Beer consumption continued to rise in 2019, boosted by higher disposable incomes, urbanisation and a growing population of young adults, including millennials. As domestic demand remained strong in Kenya, the growing middle class population encouraged more international brands to enter the country. The expansion of a more affluent consumer base also saw the further development of e-commerce, which played a growing role in off-trade sales, not least due to the discounts on international brands du...
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 (2015-2019), 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 2024 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.
Beer in Kenya
Euromonitor International
September 2020
List OF CONTENTS AND TABLES
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 1 Lager by Price Band 2019
Table 1 Number of Breweries 2014-2019
CATEGORY DATA
Table 2 Sales of Beer by Category: Total Volume 2014-2019
Table 3 Sales of Beer by Category: Total Value 2014-2019
Table 4 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 5 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 10 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 11 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 12 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 13 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 14 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024
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 17 Number of On-trade Establishments by Type 2014-2019
TAXATION AND DUTY LEVIES
Summary 2 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 18 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019
MARKET DATA
Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 20 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 27 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 28 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 29 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 3 Research Sources
Overview of the Global Cannabis-Infused Beer Market:
The report discusses everything a marketer requires before investing in the global Cannabis-Infused Beer Market during the forecast period 2023-2030. It provides ...
Asia Pacific craft beer market will grow by 11.7% annually with a total addressable market cap of $577.1 billion over 2023-2032, driven by the rising demand for low-alcoholic beverages, increasing number of health-conscious consumers, the rising disposable income coupled with growing awareness perta...
Europe craft beer market was valued at $44.4 billion in 2022 and will grow by 9.7% annually over 2022-2032, driven by the rising demand for low-alcoholic beverages, increasing number of health-conscious consumers, the rising disposable income coupled with growing awareness pertaining to wide range o...
North America craft beer market is projected to grow by 9.5% annually in the forecast period and reach $125.2 billion by 2032, driven by the rising demand for low-alcoholic beverages, increasing number of health-conscious consumers, the rising disposable income coupled with growing awareness pertain...
Global craft beer market will reach $374.8 billion by 2032, growing by 10.1% annually over 2022-2032, driven by the rising demand for low-alcoholic beverages, increasing number of health-conscious consumers, the rising disposable income coupled with growing awareness pertaining to wide range of flav...
Overview of the Global Draft Beer Systems Market:
The report discusses everything a marketer requires before investing in the global Draft Beer Systems Market during the forecast period 2023-2030. It provides detail...
The global Steel Beer Keg market is expected to reach US$ XX Million by 2028, with a CAGR of XX% from 2023 to 2028, based on HNY Research newly published report.
The prime objective of this report is to provide the insights on the post COVID-19 impact which will help market players in this field...
The global Beer Yeast Powder market is expected to reach US$ XX Million by 2028, with a CAGR of XX% from 2023 to 2028, based on HNY Research newly published report.
The prime objective of this report is to provide the insights on the post COVID-19 impact which will help market players in this fi...
The global Beer Enzymes market is expected to reach US$ XX Million by 2028, with a CAGR of XX% from 2023 to 2028, based on HNY Research newly published report.
The prime objective of this report is to provide the insights on the post COVID-19 impact which will help market players in this field e...
Overview of the Global Draft Beer Equipment Market:
The report discusses everything a marketer requires before investing in the global Draft Beer Equipment Market during the forecast period 2023-2030. It provides de...