Market Forecast By Types (Beer, Spirit, Wine), By Packaging (Plastic Bottles, Glass Bottles, Cans), By Distribution Channels (Hypermarkets/Supermarkets, Online Retail Stores, Specialty Stores, Restaurants/Bars) and competitive landscape
Product Code: ETC002418 | Publication Date: Feb 2023 | Updated Date: Nov 2023 | Product Type: Report | |
Publisher: 6Wresearch | No. of Pages: 70 | No. of Figures: 35 | No. of Tables: 5 | |
Kenya Alcoholic Beverage Market registered a growth of 8.93% in value shipments in 2021 as compared to 2020 and a decrease of -10.34% CAGR in 2021 over a period of 2017. In Alcoholic Beverage Market Kenya is becoming less competitive as HHI index in 2021 was 4831 while in 2017 it was 2370. Herfindahl Index measures the competitiveness of exporting countries. The range lies from 0 to 10000, where a lower index number represents a larger number of players or exporting countries in the market while a large index number means less numbers of players or countries exporting in the market.
Kenya has reportedly relied more on imports to meet its growing demand in Alcoholic Beverage Market. Kenya is unable to meet its increasing needs of this product with domestic production hence we see the trend is shifting towards import shipment to meet its demand The import factor of Alcoholic Beverage Market in 2021 was 25.63 while in 2017 it was 7.47. Uganda, Mauritius, United Rep. of Tanzania, South Africa and Spain were among the top players of the market in 2021, where Uganda acquired the largest market share of 65.64% with a shipment value of 6.93 million USD in 2022 Uganda also offered the product above the average market price, but remained at the leadership position indicating the trust it holds in the Alcoholic Beverage Market. In 2017 Mauritius had the largest market share of 33.33% with the shipment value of 5.58 million USD. The country was offering its product with an average price which is higher than the average market price offered in the country. Although Mauritius offers its product above the market average price, it remained at the leadership position indicating the brand value it holds in the Kenya Alcoholic Beverage Market in 2017.
Kenya Alcoholic Beverage Market has observed various developments over the years. For instance, the growing demand for premium and speciality drinks is the major development of the market. The growing middle-class population in Kenya is driving the demand for premium and speciality alcoholic beverages. The growing demand for premium beverages makes the market competitive along with new players entering the market. Also, the companies are heavily investing in improving their distribution networks and marketing strategies to reach a wide customer base. Moreover, there is a growing trend towards healthier alcoholic beverages, such as low-alcohol and alcohol-free options, driven by health concerns and changing consumer preferences.
Companies are focusing on sustainability in their operations, such as reducing waste and using eco-friendly packaging, to appeal to environmentally conscious consumers. Apart from this, the major companies are intensifying their production capacity to meet the growing demand for alcoholic beverages in Kenya which in turn drives the Alcoholic Beverage Industry in Kenya. Moreover, companies are investing in the development of new and innovative products to remain competitive and cater to changing consumer preferences. Diversification of product portfolio: Companies are diversifying their product portfolio to include non-alcoholic beverages and healthy options to appeal to a wider range of customers.
Kenya Alcoholic Beverage market is expected to witness growth during the forecast period 2020-26F owing to the growing number of prosperous young adults gaining interest in alcohol consumption coupled with the premiumization of beer, wine, and other light alcohol-based beverages in the country. However, the spread of the COVID-19 virus is leading to declining in the alcoholic beverage industry in the country in the first few months of 2020 on the back of a complete lockdown in the country along with a ban on the sales of alcoholic beverages which would restrain the market growth of Kenya Alcoholic Beverage market during the year 2020.
According to 6Wresearch, Kenya Alcoholic Beverage Market is anticipated to witness growth during the forecast period 2020-26F. On the basis of distribution channels, online retailing is anticipated to dominate the overall Kenya alcoholic beverage market on the back of the proliferation of online retailers coupled with increased investment in the e-commerce industry. Also, rising efforts of the East-African breweries along with Kenya’s online retailers to boost their sales volume are anticipated to spur the sales of alcoholic beverages in Kenya in the coming years.
On the basis of types, spirits are expected to register the highest growth rate in the overall Kenya alcoholic beverage market in the coming years owing to increased consumer spending by the natives of the country on leisure and entertainment, along with the rising popularity of quality dining at bars, pubs, and restaurants. Moreover, factors such as rapid urbanization in the country coupled with an increase in the middle-class population and emerging tastes and preferences of women as well as a youth for wine, rum, and vodka are anticipated to proliferate the market growth of Kenya alcoholic beverage market during the forecast period.
The Kenya Alcoholic Beverage report thoroughly covers the market by Types, Packaging, and Distribution Channels. Kenya Alcoholic Beverage outlook report provides an unbiased and detailed analysis of the ongoing Kenya Alcoholic Beverage trends, opportunities/high growth areas, and market drivers which would help the stakeholders to devise and align their market strategies accordingly to the current and future market dynamics.
