Non-Alcoholic Drinks - Kenya

The Non-Alcoholic Drinks market in Kenya has been experiencing significant growth in recent years.

Customer preferences: Kenyan consumers have shown a growing preference for healthier beverage options, which has contributed to the increasing demand for non-alcoholic drinks. This shift in consumer preferences can be attributed to a number of factors, including a greater awareness of the health risks associated with excessive alcohol consumption and an increasing focus on personal wellness. Additionally, the rise of social media and the influence of international trends have also played a role in shaping consumer preferences in Kenya.

Trends in the market: One of the key trends in the Non-Alcoholic Drinks market in Kenya is the growing popularity of natural and organic beverages. Consumers are increasingly seeking out drinks that are made with natural ingredients and are free from artificial additives. This trend is in line with the global movement towards healthier and more sustainable food and beverage options. As a result, companies in the Non-Alcoholic Drinks market in Kenya are introducing new products that cater to this demand, such as natural fruit juices, herbal teas, and coconut water. Another trend in the market is the increasing availability of non-alcoholic alternatives to traditional alcoholic beverages. This is particularly evident in the beer market, where there has been a rise in the production and consumption of non-alcoholic beers. This trend can be attributed to changing social norms and an increasing number of individuals who choose not to consume alcohol for various reasons. As a result, breweries in Kenya are investing in the development of non-alcoholic beer options to cater to this growing segment of the population.

Local special circumstances: Kenya has a young and growing population, with a large percentage of the population under the age of 30. This demographic group is more open to trying new and innovative beverage options, which has contributed to the growth of the Non-Alcoholic Drinks market in the country. Additionally, Kenya has a vibrant tourism industry, which has also played a role in driving the demand for non-alcoholic beverages. Tourists, particularly those from Western countries, often seek out non-alcoholic options when visiting Kenya, which has led to an increase in the availability and variety of non-alcoholic drinks in the market.

Underlying macroeconomic factors: Kenya has experienced steady economic growth in recent years, which has contributed to an increase in disposable income levels. This has allowed consumers to spend more on non-essential items, including beverages. Additionally, the government of Kenya has implemented policies to promote local manufacturing and reduce the importation of goods. This has created opportunities for local beverage manufacturers to expand their operations and meet the growing demand for non-alcoholic drinks in the country.

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 Non-Alcoholic Drinks, 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 Non-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. The market is updated twice a year.