The high rate of inflation seen in 2023 should gradually fall, but prices are expected to remain high in the initial years of the forecast period pushing consumers towards more affordable and, at times, counterfeit brands. The rising cost of living has prompted a shift in consumer behaviour, with consumers taking an increasing interest in cheaper alternatives as well as counterfeit brands in the market.
In recent years, there has been a steady growth in spirits consumption among female consumers in Kenya, which is fast becoming a major trend. Besides wine, which is often considered a female drink in Kenya, spirits have grown significantly to become among the go-to drinking options for women.
There has been a notable surge in demand for premium alcoholic beverages, driven by the rising spending power of consumers. With an expanding middle-class population, consumers are increasingly inclined towards higher-quality and premium spirit brands such as Martel, Azul, Hennessy etc.
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Understand the latest market trends and future growth opportunities for the Spirits 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 Spirits 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
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See All of Our DefinitionsThis report originates from Passport, our Spirits research and analysis database.
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