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Alcoholic Drinks in Kenya

  • June 2016
  • -
  • Euromonitor International
  • -
  • 69 pages

The Kenyan economy continued to grow, backed by increasing foreign investment and stable political leadership, as well as an increasing focus on the development of youth entrepreneurship. Backed by a strong GDP forecast of 6.5% for 2015, as well as inflation remaining at a single digit level of 5%, the alcoholic drinks market grew marginally in 2015. The growing middle class with high disposable incomes, as well as the devolution of services to rural areas which encouraged the expansion of moder...

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 (2011-2015), 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 2020 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs/High-Strength Premixes, 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

Alcoholic Drinks in Kenya
ALCOHOLIC DRINKS IN KENYA
Euromonitor International
June 2016

LIST OF CONTENTS AND TABLES

Executive Summary
Alcoholic Drinks Sales Record Marginal Growth in 2015
the Burgeoning Middle Class Encourages International Brands To Enter the Country
East African Breweries Continues To Lead the Market in 2015
Off-trade Distribution Grows With Modern Retail Expansion
Reasonable Growth Expected Over the Forecast Period
Market Background
Legislation
Taxation and Duty Levies
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2015
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2015
Table 3 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2015
Table 4 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use Wholesalers 2015
Table 5 Selling Margin of a Typical Wine Brand in Retail Channel Which Uses Wholesalers 2015
Table 6 Selling Margin of a Typical Wine Brand in Retail Channel Which Does Not Use Wholesalers 2015
Table 7 Selling Margin of a Typical Spirits Brand in Retail Channel Which Uses Wholesalers 2015
Table 8 Selling Margin of a Typical Spirits Brand in Retail Channel Which Does Not Use Wholesalers 2015
Operating Environment
Contraband/parallel Trade
Duty Free
Cross-border/private Imports
Key New Product Launches
Summary 1 Key New Product Developments 2015
Market Indicators
Table 9 Retail Consumer Expenditure on Alcoholic Drinks 2010-2015
Market Data
Table 10 Sales of Alcoholic Drinks by Category: Total Volume 2010-2015
Table 11 Sales of Alcoholic Drinks by Category: Total Value 2010-2015
Table 12 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2010-2015
Table 13 Sales of Alcoholic Drinks by Category: % Total Value Growth 2010-2015
Table 14 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2015
Table 15 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2015
Table 16 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2015
Table 17 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2015
Table 18 GBO Company Shares of Alcoholic Drinks: % Total Volume 2011-2015
Table 19 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2010-2015
Table 20 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2015
Table 21 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 22 Forecast Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 23 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 24 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Definitions
Sources
Summary 2 Research Sources
East African Breweries Ltd in Alcoholic Drinks (kenya)
Strategic Direction
Key Facts
Summary 3 East African Breweries Ltd: Key Facts
Competitive Positioning
Summary 4 East African Breweries Ltd: Competitive Position 2015
Kenya Wine Agencies Ltd (kwal) in Alcoholic Drinks (kenya)
Strategic Direction
Key Facts
Summary 5 Kenya Wine Agencies Ltd: Key Facts
Internet Strategy
Company Background
Competitive Positioning
Summary 6 Kenya Wine Agencies Ltd (KWAL): Competitive Position 2015
Keroche Breweries Ltd in Alcoholic Drinks (kenya)
Strategic Direction
Key Facts
Summary 7 Keroche Breweries Ltd: Key Facts
Competitive Positioning
Summary 8 Keroche Breweries Ltd: Competitive Position 2015
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Category Background
Lager Price Band Methodology
Summary 9 Lager by Price Band 2015
Table 25 Number of Breweries 2010-2015
Category Data
Table 26 Sales of Beer by Category: Total Volume 2010-2015
Table 27 Sales of Beer by Category: Total Value 2010-2015
Table 28 Sales of Beer by Category: % Total Volume Growth 2010-2015
Table 29 Sales of Beer by Category: % Total Value Growth 2010-2015
Table 30 Sales of Beer by Off-trade vs On-trade: Volume 2010-2015
Table 31 Sales of Beer by Off-trade vs On-trade: Value 2010-2015
Table 32 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015
Table 33 Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015
Table 34 GBO Company Shares of Beer: % Total Volume 2011-2015
Table 35 NBO Company Shares of Beer: % Total Volume 2011-2015
Table 36 LBN Brand Shares of Beer: % Total Volume 2012-2015
Table 37 Production, Imports and Exports of Beer: Total Volume 2009-2014
Table 38 Imports of Beer by Country of Origin: Total Volume 2009-2014
Table 39 Imports of Beer by Country of Origin: Total Value 2009-2014
Table 40 Exports of Beer by Country of Destination: Total Volume 2009-2014
Table 41 Exports of Beer by Country of Destination: Total Value 2009-2014
Table 42 Forecast Sales of Beer by Category: Total Volume 2015-2020
Table 43 Forecast Sales of Beer by Category: Total Value 2015-2020
Table 44 Forecast Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 45 Forecast Sales of Beer by Category: % Total Value Growth 2015-2020
