Wine in Kenya

Wine continued to moderately grow with a 4% increase in volume terms in 2011. There is a perception that wine is expensive and only for middle- and upper-income consumers. This was reinforced by the rampant inflation witnessed in the country at the end of the review period, which put wine even more beyond the reach of the average consumer. However, this trend is changing as companies seek to alter this perception through print media coverage and merchandising in supermarkets.

Euromonitor International's Wine 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 (2007-2011), 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 2016 illustrate how the market is set to change.

Product coverage: Fortified Wine and Vermouth, Non-Grape Wine, Sparkling Wine, Still Light Grape 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 Wine 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 30 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 and Sydney and a network of over 600 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of contents

Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Category Data
Table 1 Sales of Wine by Category: Total Volume 2006-2011
Table 2 Sales of Wine by Category: Total Value 2006-2011
Table 3 Sales of Wine by Category: % Total Volume Growth 2006-2011
Table 4 Sales of Wine by Category: % Total Value Growth 2006-2011
Table 5 Sales of Wine by On-trade vs Off-trade Split: Volume 2006-2011
Table 6 Sales of Wine by On-trade vs Off-trade Split: Value 2006-2011
Table 7 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2006-2011
Table 8 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2006-2011
Table 9 Forecast Sales of Wine by Category: Total Volume 2011-2016
Table 10 Forecast Sales of Wine by Category: Total Value 2011-2016
Table 11 Forecast Sales of Wine by Category: % Total Volume Growth 2011-2016
Table 12 Forecast Sales of Wine by Category: % Total Value Growth 2011-2016
Executive Summary
Alcoholic Drinks Face Tough Time Due To High Inflation
Impact of Legalisation of Homemade Spirit Changa'a Not Yet Felt
East African Breweries Ltd (eabl) Still Leads Alcoholic Drinks Sales
Distribution Landscape Still Highly Fragmented
Future of Alcoholic Drinks Resilient Despite Tougher Legislation
Market Background
Legislation
Taxation and Duty Levies
Table 13 Taxation and Duty Levies on Alcoholic Drinks 2011
Table 14 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2011
Table 15 Selling Margin of a Typical Beer Brand 2011 Tusker
Table 16 Selling Margin of a Typical Wine Brand 2011 Caprice Red
Table 17 Selling Margin of a Typical Spirits Brand 2011 Johnnie Walker Red Label
Operating Environment
Contraband/parallel Trade
Duty-free
Cross-border/private Imports
Key New Product Launches
Summary 1 Key New Product Developments 2010-2011
Market Indicators
Table 18 Retail Consumer Expenditure on Alcoholic Drinks 2006-2011
Market Data
Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2006-2011
Table 20 Sales of Alcoholic Drinks by Category: Total Value 2006-2011
Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2006-2011
Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2006-2011
Table 23 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Volume 2011
Table 24 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Value 2011
Table 25 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Volume 2011
Table 26 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Value 2011
Table 27 Company Shares of Alcoholic Drinks by Global Brand Owner 2007-2011
Table 28 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2006-2011
Table 29 Off-trade Sales of Alcoholic Drinks by Category and Distribution Format: % Volume Analysis 2011
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2011-2016
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2011-2016
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2011-2016
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2011-2016
Definitions
Published Data Comparisons
Summary 2 Research Sources

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Related research categories

By sector: Wine (in Wine & Champagne)

By market: Kenya (in Africa)