Beer in Kenya

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