported Economy Lager
  - - - Domestic Premium Lager
      - Domestic Mid-Priced Lager
      - Domestic Economy Lager
    - - Imported Premium Lager
      - Imported Mid-Priced Lager
      - Imported Economy Lager
- - Low Alcohol Beer
  - Non Alcoholic Beer
- Stout
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
- - Brandy
  - Cognac
- - Bitters
  - Cream-based Liqueurs
  - Other Liqueurs
- Non Alcoholic Spirits
- - - Prestige Dark Rum
    - Ultra Premium Dark Rum
    - Super Premium Dark Rum
    - Premium Dark Rum
    - Standard Dark Rum
    - Economy Dark Rum
  - - Prestige White Rum
    - Ultra Premium White Rum
    - Super Premium White Rum
    - Premium White Rum
    - Standard White Rum
    - Economy White Rum
- Tequila (and Mezcal)
- - Bourbon/Other US Whiskey
  - Canadian Whisky
  - Irish Whiskey
  - Japanese Whisky
  - - - Blended Malt Scotch Whisky
      - Prestige Other Blended Scotch Whisky
        
        Ultra Premium Other Blended Scotch Whisky
        
        Super Premium Other Blended Scotch Whisky
        
        Premium Other Blended Scotch Whisky
        
        Standard Other Blended Scotch Whisky
        
        Economy Other Blended Scotch Whisky
    - Single Grain Scotch Whisky
    - Single Malt Scotch Whisky
  - Other Whiskies
- - - - Prestige English Gin
      - Ultra Premium English Gin
      - Super Premium English Gin
      - Premium English Gin
      - Standard English Gin
      - Economy English Gin
    - Dutch Gin
  - - Prestige Vodka
    - Ultra Premium Vodka
    - Super Premium Vodka
    - Premium Vodka
    - Standard Vodka
    - Economy Vodka
- - Absinthe
  - Ad-Mix Brandy
  - Ad-Mix Gin
  - Ad-Mix Rum
  - Ad-Mix Vodka
  - Ad-Mix Whisky
  - Aguardente/Aguardiente
  - Aguardiente De Caña
  - Akvavit/Aquavit
  - Aniseed-Flavoured Spirits
  - Borovicka
  - Boukha
  - Brandy Type Distilled Spirits
  - Cachaça
  - Calvados
  - Cane
  - Chacha
  - Charanda
  - Chinese Herbal Spirits
  - Chinese Spirits
  - Cut Brandy
  - Destilados De Agave
  - Distilled Fruit Spirits
  - Domestic Brandy
  - Domestic Rum
  - Doppelkorn
  - Economy Chinese Spirits
  - Flavoured Spirits
  - Flavoured Vodka-based Drinks
  - Fynbos gin/Local Gin
  - Gin-flavoured spirits
  - Goldbrand/Goldkrone
  - Grappa
  - Grappamiel
  - Guaro
  - Kirsch
  - Komovica
  - Korn
  - Lambanog
  - Limoncello
  - Local White Spirits
  - Lower Mid-Range Chinese Spirits
  - Lozovaca
  - Maesilju
  - Mahia Rabi Amrane
  - Mead
  - Mixed Spirits
  - Nalivka/Nalewka
  - Nastoyka
  - National Specialities
  - Obstbrände
  - Ouzo
  - Pacharán
  - Palinca/Pálinka
  - Pear and Apple Distillates
  - Pisco
  - Premium Chinese Spirits
  - Prune
  - Punsch
  - Rachiu/Rakija
  - Rum-Flavoured Spirits
  - Samane
  - Sambuca
  - Samsu
  - Schnapps
  - Shochu/Soju
  - Singani
  - Sljivovica/Slivovice
  - Steinhäeger
  - Strong African Spirits
  - Super Premium Chinese Spirits
  - Sura Khao
  - Tequila Flavoured Spirits
  - Travarica
  - Tsipouro
  - Upper Mid-Range Chinese Spirits
  - Vieux
  - Viina
  - Vodka Type Distilled Spirits
  - Other Distilled Beverages
- - 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
  - Lower Mid-Range Rice Wine
  - Non-Grape Dessert Wine
  - Premium 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
- Non Alcoholic Wine

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Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

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Alcoholic Drinks in Kenya

Alcoholic drinks in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

On-trade vs off-trade split

What next for alcoholic drinks?

Overview:

The Alcoholic Drinks in Kenya report includes:

This report answers:

Alcoholic Drinks in Kenya

Alcoholic drinks in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

On-trade vs off-trade split

What next for alcoholic drinks?

Legislation

Legal purchasing age and legal drinking age

Drink driving.

Advertising

Smoking ban

Opening hours

On-trade establishments

Contraband/parallel trade

Duty free

Cross-border/private imports

Kenya Breweries launches ‘Tusker Ndimu’ and ‘Pilsner Mfalme’.

Bila Shaka enters craft beer market with the launch of Capitan Lager

KBL Launches a New Smirnoff Variant ‘Pineapple Punch’

KWAL rebrands Kibao Vodka as it targets a new generation of customers

Outlook

DISCLAIMER

Beer in Kenya

KEY DATA FINDINGS

Shift to cheaper alternatives as consumers face budgetary pressures

Major players push into craft beers to meet growing demand

Flavoured beers tap into needs of young adults

Lower demand for canned beers due to affordability challenges

Urbanisation and changing lifestyles to boost future growth

Consumer focus on health will spur new product developments

Lager price band methodology

Cider/Perry in Kenya

KEY DATA FINDINGS

Female and younger adult population drives growth

Health-conscious consumers to provide sales boost

Brands target consumers through brand ambassadors

Kenya’s rapidly growing food and beverage industry to boost sales of cider/perry

Innovations using local flavours set to appeal to consumers

Kenya Originals cider faces challenges over toxicity claims

Rtds in Kenya

KEY DATA FINDINGS

Rising preference for RTDs among young adults

Spirit-based RTDs gain popularity among women

Supermarkets, small retailers and e-commerce are key channels for RTDs

Category to weather the effects of inflation in the forecast period

Consumers drive demand for lower-calorie and functional beverages due to health awareness

Rising disposable incomes to drive growth of RTDs

Spirits in Kenya

KEY DATA FINDINGS

Spirits grows by targeting younger adult generations

Kenya Wine Agencies launch new Smirnoff variant ‘Pineapple Punch’

Brands leverage celebrities and social media influencers to connect with younger generations

High prices to push consumers towards cheaper/ counterfeit brands

Women poised to drive category with strong preference for gin

Increasing demand for premium alcohol due to lower spending power

Wine in Kenya

KEY DATA FINDINGS

Italian producers target Kenya’s emerging taste for wine

French wine producers pinpoint Kenya’s burgeoning wine category

Local producers face stiff competition amid rising demand for wine

Improving lifestyles continue to drive sales growth in wine

Heavy taxation to push up prices

On-trade expansion to foster wine appreciation and knowledge

The following categories and subcategories are included:

Alcoholic Drinks

Why buy this report?

NEW REPORT GUARANTEE