Overall, beer was not hugely affected by COVID-19, with volume sales slightly up on 2019. However, the on-trade channel was affected, with volume sales down by over a third, with the off-trade channel benefitting from the decline.
There was a new leader on the block in 2020, with Carlberg passing out Efes. Carlberg has been gaining value share year-on-year, while Efes has been losing it and in 2020, Carlsberg finally passed out Efes.
Small DIOT beer outlets through independent small grocers and food/drink/tobacco specialists are intensively developed in Kazakhstan. This works well because consumers consider draught beer fresher and more flavourful than packaged beer and with restrictions on on-trade in 2020, DIOT channels performed particularly strongly and benefitted from their convenient neighbourhood locations.
Once society opens up as COVID-19 infection rates fall, beer will register higher volume growth than in 2020, with most of the growth being driven though on-trade channels. However, off-trade will remain the largest channel at the end of the forecast period.
In light of the pandemic and lockdowns, as well as the economic fallout of COVID-19 in terms of consumers’ disposable incomes, there was little new product development in 2020, with players prioritising keeping stock on shelves and not increasing retail prices too much. However, once the economy starts to recover, players will invest in new product development again and there will be plenty of activity over the forecast period.
Over the forecast period, DIOT will continue to perform strongly. Factors such as wholesome and fresh beer composition, rich flavour, affordable price, and unlimited time restrictions on sales through DIOT will have a positive impact on the performance of draught beer in Kazakhstan.
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This report originates from Passport, our Beer research and analysis database.
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