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Category Data
Table 46 Sales of Cider/Perry: Total Volume 2010-2015
Table 47 Sales of Cider/Perry: Total Value 2010-2015
Table 48 Sales of Cider/Perry: % Total Volume Growth 2010-2015
Table 49 Sales of Cider/Perry: % Total Value Growth 2010-2015
Table 50 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2010-2015
Table 51 Sales of Cider/Perry by Off-trade vs On-trade: Value 2010-2015
Table 52 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2010-2015
Table 53 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2010-2015
Table 54 GBO Company Shares of Cider/Perry: % Total Volume 2011-2015
Table 55 NBO Company Shares of Cider/Perry: % Total Volume 2011-2015
Table 56 LBN Brand Shares of Cider/Perry: % Total Volume 2012-2015
Table 57 Production, Imports and Exports of Cider/Perry: Total Volume 2009-2014
Table 58 Imports of Cider/Perry by Country of Origin: Total Volume 2009-2014
Table 59 Imports of Cider/Perry by Country of Origin: Total Value 2009-2014
Table 60 Exports of Cider/Perry by Country of Destination: Total Volume 2009-2014
Table 61 Exports of Cider/Perry by Country of Destination: Total Value 2009-2014
Table 62 Forecast Sales of Cider/Perry: Total Volume 2015-2020
Table 63 Forecast Sales of Cider/Perry: Total Value 2015-2020
Table 64 Forecast Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 65 Forecast Sales of Cider/Perry: % Total Value Growth 2015-2020
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 66 Sales of RTDS/High-strength Premixes by Category: Total Volume 2010-2015
Table 67 Sales of RTDS/High-strength Premixes by Category: Total Value 2010-2015
Table 68 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2010-2015
Table 69 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2010-2015
Table 70 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2010-2015
Table 71 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2010-2015
Table 72 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2010-2015
Table 73 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2010-2015
Table 74 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2011-2015
Table 75 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2011-2015
Table 76 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2012-2015
Table 77 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2015-2020
Table 78 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2015-2020
Table 79 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2015-2020
Table 80 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2015-2020
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Category Data
Table 81 Sales of Spirits by Category: Total Volume 2010-2015
Table 82 Sales of Spirits by Category: Total Value 2010-2015
Table 83 Sales of Spirits by Category: % Total Volume Growth 2010-2015
Table 84 Sales of Spirits by Category: % Total Value Growth 2010-2015
Table 85 Sales of Spirits by Off-trade vs On-trade: Volume 2010-2015
Table 86 Sales of Spirits by Off-trade vs On-trade: Value 2010-2015
Table 87 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2010-2015
Table 88 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2010-2015
Table 89 GBO Company Shares of Spirits: % Total Volume 2011-2015
Table 90 NBO Company Shares of Spirits: % Total Volume 2011-2015
Table 91 LBN Brand Shares of Spirits: % Total Volume 2012-2015
Table 92 Production, Imports and Exports of Brandy and Cognac: Total Volume 2009-2014
Table 93 Production, Imports and Exports of Rum: Total Volume 2009-2014
Table 94 Production, Imports and Exports of Tequila (and Mezcal): Total Volume 2009-2014
Table 95 Production, Imports and Exports of Whiskies: Total Volume 2009-2014
Table 96 Production, Imports and Exports of Gin: Total Volume 2009-2014
Table 97 Production, Imports and Exports of Vodka: Total Volume 2009-2014
Table 98 Forecast Sales of Spirits by Category: Total Volume 2015-2020
Table 99 Forecast Sales of Spirits by Category: Total Value 2015-2020
Table 100 Forecast Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 101 Forecast Sales of Spirits by Category: % Total Value Growth 2015-2020
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Category Data
Table 102 Sales of Wine by Category: Total Volume 2010-2015
Table 103 Sales of Wine by Category: Total Value 2010-2015
Table 104 Sales of Wine by Category: % Total Volume Growth 2010-2015
Table 105 Sales of Wine by Category: % Total Value Growth 2010-2015
Table 106 Sales of Wine by Off-trade vs On-trade: Volume 2010-2015
Table 107 Sales of Wine by Off-trade vs On-trade: Value 2010-2015
Table 108 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2010-2015
Table 109 Sales of Wine by Off-trade vs On-trade: % Value Growth 2010-2015
Table 110 Production, Imports and Exports of Wine: Total Volume 2009-2014
Table 111 Imports of Wine by Country of Origin: Total Volume 2009-2014
Table 112 Imports of Wine by Country of Origin: Total Value 2009-2014
Table 113 Exports of Wine by Country of Destination: Total Volume 2009-2014
Table 114 Exports of Wine by Country of Destination: Total Value 2009-2014
Table 115 Forecast Sales of Wine by Category: Total Volume 2015-2020
Table 116 Forecast Sales of Wine by Category: Total Value 2015-2020
Table 117 Forecast Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 118 Forecast Sales of Wine by Category: % Total Value Growth 2015-2020












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