Soft Drinks in Kenya
Euromonitor International's Soft Drinks in Kenya 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: 24 | Publication date: Jul 2006
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
Executive summary
Carbonates drives volume growth
The soft drinks market performed very well in 2005, with most of the sectors performing better than in 2004. The highest growth sector in volume terms was carbonates, though the entire market generally saw steady growth over the review period. Coca-Cola East & Central Africa Division shapes the market and seized a 73% retail volume share in 2005. Aggressive advertising and promotional activity from the multinational defined the market trend in 2005. Carbonates are the most highly favoured soft drinks products amongst local consumers. In 2005, carbonates accounted for 58% of retail volume sales of soft drinks. Kenyan consumers are as yet unaware of the health trends that are negatively affecting carbonates sales worldwide.
Off-trade versus on-trade
The most important factor affecting the market in 2005 was an increase in the production capacity of the existing large players, with several producers entering the bottled water sector, and a major investment by the market leader in the carbonates sector. Off-trade sales in the sector saw steady growth over the review period, despite the increased excise duty in 2003 that affected unit prices across the board. On-trade sales of soft drinks are relatively high, accounting for 21% of total volume sales in 2005. The reason behind this is that a lot of Kenyans do not drinks alcohol and prefer soft drinks instead on the typical night out.
Coca-Cola dominates but local players also have a strong presence
Throughout the review period, soft drinks in Kenya was shaped and driven by Coca-Cola Central & Eastern Africa Division. However, a few local players managed to gain visible market share despite the fierce competition from the multinational company. Crown Foods Ltd originally established itself in bottled water and managed to maintain a strongly established leadership at least during the early review period. But sure enough, fierce competition from Coca-Cola started to show its results by the end of 2005, when the share held by local producers slumped down.
Bright future for soft drinks
Over the forecast period, soft drinks will perform better in value terms than in volume. Nevertheless volume sales will continue rising steadily. This can be attributed to a growing population, and expected expansion of production capacity for the major players over the forecast period.
Table of contents
SOFT DRINKS IN KENYA : MARKET INSIGHT
1. EXECUTIVE SUMMARY
2. TOTAL SOFT DRINKS SALES
2.1 Market Performance
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2000-2005
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2000-2005
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2000-2005
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2000-2005
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2005
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2005
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2005
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2005
Table 9 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2005-2010
Table 10 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2005-2010
Table 11 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2005-2010
Table 12 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2005-2010
3. OFF-TRADE SOFT DRINKS SALES
3.1 Market Performance
Table 13 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2000-2005
Table 14 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2000-2005
Table 15 Off-trade Sales of Soft Drinks by Sector: Value 2000-2005
Table 16 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2000-2005
3.2 Competitive Environment
Table 17 Company Shares of Off-trade Soft Drinks by Value 2001-2005
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2002-2005
3.3 Leading Company Profile: Coca-Cola East & Central Africa Division
3.4 Leading Company Profile: Crown Foods Ltd
3.5 New Product Launches
Summary 1 Major New Product Launches 2004-2005
3.6 Off-trade Distribution
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2005
3.7 Retailer Activity and Private Label Trends
3.8 Forecast Market Performance
Table 20 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2005-2010
Table 21 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2005-2010
Table 22 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2005-2010
Table 23 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2005-2010
4. DEFINITIONS