Beer - Kenya

The Beer market in Kenya has experienced significant growth in recent years, driven by changing customer preferences, emerging trends in the market, and local special circumstances. Customer preferences in the Beer market in Kenya have shifted towards premium and craft beers, reflecting a growing demand for higher quality and more unique products. Consumers are increasingly seeking out beers that offer distinct flavors and characteristics, and are willing to pay a premium for these offerings. This shift in preferences has led to the introduction of a wide variety of craft beers in the market, as well as an increase in the availability of imported premium beers. Trends in the market include the rise of microbreweries and brewpubs, which have gained popularity among beer enthusiasts in Kenya. These establishments offer a unique and interactive beer-drinking experience, allowing customers to sample a variety of craft beers and learn about the brewing process. Additionally, there has been a growing interest in beer tourism, with beer festivals and brewery tours attracting both local and international visitors. These trends have contributed to the overall growth and development of the Beer market in Kenya. Local special circumstances, such as the presence of a large young population and a growing middle class, have also played a role in the development of the Beer market in Kenya. The country's youthful demographic is more open to trying new products and experiences, including different types of beers. Additionally, the expanding middle class has more disposable income to spend on leisure activities, including beer consumption. These factors have created a favorable environment for the growth of the Beer market in Kenya. Underlying macroeconomic factors, such as economic growth and urbanization, have further contributed to the development of the Beer market in Kenya. As the country's economy has expanded, more people have moved to urban areas, leading to an increase in the number of bars, restaurants, and entertainment venues. This has created more opportunities for beer consumption and has driven the overall demand for beer. Additionally, the growing urban population has been exposed to a wider range of beer options, leading to increased awareness and interest in different beer styles. In conclusion, the Beer market in Kenya has experienced growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards premium and craft beers, the rise of microbreweries and brewpubs, the presence of a large young population and a growing middle class, and economic growth and urbanization have all contributed to the expansion of the Beer market in Kenya.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.