Table of Content

Alcoholic Drinks in Kenya
Euromonitor International
September 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on alcoholic drinks
COVID-19 country impact
Rising middle class provides the engine for take-off of premium whiskies
Strong new product development consolidates East African Breweries’s dominance in alcoholic drinks in 2019
The shift to the off-trade channel is set to consolidate as lifestyles change and health and economic concerns slow the return to foodservice
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2014-2019
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019
MARKET DATA
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 2 Research Sources
HEADLINES
PRE-COVID-19 PERFORMANCE
Expanding middle class fosters rising penetration of international brands
Domestic economy lager responds to needs of large low-income population to post fastest total volume growth in 2019
New product launches cater to increasingly sophisticated and adventurous consumer base
2020 AND BEYOND
COVID-19 impact
Affected products within beer
Recovery and opportunities
CATEGORY BACKGROUND
Summary 3 Lager by Price Band 2019
Table 18 Number of Breweries 2014-2019
CATEGORY DATA
Table 19 Sales of Beer by Category: Total Volume 2014-2019
Table 20 Sales of Beer by Category: Total Value 2014-2019
Table 21 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 22 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 27 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 28 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 29 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 30 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 31 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Westernised retailing and lifestyles boost awareness and demand for wine
Convenience and wider selections boost sales via e-commerce
Players increase investments in products and packaging to cater to increasingly sophisticated demand
2020 AND BEYOND
COVID-19 impact
Affected products within wine
Recovery and opportunities
CATEGORY DATA
Table 34 Sales of Wine by Category: Total Volume 2014-2019
Table 35 Sales of Wine by Category: Total Value 2014-2019
Table 36 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 37 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 42 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 43 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 44 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 45 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Demographic and economic developments foster wider selections and demand for spirits
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
2020 AND BEYOND
COVID-19 impact
Affected products within spirits
Recovery and opportunities
CATEGORY DATA
Table 46 Sales of Spirits by Category: Total Volume 2014-2019
Table 47 Sales of Spirits by Category: Total Value 2014-2019
Table 48 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 49 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 50 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 51 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 52 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 53 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 54 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 55 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 56 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 57 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 58 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 59 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 60 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Changing consumer tastes and new consumption occasions boost cider sales
Sweet tastes and novelties consolidate interest in cider among young women
Investments in new launches and production lines see local players emerge as competitors to imports
2020 AND BEYOND
COVID-19 impact
Recovery and opportunities
CATEGORY DATA
Table 61 Sales of Cider/Perry: Total Volume 2014-2019
Table 62 Sales of Cider/Perry: Total Value 2014-2019
Table 63 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 64 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 65 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 66 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 67 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 68 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 69 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 70 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 71 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 72 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 73 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 74 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 75 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
On-the-go consumers and e-commerce penetration push off-trade sales at the expense of on-trade sales
RTDs offers solutions to convenience and other lifestyle needs of consumers
New product launches tap into key flavour, low alcohol and convenience trends to appeal to millennials
2020 AND BEYOND
COVID-19 impact
Affected products within RTDs
Recovery and opportunities
CATEGORY DATA
Table 76 Sales of RTDs by Category: Total Volume 2014-2019
Table 77 Sales of RTDs by Category: Total Value 2014-2019
Table 78 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 79 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 80 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 81 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 82 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 83 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 84 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 85 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 86 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 87 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 88 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 89 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 90 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024