Alcoholic Drinks in Kazakhstan
Euromonitor International's Alcoholic Drinks in Kazakhstan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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 new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 170 | Publication date: Feb 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks market continues to grow
In 2008, the alcoholic drinks market in Kazakhstan grew at a similar rate to the previous year. Despite difficulties with the advertising of alcoholic drinks, beer and whisk(e)y are enjoying significant volume sales growth in both the off-trade and the on-trade. The development of high-end restaurants and bars and the growing popularity of supermarkets are some of the main reasons behind the expansion of the alcoholic drinks market on the sales side, while important factors on the buying side seem to be the “cool factor” associated with drinking whisk(e)y and other novel drinks, as well as the affordable cost of many new drinks.
Food price inflation also affecting alcoholic drinks prices
At the end of 2007 and the beginning of 2008 food prices rose significantly all over Kazakhstan. Despite the government’s attempts to stabilise prices, such as regulating the price of bread by banning the export of wheat, food prices remain high, and alcoholic drinks have also seen price rises. The fact that production costs rose resulted in lower profits for manufacturers, forcing them to raise their prices for alcoholic drinks and lowering their output, as was the case with local wine producers.
Competing on “strength” and “style”
While Kazakhs enjoy a variety of drinks, choice of drink often rests on a consumer’s preference for either “strength” or “style”. When “strength” is of importance, consumers buy or order drinks with a high alcohol content, which tend to be of Russian and local origin; when “style” or “classiness” is of importance, drinks from Western Europe and South America have a distinct advantage over their local competitors. In 2008, this tendency was especially noticeable in beer and spirits, where some brands emerged that tried to combine strength with style.
Alcoholic drinks mostly bought in supermarkets and bars
In recent years, including 2008, Kazakhstan’s large cities, such as Almaty, Astana, Karaganda, Atyrau and Shymkent, witnessed considerable growth in the number of supermarkets and bars. These have become primary places for alcoholic drinks consumers to buy or order such products. In Almaty, supermarkets such as “Stolichniy”, “Gros”, “Ramstor” and “SM Market” displayed a variety of alcoholic drinks, both cheap and expensive. In addition, there was a clear trend of specialisation among bars, some of which, such as the “Staut” network of beerhouses, specialise in beer, whereas others, such as “29”, place an emphasis on the spirits that they offer along with a variety of hookahs. Nevertheless, in all of these places one can easily find any drink one desires.
Future of the alcoholic drinks market depends on the economy and politics
Between 2008 and 2013 it can be expected that the alcoholic drinks market will keep growing, but it is doubtful that any positive significant deviations from average growth rates will be observed, considering that Kazakhstan experienced a severe credit crunch and the unemployment rate seems to be going up. Nevertheless, new brands are entering the market – and local consumers welcome new products.
Table of contents
ALCOHOLIC DRINKS IN KAZAKHSTAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks market continues to grow
Food price inflation also affecting alcoholic drinks prices
Competing on “strength” and “style”
Alcoholic drinks mostly bought in supermarkets and bars
Future of the alcoholic drinks market depends on the economy and politics
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Beer Brand 2008 – Tyan Shan
Table 4 Selling Margin of a Typical Wine Brand 2008 – Kakhetinskaya Dolina
Table 5 Selling Margin of a Typical Spirits Brand 2008 – Smirnoff
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private imports
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
BEER
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 22 Sales of Beer by Subsector: Total Volume 2003-2008
Table 23 Sales of Beer by Subsector: Total Value 2003-2008
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 31 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Value 2002-2007
Table 33 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 34 Beer Imports by Country of Origin: Total Value 2002-2007
Table 35 Company Shares of Beer by National Brand Owner 2003-2007
Table 36 Company Shares of Beer by Global Brand Owner 2003-2007
Table 37 Brand Shares of Beer 2004-2007
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 39 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
WINE
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 42 Sales of Wine by Subsector: Total Volume 2003-2008
Table 43 Sales of Wine by Subsector: Total Value 2003-2008
Table 44 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 45 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 46 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 47 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 48 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 49 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 50 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 51 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 52 Wine Exports by Country of Destination: Total Value 2002-2007
Table 53 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 54 Wine Imports by Country of Origin: Total Value 2002-2007
Table 55 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 56 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 57 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 58 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 59 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 60 Sales of Spirits by Subsector: Total Value 2003-2008
Table 61 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 62 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 63 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 64 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 65 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 66 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 67 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 68 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 69 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 70 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 71 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 72 Company Shares of Spirits by National Brand Owner 2003-2007
Table 73 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 74 Brand Shares of Spirits 2004-2007
