Beer in Kenya

June 2024 | 30 pages | ID: B03CD9F1561EN
Euromonitor International Ltd

Abstracts

Beer volume sales slowed considerably in Kenya over 2023 following two years of strong growth in the post-pandemic era. High inflation in the country continues to cut into disposable incomes, with beer consumers cutting back on consumption and shifting to cheaper alternatives due to the high price of beer. Spirits have gained popularity as they are considered more affordable and deliver greater value for money compared to beer. Demand for beer is skewed towards the on-trade channels among social...

Euromonitor International's Beer 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 (2019-2023), 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 2028 illustrate how the market is set to change.

Product coverage: Dark Beer, Lager, Non/Low Alcohol Beer, Stout.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Beer 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Contents

Beer in Kenya
Euromonitor International
June 2024

LIST OF CONTENTS AND TABLES

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 1 Lager by Price Band 2023
Table 1 Number of Breweries 2018-2023
CATEGORY DATA
Table 2 Sales of Beer by Category: Total Volume 2018-2023
Table 3 Sales of Beer by Category: Total Value 2018-2023
Table 4 Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 5 Sales of Beer by Category: % Total Value Growth 2018-2023
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2018-2023
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023
Table 10 GBO Company Shares of Beer: % Total Volume 2019-2023
Table 11 NBO Company Shares of Beer: % Total Volume 2019-2023
Table 12 LBN Brand Shares of Beer: % Total Volume 2019-2023
Table 13 Forecast Sales of Beer by Category: Total Volume 2023-2028
Table 14 Forecast Sales of Beer by Category: Total Value 2023-2028
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028
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 2 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 17 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023
MARKET DATA
Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 19 Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023
Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023
Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023
Table 28 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 3 Research Sources