Alcoholic Drinks - Kenya

Kenya

Highlights

Revenue in the Alcoholic Drinks Market is projected to reach US$1.38m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 0.55%, resulting in a projected market volume of US$1.41m by 2029.
With a projected market volume of US$23.49bn in 2024, most revenue is generated United States.
In the Alcoholic Drinks Market, the number of users is expected to amount to 756.0k users by 2029.
User penetration will be 2.2% in 2024 and is expected to hit 2.1% by 2029.
The average revenue per user (ARPU) is expected to amount to US$2.90.

Key regions:

Definition:

The eCommerce Alcoholic Drinks market is a segment of online retail that specializes in selling various types of alcoholic beverages such as beer, wine, spirits, and mixers through electronic channels. This market includes both online retailers that exclusively sell alcoholic beverages, as well as traditional brick-and-mortar stores that have an online presence. Online sales attributable to out-of-home consumption of alcoholic beverages are not included in this market segment.

The purpose of eCommerce Alcoholic Drinks is to provide consumers with a convenient and accessible way to purchase a wide variety of alcoholic beverages from the comfort of their own homes. With the increasing popularity of online shopping and home delivery services, eCommerce has become an important sales channel for the alcoholic beverage industry.

The relevance of the eCommerce Alcoholic Drinks market lies in its ability to offer consumers a wide variety of alcoholic beverages from around the world, including rare and hard-to-find products that may not be available at local stores. Additionally, eCommerce provides consumers with access to detailed product information, reviews, and ratings to help them make informed purchasing decisions.

Examples of successful eCommerce Alcoholic Drinks businesses include Wine.com, Drizly, and Vivino, which offer a wide variety of alcoholic beverages that can be purchased online and delivered to consumers' homes. Other popular eCommerce retailers such as Amazon and Walmart also offer a selection of alcoholic beverages on their websites.

Structure:

The eCommerce market for Alcoholic Drinks consists of five different markets:

The Beer market includes fermented alcoholic beverages based on malt.
The Cider, Perry & Rice Wine market contains fruit wines such as cider (made from apples), perry (made from pear), and rice wines, such as Sake and Soju. Palm wines and similar beverages are also included. However, wines that use grapes as their base are not covered as they form part of the Wine segment.
The Spirits market comprises alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).
The Wine market includes alcoholic beverages derived from fermented grapes. This covers Still Wine, Sparkling Wine and Fortified Wine.
The Hard Seltzer market refers to the online retailing of flavored alcoholic beverages that are carbonated and typically made from malted barley.

Additional Information:

Alcoholic Drinks comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues include VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce are not included. Additional definitions can be found on each respective market page.

Key players in the market are companies like Amazon, JD, Tmall, Walmart, Taobao and Shopee.

Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Consumer Market Insights.

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

Data coverage:

Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

Modeling approach / Market size:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Statista Global Consumer Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. 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 particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.

Additional Notes:

The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.