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COVID-19 negatively impacted volume sales of alcoholic drinks in Kenya in 2020. Volume sales were down in both off- and on-trade channels. Though the pandemic mainly caused disruption in on-trade with many foodservice outlets forced to close temporarily, off-trade actually registered a steeper volume decline. This was because beer is mainly through sold off-trade and is by far the most popular alcoholic drink in Kenya.
Euromonitor International's Alcoholic Drinks in Kenya report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2016-2020), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Alcoholic Drinks market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List Of Contents And Tables
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 2020OPERATING 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 2015-2020MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 3 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019 Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025DISCLAIMER
SOURCES
Summary 2 Research SourcesBEER IN KENYA
KEY DATA FINDINGS
2020 IMPACT
Beer hit by increasing price sensitivity
Domestic economy lager responds to needs of large low-income population to post fastest total volume growth in 2019
Players prove to be nimble in dealing with COVID-19 challenges
RECOVERY AND OPPORTUNITIES
Moderate growth over forecast period
Senator Keg could be hit with price rises
Players target rising population of millennials
CATEGORY BACKGROUND
Summary 3 Lager by Price Band 2020CATEGORY DATA
Table 17 Sales of Beer by Category: Total Volume 2015-2020 Table 18 Sales of Beer by Category: Total Value 2015-2020 Table 19 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 20 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 22 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 25 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 26 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 27 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 28 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 29 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025WINE IN KENYA
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 32 Sales of Wine by Category: Total Volume 2015-2020 Table 33 Sales of Wine by Category: Total Value 2015-2020 Table 34 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 35 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 37 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 40 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 41 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 42 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 43 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025SPIRITS IN KENYA
KEY DATA FINDINGS
2020 IMPACT
Spirits benefits from decline in beer in 2020
East African Breweries drives awareness and sales through partnerships with specialist retailers and e-commerce platforms
Local and regional players try to reach millennials with new and more affordable products
RECOVERY AND OPPORTUNITIES
Healthy volume growth over forecast period
Demographic and economic developments foster wider selections and demand for spirits
Price rises could dampen volume growth
CATEGORY DATA
Table 44 Sales of Spirits by Category: Total Volume 2015-2020 Table 45 Sales of Spirits by Category: Total Value 2015-2020 Table 46 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 47 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 48 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 49 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 50 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 51 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 52 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 53 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 54 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 55 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 56 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 57 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 58 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025CIDER/PERRY IN KENYA
KEY DATA FINDINGS
2020 IMPACT
High price rises further dampen growth
Investments in new launches and production lines see local players emerge as competitors to imports
Local players looking for foothold in premium cider
RECOVERY AND OPPORTUNITIES
Moderate growth, with on-trade gaining
Changing consumer tastes and new consumption occasions boost cider sales
As awareness grows, consumer base will expand beyond the young female
CATEGORY DATA
Table 59 Sales of Cider/Perry: Total Volume 2015-2020 Table 60 Sales of Cider/Perry: Total Value 2015-2020 Table 61 Sales of Cider/Perry: % Total Volume Growth 2015-2020 Table 62 Sales of Cider/Perry: % Total Value Growth 2015-2020 Table 63 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020 Table 64 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020 Table 65 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 66 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020 Table 67 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 68 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 69 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020 Table 70 Forecast Sales of Cider/Perry: Total Volume 2020-2025 Table 71 Forecast Sales of Cider/Perry: Total Value 2020-2025 Table 72 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025 Table 73 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025RTDS IN KENYA
KEY DATA FINDINGS
2020 IMPACT
Overall volumes down, but off-trade registers increase
East African Breweries consolidates its dominance
On-the-go consumers and e-commerce penetration push off-trade sales at the expense of on-trade sales
RECOVERY AND OPPORTUNITIES
Growth driven by off-trade, with volume decline in on-trade
Lower ABV and more unusual flavours growing trends
E-commerce continues to gain value share
CATEGORY DATA
Table 74 Sales of RTDs by Category: Total Volume 2015-2020 Table 75 Sales of RTDs by Category: Total Value 2015-2020 Table 76 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 77 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 78 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 79 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 80 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 81 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 82 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 83 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 84 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 85 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 86 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 87 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 88 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025