Beer volume sales grew annually in Kazakhstan throughout the review period and 2021 was no exception. The market is seeing a gradual shift from spirits to alcoholic drinks with a lower ABV.
Flavoured and non-alcoholic beer sales are growing in Kazakhstan as consumers display an eagerness to try novel products. Non-alcoholic beer is also benefiting from rising health consciousness, with many consumers trying to cut down their alcohol intake as they look to adopt healthier lifestyles.
What makes the beer market in Kazakhstan unique is that more than one third of all beer is sold through the draught in off-trade (DIOT) channel. Draught beer is very popular due to its low price per litre and fresh taste.
Beer sales are expected to grow further over the forecast period. Even though Kazakhstan is a country in Central Asia, its preferences in beer are closer to those of Eastern Europe.
Kazakhstan saw considerable social unrest across the country at the start of 2022 linked to a sharp increase in prices for liquified gas. This resulted in considerable concern amongst consumers, while also resulting in the temporary closure of many businesses and increasing economic uncertainty.
In the current economic environment, the question of price is crucial for the majority of consumers. Therefore, many beer companies have concentrated more on local brands than on more expensive imported alternatives.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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