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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.
Tables: 105 | Publication date: Apr 2008
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
Carbonates dominates volume growth despite stiff competition
Sales of carbonates continued to rise as taxes were reduced. However, growth can also be attributed to strong marketing campaigns as well as a developing economy. Bottled water, on the other hand, faced increased taxation during the review period, which resulted in a price increase. Nonetheless, despite the high prices, bottled water continued to grow due to consumer preference. Fresh fruit juice also registered high growth as consumers turned to drinks which are perceived to be healthier.
Consumer trends lead to greater health-consciousness
Consumers have become more health conscious in selecting their preferred soft drink. Carbonates was the hardest hit by this trend as consumers became increasingly aware of the negative effects of high sugar levels and the statistics that link carbonates to obesity. Carbonates also received some bad publicity over the review period, particularly Coca-Cola, which was linked to its bleaching effects when poured into sinks. This had a negative effect on sales, although growth remained solid.
Coca-Cola continues to dominate the soft drinks industry
Coca-Cola remained the outright leader in soft drinks in Kenya although local companies such as Crown Foods also achieved a sizeable market share. The fresh fruit juice sector recorded further growth during the review period as consumers became more health conscious. However, mineral water faced unfair competition from unlicensed bottled water companies which distribute their low-priced products through local kiosks or dukas. Mineral water also had to compete with water purifying products such as Water Guard, which are much cheaper and fairly effective.
Off-trade maintains its dominance
Most types of soft drinks recorded high sales in off-trade channels while some were hardly distributed in on-trade channels, even by the end of the review period. There are two major off-trade channels in the country: Uchumi and Nakumatt supermarkets whose outlets are located throughout the country. In addition, carbonates manufacturing companies also have distribution points managed by private individuals in housing estates, extending their network of distributors even further.
Soft drinks expected to increase in volume sales as the economy grows
Projections indicate continued growth for all types of soft drinks during the 2007-2012 forecast period with fresh fruit drinks exhibiting tremendous volume growth. In addition to the increased purchasing power for consumers, companies are expected to introduce new products that will increase sales. Companies are also expected to focus on strong marketing promotions such as advertisements, road shows and even sampling of new products, thus creating awareness and resulting in volume and value growth.
Table of contents
SOFT DRINKS IN KENYA : MARKET INSIGHT
EXECUTIVE SUMMARY
Carbonates dominates volume growth despite stiff competition
Consumer trends lead to greater health-consciousness
Coca-Cola continues to dominate the soft drinks industry
Off-trade maintains its dominance
Soft drinks expected to increase in volume sales as the economy grows
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
DEL MONTE KENYA LTD
Strategic Direction
Key Facts
Summary 1 Del Monte Kenya Ltd: Key Facts
Summary 2 Delmonte Kenya Ltd: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 3 Delmonte Kenya Competitive Position 2007
CROWN FOODS LTD
Strategic Direction
Key Facts
Summary 4 Crown foods Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Crown Foods Ltd: Competitive Position 2007
CARBONATES IN KENYA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 28 Low Calorie Carbonates by Subsector
Table 29 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 30 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 31 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 32 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 33 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 34 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 35 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 36 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 37 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 38 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 39 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 40 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 41 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 42 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 43 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 44 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN KENYA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 45 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 46 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 47 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 48 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 49 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 50 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 51 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 52 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 53 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 54 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 55 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 56 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN KENYA
Headlines
Trends
Competitive Landscape
Prospects
Sector Appendix
Sector Data
Table 57 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 58 Off-trade Sales of Bottled Water: Value 2002-2007
Table 59 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 60 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 61 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 62 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 63 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 64 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 65 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 66 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 67 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 68 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN KENYA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 69 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 70 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 71 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 72 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 73 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 74 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 75 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 76 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 77 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 78 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 79 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 80 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN KENYA
Headlines
Trends
Competitive Landscape
Prospects
Sector Appendix
Summary 6 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Sector Data
Table 81 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 82 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 83 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 84 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 85 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 86 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 87 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 88 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 89 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 90 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
APPENDIX
Table 91 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 92 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 93 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 94 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 95 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 96 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 97 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 98 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 7 Research Sources