Product Code: ADKY
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Alcoholic drinks in 2021: The big picture
2021 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
Alcohol and Tobacco Companies concern over proposed 21% Excise Duty
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2021
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2016-2021
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
BEER IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Positive recovery in 2021 as Kenyan's preference for beer continues to drive category growth
Pilsner, White Cap, Tusker Malt and Tusker Lite brands suffer from pandemic squeeze on incomes
Canned drinks gain popularity in COVID-19 pandemic
PROSPECTS AND OPPORTUNITIES
Consumption of keg beer set to record stable performance post COVID-19
Players continue to recover from the effects of the pandemic, while EABL set to maintain lead
Positive recovery post-Covid-19 with the easing of restrictions and lifting of night curfew
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2020
CATEGORY DATA
Table 17 Sales of Beer by Category: Total Volume 2016-2021
Table 18 Sales of Beer by Category: Total Value 2016-2021
Table 19 Sales of Beer by Category: % Total Volume Growth 2016-2021
Table 20 Sales of Beer by Category: % Total Value Growth 2016-2021
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2016-2021
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021
Table 25 GBO Company Shares of Beer: % Total Volume 2017-2021
Table 26 NBO Company Shares of Beer: % Total Volume 2017-2021
Table 27 LBN Brand Shares of Beer: % Total Volume 2018-2021
Table 28 Forecast Sales of Beer by Category: Total Volume 2021-2026
Table 29 Forecast Sales of Beer by Category: Total Value 2021-2026
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026
WINE IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Wine category makes positive recovery
Wine tasting events helping to drive wine awareness
E-commerce wine sales boosted by the pandemic
PROSPECTS AND OPPORTUNITIES
Strong growth prospects makes wine a target for investors
Improving lifestyles and the rising middle-class consumer segment will drive wine consumption
Urbanization set to boost wine category sales
CATEGORY DATA
Table 32 Sales of Wine by Category: Total Volume 2016-2021
Table 33 Sales of Wine by Category: Total Value 2016-2021
Table 34 Sales of Wine by Category: % Total Volume Growth 2016-2021
Table 35 Sales of Wine by Category: % Total Value Growth 2016-2021
Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021
Table 37 Sales of Wine by Off-trade vs On-trade: Value 2016-2021
Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021
Table 40 Forecast Sales of Wine by Category: Total Volume 2021-2026
Table 41 Forecast Sales of Wine by Category: Total Value 2021-2026
Table 42 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026
Table 43 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
SPIRITS IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Gin craze explodes in Kenya as spirits witnesses strong recovery
Manufacturers drive development in whiskies to reach millennials
Cream-based liqueurs outperform despite pandemic
PROSPECTS AND OPPORTUNITIES
Liqueurs, whiskies and vodka to remain the best-selling spirits due to widespread appeal
Product innovations will be ramped up to capitalise on strong category growth
Packaging, taste and flavour among key drivers that will drive growth in the forecast period
CATEGORY DATA
Table 44 Sales of Spirits by Category: Total Volume 2016-2021
Table 45 Sales of Spirits by Category: Total Value 2016-2021
Table 46 Sales of Spirits by Category: % Total Volume Growth 2016-2021
Table 47 Sales of Spirits by Category: % Total Value Growth 2016-2021
Table 48 Sales of Spirits by Off-trade vs On-trade: Volume 2016-2021
Table 49 Sales of Spirits by Off-trade vs On-trade: Value 2016-2021
Table 50 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 51 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2016-2021
Table 52 GBO Company Shares of Spirits: % Total Volume 2017-2021
Table 53 NBO Company Shares of Spirits: % Total Volume 2017-2021
Table 54 LBN Brand Shares of Spirits: % Total Volume 2018-2021
Table 55 Forecast Sales of Spirits by Category: Total Volume 2021-2026
Table 56 Forecast Sales of Spirits by Category: Total Value 2021-2026
Table 57 Forecast Sales of Spirits by Category: % Total Volume Growth 2021-2026
Table 58 Forecast Sales of Spirits by Category: % Total Value Growth 2021-2026
CIDER/PERRY IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Female consumers and the middle-class driving category growth
Savanna Premium Dry Cider leads the category
Local brands target millennials with new ciders
PROSPECTS AND OPPORTUNITIES
Recovery in the forecast period post slow growth COVID-19
Brands push for visibility through event sponsorships
Demand for fruit ciders on the rise
CATEGORY DATA
Table 59 Sales of Cider/Perry: Total Volume 2016-2021
Table 60 Sales of Cider/Perry: Total Value 2016-2021
Table 61 Sales of Cider/Perry: % Total Volume Growth 2016-2021
Table 62 Sales of Cider/Perry: % Total Value Growth 2016-2021
Table 63 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2016-2021
Table 64 Sales of Cider/Perry by Off-trade vs On-trade: Value 2016-2021
Table 65 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 66 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2016-2021
Table 67 GBO Company Shares of Cider/Perry: % Total Volume 2017-2021
Table 68 NBO Company Shares of Cider/Perry: % Total Volume 2017-2021
Table 69 LBN Brand Shares of Cider/Perry: % Total Volume 2018-2021
Table 70 Forecast Sales of Cider/Perry: Total Volume 2021-2026
Table 71 Forecast Sales of Cider/Perry: Total Value 2021-2026
Table 72 Forecast Sales of Cider/Perry: % Total Volume Growth 2021-2026
Table 73 Forecast Sales of Cider/Perry: % Total Value Growth 2021-2026
RTDS IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Convenience continues to drive demand for RTDs
Spirit-based RTDs remain most popular among consumers
Packaging, taste and flavour key factors driving RTD growth
PROSPECTS AND OPPORTUNITIES
Positive recovery in 2021 following slow growth in 2020 closure of social events and gatherings
Manufacturers target social media marketing to push brand sales
Growing demand for malt-based RTDs among female consumers
CATEGORY DATA
Table 74 Sales of RTDs by Category: Total Volume 2016-2021
Table 75 Sales of RTDs by Category: Total Value 2016-2021
Table 76 Sales of RTDs by Category: % Total Volume Growth 2016-2021
Table 77 Sales of RTDs by Category: % Total Value Growth 2016-2021
Table 78 Sales of RTDs by Off-trade vs On-trade: Volume 2016-2021
Table 79 Sales of RTDs by Off-trade vs On-trade: Value 2016-2021
Table 80 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 81 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2016-2021
Table 82 GBO Company Shares of RTDs: % Total Volume 2017-2021
Table 83 NBO Company Shares of RTDs: % Total Volume 2017-2021
Table 84 LBN Brand Shares of RTDs: % Total Volume 2018-2021
Table 85 Forecast Sales of RTDs by Category: Total Volume 2021-2026
Table 86 Forecast Sales of RTDs by Category: Total Value 2021-2026
Table 87 Forecast Sales of RTDs by Category: % Total Volume Growth 2021-2026
Table 88 Forecast Sales of RTDs by Category: % Total Value Growth 2021-2026
