Soft Drinks in Kazakhstan

January 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in Kazakhstan report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Kazakhstan?
  • To what extent are health considerations impacting consumption of Soft Drinks in Kazakhstan?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Kazakhstan?
  • Which are the leading brands in Soft Drinks in Kazakhstan?
  • What potential exists for multinational or domestic soft drinks companies to expand in Kazakhstan?
  • How are products distributed in Soft Drinks in Kazakhstan?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
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Soft Drinks in Kazakhstan

Soft drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2022
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2022
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2022
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2022
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Kazakhstan

KEY DATA FINDINGS

Low quality tap water and rising health consciousness drive growth in 2023
Success of ASU benefits the entire category
Bulk water continues to thrive
Further growth as the culture of water consumption gains momentum
Potential of niche categories
Vending machine trend expected to continue
Table 31 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 32 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 33 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 34 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 35 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 36 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 37 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 39 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 41 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028

Carbonates in Kazakhstan

KEY DATA FINDINGS

Population expansion and modern retail development support growth in 2023
Rising demand for mojito-flavoured carbonates
Coca-Cola maintains its dominance in 2023
Further growth driven by expansion of modern retail and population growth
Competition from RTD tea and flavoured bottled water
Introduction of a sugar tax?
Table 43 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 44 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 45 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 46 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 47 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 48 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 49 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 50 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 51 Sales of Carbonates by Total Fountain On-trade: Volume 2018-2023
Table 52 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2018-2023
Table 53 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 54 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 55 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 56 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 57 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 58 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 59 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 60 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
Table 61 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2023-2028
Table 62 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2023-2028

Concentrates in Kazakhstan

KEY DATA FINDINGS

Concentrates have limited appeal in Kazakhstan
Preference of RTD drinks leaves little space for the expansion of liquid concentrates
Ideal Kaz Trade continues to dominate
Minimal growth due to limited interest and a shrinking consumer base
Demand for drinks offering health benefits
Focus on convenience
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 63 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 64 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 65 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 66 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 67 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2019-2023
Table 68 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 69 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 70 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 71 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 72 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 73 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 74 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 75 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 76 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 78 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028

Juice in Kazakhstan

KEY DATA FINDINGS

Juice drinks benefit from their affordability and flavour options
Popularity of juice drinks impacts nectars
Coca-Cola and RG Brands lead thanks to their wide product portfolios and brand recognition
Moderate volume growth of a mature product area
High prices and competition from other beverages hamper growth of 100% juice
Innovation to keep consumers interested
Table 79 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 80 Off-trade Sales of Juice by Category: Value 2018-2023
Table 81 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 82 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 83 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 84 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 85 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 86 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 87 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 88 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 89 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 90 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028

RTD Coffee in Kazakhstan

KEY DATA FINDINGS

Affordability and growing coffee culture support further growth in 2023
Coffee shops drive sales
Food Empire Holdings and Lotte Group lead in 2023
Rising coffee culture and promotions will ensure future healthy growth
RTD coffee growth driven by younger generation
No changes to the competitive landscape expected
Table 91 Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 92 Off-trade Sales of RTD Coffee: Value 2018-2023
Table 93 Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 94 Off-trade Sales of RTD Coffee: % Value Growth 2018-2023
Table 95 NBO Company Shares of Off-trade RTD Coffee: % Volume 2019-2023
Table 96 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2020-2023
Table 97 NBO Company Shares of Off-trade RTD Coffee: % Value 2019-2023
Table 98 LBN Brand Shares of Off-trade RTD Coffee: % Value 2020-2023
Table 99 Forecast Off-trade Sales of RTD Coffee: Volume 2023-2028
Table 100 Forecast Off-trade Sales of RTD Coffee: Value 2023-2028
Table 101 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2023-2028
Table 102 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2023-2028

RTD Tea in Kazakhstan

KEY DATA FINDINGS

Further double-digit growth in 2023
Reduced sugar variants still unpopular
Galanz Bottlers remains the top player in RTD tea
Population growth and flavour innovation to drive further double-digit growth
RTD tea’s association as being a healthier soft drink will further support sales
Carbonated RTD tea will remain undeveloped
Table 103 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 104 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 105 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 106 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 107 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 108 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 109 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 111 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 112 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 113 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 114 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028

Energy Drinks in Kazakhstan

KEY DATA FINDINGS

Slowed growth in 2023 due to negative media coverage
Setback impacts sales during the peak summer period
Gorilla maintains its lead thanks to affordable pricing, wide distribution and flavour variety
Slowed growth due to saturation
Energy drinks could face increasing competition from RTD coffee and other drinks with added energy benefits
Little thirst for reduced sugar variants
Table 115 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 116 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 117 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 118 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 119 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 120 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 123 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 124 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 125 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 126 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028

Sports Drinks in Kazakhstan

2023 DEVELOPMENTS

The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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This report originates from Passport, our Soft Drinks research and analysis database.

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