Soft Drinks in Kazakhstan

January 2024 | 70 pages | ID: S1ED7D8A4E5EN
Euromonitor International Ltd

Abstracts

Soft drinks in Kazakhstan recorded positive growth in 2023, maintaining its upwards trajectory in both volume and value terms. The general drivers of growth for all categories include population growth, especially among the younger demographic, increased per capita consumption due to the development of modern retail, and distribution improvements. Only concentrates registered minimal volume growth in the year as most consumers prefer more convenient RTD soft drinks, there is a shrinking consumer...

Euromonitor International's Soft Drinks in Kazakhstan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2019-2023), 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, packaging or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Soft Drinks 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 40 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, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Contents

Soft Drinks in Kazakhstan
Euromonitor International
May 2024

LIST OF CONTENTS AND TABLES

SOFT DRINKS IN KAZAKHSTAN
EXECUTIVE SUMMARY
Soft drinks in 2023: The big picture

2023 KEY TRENDS

Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2023
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2023
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2023
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2023
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Population expansion and modern retail development support growth in 2023
Rising demand for mojito-flavoured carbonates
Coca-Cola maintains its dominance in 2023
PROSPECTS AND OPPORTUNITIES
Further growth driven by expansion of modern retail and population growth
Competition from RTD tea and flavoured bottled water
Introduction of a sugar tax?
CATEGORY DATA
Table 31 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 32 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 33 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 34 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 35 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 36 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 37 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 38 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 39 Sales of Carbonates by Total Fountain On-trade: Volume 2018-2023
Table 40 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2018-2023
Table 41 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 42 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 43 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 44 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 45 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 46 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 47 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 48 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
Table 49 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2023-2028
Table 50 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2023-2028
JUICE IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Juice drinks benefit from their affordability and flavour options
Popularity of juice drinks impacts nectars
Coca-Cola and RG Brands lead thanks to their wide product portfolios and brand recognition
PROSPECTS AND OPPORTUNITIES
Moderate volume growth of a mature product area
High prices and competition from other beverages hamper growth of 100% juice
Innovation to keep consumers interested
CATEGORY DATA
Table 51 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 52 Off-trade Sales of Juice by Category: Value 2018-2023
Table 53 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 54 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 55 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 56 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 57 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 58 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 59 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 60 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 61 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 62 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028
BOTTLED WATER IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Low quality tap water and rising health consciousness drive growth in 2023
Success of ASU benefits the entire category
Bulk water continues to thrive
PROSPECTS AND OPPORTUNITIES
Further growth as the culture of water consumption gains momentum
Potential of niche categories
Vending machine trend expected to continue
CATEGORY DATA
Table 63 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 64 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 65 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 66 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 67 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 68 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 69 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 70 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 71 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 72 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 73 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 74 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028
SPORTS DRINKS IN KAZAKHSTAN

2023 DEVELOPMENTS

ENERGY DRINKS IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Slowed growth in 2023 due to negative media coverage
Setback impacts sales during the peak summer period
Gorilla maintains its lead thanks to affordable pricing, wide distribution and flavour variety
PROSPECTS AND OPPORTUNITIES
Slowed growth due to saturation
Energy drinks could face increasing competition from RTD coffee and other drinks with added energy benefits
Little thirst for reduced sugar variants
CATEGORY DATA
Table 75 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 76 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 77 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 78 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 79 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 80 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 81 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 82 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 83 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 84 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 85 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 86 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028
CONCENTRATES IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Concentrates have limited appeal in Kazakhstan
Preference of RTD drinks leaves little space for the expansion of liquid concentrates
Ideal Kaz Trade continues to dominate
PROSPECTS AND OPPORTUNITIES
Minimal growth due to limited interest and a shrinking consumer base
Demand for drinks offering health benefits
Focus on convenience
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 87 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 88 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 89 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 90 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 91 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2019-2023
Table 92 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 93 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 94 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 95 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 96 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 97 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 98 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 99 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 100 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 101 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 102 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028
RTD TEA IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Further double-digit growth in 2023
Reduced sugar variants still unpopular
Galanz Bottlers remains the top player in RTD tea
PROSPECTS AND OPPORTUNITIES
Population growth and flavour innovation to drive further double-digit growth
RTD tea’s association as being a healthier soft drink will further support sales
Carbonated RTD tea will remain undeveloped
CATEGORY DATA
Table 103 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 104 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 105 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 106 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 107 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 108 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 109 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 111 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 112 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 113 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 114 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028
RTD COFFEE IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Affordability and growing coffee culture support further growth in 2023
Coffee shops drive sales
Food Empire Holdings and Lotte Group lead in 2023
PROSPECTS AND OPPORTUNITIES
Rising coffee culture and promotions will ensure future healthy growth
RTD coffee growth driven by younger generation
No changes to the competitive landscape expected
CATEGORY DATA
Table 115 Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 116 Off-trade Sales of RTD Coffee: Value 2018-2023
Table 117 Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 118 Off-trade Sales of RTD Coffee: % Value Growth 2018-2023
Table 119 NBO Company Shares of Off-trade RTD Coffee: % Volume 2019-2023
Table 120 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2020-2023
Table 121 NBO Company Shares of Off-trade RTD Coffee: % Value 2019-2023
Table 122 LBN Brand Shares of Off-trade RTD Coffee: % Value 2020-2023
Table 123 Forecast Off-trade Sales of RTD Coffee: Volume 2023-2028
Table 124 Forecast Off-trade Sales of RTD Coffee: Value 2023-2028
Table 125 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2023-2028
Table 126 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2023-2028