Hot Drinks in Kazakhstan
Euromonitor International's Hot 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: 13 | Publication date: Feb 2007
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
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Executive summary
Growing affluence boosts demand for speciality and healthy teas
Outside Russia Kazakhstan is the largest of the former Soviet republics, and possesses enormous fossil fuel reserves, along with plentiful supplies of other minerals and metals. As a result the country enjoyed strong economic growth throughout the review period due to its booming energy industry. Economic reform, good harvests and growing foreign investment were also factors that contributed to consumers’ incomes rising. This enabled them to trade up to more expensive hot drinks, which boosted market growth.
Strong tradition of tea consumption in Kazakhstan
Tea accounts for the greatest proportion of hot drinks sales in Kazakhstan, being a traditional drink consumed at a social level. While black standard tea accounts for the greatest share, there was evidence of increasing interest in products with a healthy positioning in 2005, with growing sales of green and black speciality teas.
Growing interest in coffee
While sales of coffee have long been stifled by the traditional popularity of tea in Kazakhstan, 2005 saw the continuation of the review period trend towards greater coffee consumption. As a result, coffee saw the most dynamic performance in Kazakhstan’s hot drinks market in 2005, underpinned by greater affluence among urban consumers and rising demand for increasingly sophisticated products offering stimulant properties.
Trend in favour of larger outlets evident in distribution
Both tea and coffee saw a gradual shift in the channels through which consumers make their purchases, with a rise in the volume shares held by outlets such as supermarkets/hypermarkets. Vending and convenience stores also demonstrated a slight increase in volume share as urban consumers were prepared to pay a little more for convenience. However, the majority of both tea and coffee sales continued to be held by independent food stores and the others channel at the end of the review period, due to the considerable proportion of the population who live outside urban centres.
Forecast performance underpinned by increasing affluence and changing lifestyle trends
The future of the hot drinks market in Kazakhstan will be founded on improving standards of living in the country, the increasingly hectic lifestyles of those in urban areas, and the growing sophistication of the country’s population. These factors will give coffee the greatest boost, with a notable increase in sales of both instant and fresh coffee expected in coming years. While tea is likely to see its share of sales eroded by coffee, the performance of tea will nonetheless see an improvement compared with the review period as consumers take greater interest in higher value products with healthy positioning, such as aromatic, green and herbal teas.
Table of contents
HOT DRINKS IN KAZAKHSTAN : MARKET INSIGHT
1. EXECUTIVE SUMMARY
2. HOT DRINKS SALES
2.1 Market Performance
Table 1 Retail Sales of Hot Drinks by Sector: Volume 2000-2005
Table 2 Retail Sales of Hot Drinks by Sector: Value 2000-2005
Table 3 Retail Sales of Hot Drinks by Sector: % Volume Growth 2000-2005
Table 4 Retail Sales of Hot Drinks by Sector: % Value Growth 2000-2005
2.2 Competitive Environment
Table 5 Hot Drinks Company Shares by Retail Value 2001-2005
Table 6 Hot Drinks Brand Shares by Retail Value 2002-2005
2.3 Leading Company Profile: Tealand Company
2.4 Leading Company Profile: Almaty Tea LLP
2.5 New Product Launches
Summary 1 Major New Product Launches 2004-2006
2.6 Retail Distribution
Table 7 Retail Sales of Hot Drinks by Distribution Format: % Analysis 2000/2005
Table 8 Retail Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2005
2.7 Retailer Activity and Private Label Trends
2.8 Forecast Market Performance
Table 9 Forecast Retail Sales of Hot Drinks by Sector: Volume 2005-2010
Table 10 Forecast Retail Sales of Hot Drinks by Sector: Value 2005-2010
Table 11 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2005-2010
Table 12 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2005-2010
3. DEFINITIONS