PROSPECTS AND OPPORTUNITIES
RTDs reach degree of maturity
RTDs will register volume growth over the forecast period, though growth will be lower than over the review period, as RTDs reach a degree of maturity. Over the forecast period, volume sales will be underpinned by a confluence of evolving consumer preferences and strategic developments.
Further development in local brands with local ingredients
An emerging trend will be the addition of local ingredients in locally-made RTDs. This approach will leverage the familiarity of popular fruits and flavours to create RTDs that resonate with local sensibilities.
RTDs growing in popularity among Nairobi’s Gen Z
RTDs will continue to be popular among Nairobi’s Gen Z, that is consumers under 30-years-of-age. Their convenience, affordability, and variety of flavours appeals to this consumer segment.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTDs industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The RTDs in Kenya report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTDs in Kenya?
- Where is consumer demand for RTDs focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Kenya?
- How are products distributed in Kenya?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Rtds in Kenya - Category analysis
KEY DATA FINDINGS
Degree of maturity hits RTDs
Innovation and natural ingredients increase competition in Kenya’s RTD Market.
On-trade accounts for over half of volume sales
RTDs reach degree of maturity
Further development in local brands with local ingredients
RTDs growing in popularity among Nairobi’s Gen Z
Alcoholic Drinks in Kenya - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age.
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our RTDs research and analysis database.
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