Kenya Alcoholic Beverage market is expected to witness growth during the forecast period 2020-26F owing to the growing number of prosperous young adults gaining interest in alcohol consumption coupled with the premiumization of beer, wine, and other light alcohol-based beverages in the country. On the basis of types, spirits are expected to register the highest growth rate in the overall Kenya alcoholic beverage market in the coming years owing to increased consumer spending by the natives of the country on leisure and entertainment which includes most of the time spending on quality dining at bars, pubs, and restaurants. Moreover, rapid urbanization in the country coupled with an increase in the middle-class population spending along with emerging tastes and preferences of women as well as youth towards wine, rum, and vodka are anticipated to proliferate the market growth of Kenya alcoholic beverage market during the forecast period.
Kenya Alcoholic Beverage Market is anticipated to register growth during the projected period 2020-26F on the back of rising consumer preference and sales of premium alcoholic drinks. Moreover, increasing discretionary spending on alcohol in developed countries across the region is expected to propel the alcoholic beverage market in APAC in the coming years. Also, the rising prevalence of the novel coronavirus is anticipated to be another major growth factor to drive the significant revenue growth of the Kenya alcoholic beverage market in the coming years as a result of an increased need for hand sanitisers and the government of the developed and developing economies across the region is instigating the makers of the alcoholic beverages to beef up the production lines as alcohol is an active ingredient used for the preparation of sanitisers to alleviate the entering of the virus into the human system and is anticipated to assist the Kenya alcoholic beverage market gain huge growth potential in the coming timeframe.
The COVID-19 pandemic has had a significant impact on the Alcoholic Beverage Market in Kenya. The closure of bars, restaurants, and other social gathering places has reduced the demand for alcoholic beverages. Moreover, the pandemic has caused disruptions in the supply chain, leading to shortages of raw materials, and other inputs required for alcohol production. The reduced demand and supply chain disruptions have led to a decrease in alcohol production. Further, many consumers are now purchasing alcoholic beverages online. This has led to an increase in online sales, which may continue to grow even after the pandemic. Overall, the COVID-19 pandemic has had a negative impact on the alcoholic beverage market in Kenya.
The Kenya Alcoholic Beverage Market report provides a detailed analysis of the following market segments:
1. Executive Summary |
2. Introduction |
2.1. Report Description |
2.2. Key Highlights of The Report |
2.3. Market Scope & Segmentation |
2.4. Research Methodology |
2.5. Assumptions |
3. Kenya Alcoholic Beverage Market Overview |
3.1. Kenya Alcoholic Beverage Market Revenues, 2016-2026F |
3.2. Kenya Alcoholic Beverage Market Revenue Share, By Types, 2019 & 2026F |
3.3. Kenya Alcoholic Beverage Market Revenue Share, By Packaging, 2019 & 2026F |
3.4. Kenya Alcoholic Beverage Market Revenue Share, By Distribution Channels, 2019 & 2026F |
3.5. Kenya Alcoholic Beverage Market Revenue Share, By Countries, 2019 & 2026F |
3.6. Kenya Alcoholic Beverage Market Industry Life Cycle |
3.7. Kenya Alcoholic Beverage Market- Porter’s Five Forces |
4. Kenya Alcoholic Beverage Market Dynamics |
4.1. Impact Analysis |
4.2. Market Drivers |
4.3. Market Restraints |
5. Kenya Alcoholic Beverage Market Trends |
6. Kenya Alcoholic Beverage Market Overview, By Types |
6.1. Kenya Alcoholic Beverage Market Revenues, By Beer, 2016-2026F |
6.2. Kenya Alcoholic Beverage Market Revenues, By Spirits, 2016-2026F |
6.3. Kenya Alcoholic Beverage Market Revenues, By Wine, 2016-2026F |
7. Kenya Alcoholic Beverage Market Overview, By Packaging |
7.1. Kenya Alcoholic Beverage Market Revenues, By Tins, 2016-2026F |
7.2. Kenya Alcoholic Beverage Market Revenues, By Glass Bottles, 2016-2026F |
7.3. Kenya Alcoholic Beverage Market Revenues, By Plastic Bottles, 2016-2026F |
8. Kenya Alcoholic Beverage Market Overview, By Distribution Channels |
8.1. Kenya Alcoholic Beverage Market Revenues, By Online Retailers, 2016-2026F |
8.2. Kenya Alcoholic Beverage Market Revenues, By Specialty Stores, 2016-2026F |
8.3. Kenya Alcoholic Beverage Market Revenues, By Hypermarkets/Supermarkets, 2016-2026F |
8.4. Kenya Alcoholic Beverage Market Revenues, By Restaurants/Bars, 2016-2026F |
9. Kenya Alcoholic Beverage Market Overview, By Region |
9.1. Kenya Alcoholic Beverage Market Revenues, By Region, 2016-2026F |
9.2. Kenya Alcoholic Beverage Market Volume, By Region, 2016-2026F |
10. Kenya Alcoholic Beverage Market Key Performance Indicators |
11. Kenya Alcoholic Beverage Market Opportunity Assessment |
11.1. Kenya Alcoholic Beverage Market, Opportunity Assessment, By Equipment, 2025F |
11.2. Kenya Alcoholic Beverage Market, Opportunity Assessment, By Region, 2025F |
12. Kenya Alcoholic Beverage Market Competitive Landscape |
12.1. Kenya Alcoholic Beverage Market Competitive Benchmarking, By Equipment |
12.2. Kenya Alcoholic Beverage Market Revenue Share, By Company, 2019 |
13. Company Profiles |
14. Key Strategic Recommendations |
15. Disclaimer |