Soft Drinks in Kazakhstan
Euromonitor International's Soft 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: 128 | Publication date: Mar 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Continued growth in soft drinks
Soft drinks demonstrated continued growth over the review period, although a number of categories started to show signs of impact from the financial crisis that affected Kazakhstan in 2007 and continued in 2008. However, some new products appeared in soft drinks over the review period, leading to the availability of a greater variety of soft drinks in different packaging, flavours and price segments. This has also contributed to the increased popularity of soft drinks amongst the Kazakh population.
RTD tea and lemonade/lime are among the fastest growing categories
RTD tea benefited from new product launches by several soft drinks producers. The category demonstrated the strongest value sales growth among soft drinks over the review period. The shift to value-added drinks (RTD tea is treated as such) continued to be a key driver behind the category’s performance.
Carbonates continued to witness a boost in consumer demand for non juice-based lemonade/lime towards the endo of the review period. Known as a drink for children and made to a traditional Soviet recipe, non juice-based lemonade/lime enjoys popularity and is the beverage of choice for a growing number of Kazakh consumers, regardless of age and sex. Lemonade/lime is perceived as being the healthiest among the carbonates and a large number of operators responded to market sentiment and started to produce their versions.
Market leaders maintained their positions in 2008
Historically established leaders with major shares (Coca-Cola Almaty Bottlers in carbonates, RG Brands AO in fruit/vegetable juice and Alex ZAO in bottled water) maintained their leading positions in 2008. However, because of increasing competition, they were forced to put more effort into advertising and promotion in order to retain their shares. Companies introducing new brands tended to apply more active and aggressive advertising strategies. The positive competitive environment has allowed local as well as multinational companies to grow in the Kazakhstan market.
Trends favoured larger distribution outlets
All types of soft drinks saw a gradual shift in the channels through which consumers make their purchases over the review period, with a rise in the volume share held by supermarkets/hypermarkets. Vending and convenience stores also demonstrated a slight increase in volume share as consumers’ income levels grew and urban consumers were prepared to pay more for convenience. As a result, the majority of soft drinks sales in urban areas were accounted for by supermarkets/hypermarkets, open markets and small grocery retailers whereas sales outside urban areas were mainly generated by small grocery retailers and other channels.
Slowdown expected in 2009
A significant slowing of the growth rate for soft drinks is expected in 2009 and into the forecast period. This will be caused by an exacerbation of the country’s financial crisis, the effects of which are likely to be felt most sharply in 2009. Although the government of Kazakhstan supports and is even expanding social programmes, companies have already initiated job and salary cuts. Within soft drinks, the categories to see the greatest impact will be bottled water and carbonates, where manufacturers have already seen a slump in sales late in 2008. However, the nostalgia trend seen in soft drinks is expected to continue, resulting in growing consumption of traditional lemonade/lime, as well as kvas, which falls under the other non-cola carbonates category.
Table of contents
SOFT DRINKS IN KAZAKHSTAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Continued growth in soft drinks
RTD tea and lemonade/lime are among the fastest growing categories
Market leaders maintained their positions in 2008
Trends favoured larger distribution outlets
Slowdown expected in 2009
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 4 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 5 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 6 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 7 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 8 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 9 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 10 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 11 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 12 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 13 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 14 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 15 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 16 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 17 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 18 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 19 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 20 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 21 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 22 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
Table 23 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 24 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 25 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 26 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 27 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
APPENDIX
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 32 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 34 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 35 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Summary - Research Sources
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 36 Sales of Bottled Water to Institutional Channel 2003-2008
Sector Data
Table 37 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 38 Off-trade Sales of Bottled Water: Value 2003-2008
Table 39 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 40 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 41 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 42 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 43 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 44 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 45 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 46 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 47 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 48 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
SECTOR APPENDIX
Concentrates Conversions
Table 49 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Sector Data
Table 50 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 51 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 52 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 53 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 54 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 55 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 56 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 57 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 58 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
Table 59 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
LOCAL COMPANY PROFILES - KAZAKHSTAN
CASPIAN BEVERAGE HOLDING JSC - SOFT DRINKS - KAZAKHSTAN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Summary - Caspian Beverage Holding JSC: Key Facts
Summary 3 Summary - Caspian Beverage HoldingJSC: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Summary - Caspian Beverage Holding JSC: Competitive Position 2008
RG BRANDS AO - SOFT DRINKS - KAZAKHSTAN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Summary - RG Brands AO: Key Facts
Summary 6 Summary - RG Brands AO: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Summary - RG Brands AO: Competitive Position 2008
CARBONATES IN KAZAKHSTAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
Table 61 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 62 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 63 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 64 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 65 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 66 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 67 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 68 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 69 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 70 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 71 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 72 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 73 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 74 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 75 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
FRUIT/VEGETABLE JUICE IN KAZAKHSTAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 76 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 77 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 78 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 79 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 80 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 81 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 82 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 83 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 84 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 85 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 86 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 87 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN KAZAKHSTAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
FUNCTIONAL DRINKS IN KAZAKHSTAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 88 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 89 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 90 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 91 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 92 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
Table 97 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
CONCENTRATES IN KAZAKHSTAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
RTD TEA IN KAZAKHSTAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 99 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 100 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 101 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 102 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 103 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 104 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 105 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 106 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 107 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
Table 108 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 109 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
RTD COFFEE IN KAZAKHSTAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 110 Off-trade Sales of RTD Coffee: Volume 2004-2008
Table 111 Off-trade Sales of RTD Coffee: Value 2004-2008
Table 112 Off-trade Sales of RTD Coffee: % Volume Growth 2004-2008
Table 113 Off-trade Sales of RTD Coffee: % Value Growth 2004-2008
Table 114 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 115 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 116 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 117 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 118 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 119 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 120 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 121 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013