Table 75 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 76 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 77 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 78 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013
BAHUS JSC
Strategic Direction
Key Facts
Summary 2 Bahus JSC: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Bahus JSC: Competitive Position 2007
SHYMKENT PIVO CJSC
Strategic Direction
Key Facts
Summary 4 Shymkent Pivo CJSC: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Shymkent Pivo CJSC: Competitive Position 2007
WIMPEX LTD
Strategic Direction
Key Facts
Summary 6 Wimpex Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 7 Wimpex Ltd: Competitive Position 2007
ALCOHOLIC DRINKS IN KAZAKHSTAN
EXECUTIVE SUMMARY
Alcoholic drinks market continues to grow
Food price inflation also affecting alcoholic drinks prices
Competing on “strength” and “style”
Alcoholic drinks mostly bought in supermarkets and bars
Future of the alcoholic drinks market depends on the economy and politics
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 79 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 80 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 81 Selling Margin of a Typical Beer Brand 2008 – Tyan Shan
Table 82 Selling Margin of a Typical Wine Brand 2008 – Kakhetinskaya Dolina
Table 83 Selling Margin of a Typical Spirits Brand 2008 – Smirnoff
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private imports
MARKET INDICATORS
Table 84 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 85 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 86 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 87 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 88 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 89 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 90 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 91 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 92 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 93 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 94 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 95 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 96 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 97 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 98 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 99 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 8 Summary - Research Sources
LOCAL COMPANY PROFILES - KAZAKHSTAN
BAHUS JSC - ALCOHOLIC DRINKS - KAZAKHSTAN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Summary - Bahus JSC: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Summary - Bahus JSC: Competitive Position 2007
SHYMKENT PIVO CJSC - ALCOHOLIC DRINKS - KAZAKHSTAN
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Summary - Shymkent Pivo CJSC: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Summary - Shymkent Pivo CJSC: Competitive Position 2007
WIMPEX LTD - ALCOHOLIC DRINKS - KAZAKHSTAN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Summary - Wimpex Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Summary - Wimpex Ltd: Competitive Position 2007
BEER IN KAZAKHSTAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 100 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 101 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 102 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 103 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 104 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 105 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 106 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 107 Beer Exports by Country of Destination: Total Value 2002-2007
Table 108 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 109 Beer Imports by Country of Origin: Total Value 2002-2007
Table 110 Company Shares of Beer by National Brand Owner 2003-2007
Table 111 Company Shares of Beer by Global Brand Owner 2003-2007
Table 112 Brand Shares of Beer 2004-2007
Table 113 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 114 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 115 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 116 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
Table 117 Sales of Beer by Subsector: Total Volume 2003-2008
Table 118 Sales of Beer by Subsector: Total Value 2003-2008
Table 119 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
WINE IN KAZAKHSTAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 120 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 121 Wine Exports by Country of Destination: Total Value 2002-2007
Table 122 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 123 Wine Imports by Country of Origin: Total Value 2002-2007
Table 124 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 125 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 126 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 127 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
Table 128 Sales of Wine by Subsector: Total Volume 2003-2008
Table 129 Sales of Wine by Subsector: Total Value 2003-2008
Table 130 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 131 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 132 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 133 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 134 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 135 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 136 Wine Production, Imports and Exports: Total Volume 2002-2007
SPIRITS IN KAZAKHSTAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 137 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013
Table 138 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 139 Sales of Spirits by Subsector: Total Value 2003-2008
Table 140 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 141 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 142 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 143 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 144 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 145 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 146 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 147 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 148 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 149 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 150 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 151 Company Shares of Spirits by National Brand Owner 2003-2007
Table 152 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 153 Brand Shares of Spirits 2004-2007
Table 154 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 155 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 156 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013