Executive Summary

Jul 2019
PROSPECTS
Strengthening position of draught beer through off-trade in Kazakhstan during 2018

The popularity of draught beer through off-trade in Kazakhstan is due to consumers’ perception that this type of beer is fresher and has a richer flavour. In addition, the flourishing position of draught beer is derived from its affordable prices through independent small grocers and specialist food/drink/tobacco stores.

Increasing popularity of dark beer in 2018

2018 witnessed a growing interest in dark beer, because local consumers are interested in trying new flavours and enjoying new experiences. The increasing demand for dark beer is due to the gradual development of a beer culture in the country.

Health and wellness is main trend in beer

Beer benefits from the fact that Kazakhstanis tend to opt for alcoholic drinks with lower ABV content. In response to the increase in healthy lifestyles in Kazakhstan, increasing numbers of consumers are shifting from spirits, especially vodka and brandy, towards beer consumption.

COMPETITIVE LANDSCAPE
Strengthening position of local companies during 2018

Efes and Carlsberg dominated beer in 2018, due to the confident development of domestic manufacturers. For instance, in 2018 Shymkent Pivo improved its performance after experiencing some financial difficulties.

Continuous development of new product launches

Carlsberg launched the brand Garage with the flavour of cowberry and introduced new brand BeerKhan with a local, traditional design for its packaging, and 10-11% alcohol content, due to the growing demand amongst some consumers for stronger beer in 2018. Perviy Pivzavod launched Chinese lager under Yichang, which is made from rice and has a unique flavour.

Forecast period trends in beer

Beer in Kazakhstan is strongly dominated by two international manufacturers, Efes and Carlsberg due to strong brand recognition, wide product portfolios, and well-established distribution systems. Therefore, the competitive landscape is not predicted to experience a noticeable shift in leadership over the forecast period.

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Beer in Kazakhstan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Kazakhstan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in Kazakhstan market research report includes:

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

Our market research reports answer questions such as:

  • What is the market size of Beer in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Beer in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Strengthening position of draught beer through off-trade in Kazakhstan during 2018
Increasing popularity of dark beer in 2018
Health and wellness is main trend in beer

COMPETITIVE LANDSCAPE

Strengthening position of local companies during 2018
Continuous development of new product launches
Forecast period trends in beer

CATEGORY BACKGROUND

Lager price band methodology
Summary 1 Lager by Price Band 2018

CATEGORY DATA

Table 1 Sales of Beer by Category: Total Volume 2013-2018
Table 2 Sales of Beer by Category: Total Value 2013-2018
Table 3 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 10 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 12 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 13 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 14 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks continues to grow in 2018
Consumers shift from quantity to quality in 2018
Competition remains strong amongst players
Independent small grocers remains largest distribution channel in 2018
Growing interest in lower ABV alcoholic drinks and niche spirits over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 16 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 17 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 18 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 25 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 26 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 27 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 28 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

SOURCES

Summary 3 Research Sources