Executive Summary

Mar 2019
PROSPECTS
Still bottled water volume sales expected to rise amid contamination claims

In the review period, Kenya Bureau of Standards (KEBS) released a cautionary statement in which it said that there were 157 water companies carrying out operations without licences, and the public were warned against consuming bottled water not purchased from reputable retail channels. KEBS noted that these suspected companies did not have KEBS certification to confirm that they undergo the required tests before selling their products to consumers.

Intensified sanctions likely to affect distribution

Due to the illicit water present in the market, KEBS is expected to review all distribution channels and trace the bottled water from the source or bottling plant. Water that passes the standard has a secured standardisation mark.

Excise stamp on bottled water deferred temporarily by Kenya Revenue Authority

In October 2017, Kenya Revenue Authority (KRA) gave public notice that with immediate effect from November 2017 bottled water manufactured or imported into Kenya would bear excise tax of KES1.50 per stamp.

COMPETITIVE LANDSCAPE
Aquamist Ltd leads sales

Aquamist Ltd’s leadership is attributed to its products being available throughout all retailing channels and the brand loyalty they have created. The company’s long-standing presence in the market as well as its strong promotional and marketing activities also contribute to its good performance.

Weeding out illegal operators may result in a price increase

KEBS has already identified that there are 157 companies operating without a licence. This is expected to change the competitive landscape as long-standing companies such as Highlands Mineral Water Co Ltd and Aquamist continue their operations amid tough operating conditions.

Greater marketing efforts are seen

Although there is a decline in full-sugar carbonates consumption among health-conscious Kenyans, bottled water is expected to offset this to some degree. Also, companies are carrying out in-store promotions as well as running adverts to assure customers of the quality of their approved bottled water.

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Bottled Water in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bottled Water industry in Kenya 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 Bottled Water industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bottled Water in Kenya 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 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 Bottled Water in Kenya?
  • What are the major brands in Kenya?
  • How important is the direct selling method of distribution in Kenya for bottled water sales?
  • What impact have environmental issues (such as sustainable packaging) had on consumer attitudes, category volumes, packaging formulations and/or product innovation in Kenya?

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 Soft Drinks market research database.

Bottled Water in Kenya - Category analysis

HEADLINES

PROSPECTS

Still bottled water volume sales expected to rise amid contamination claims
Intensified sanctions likely to affect distribution
Excise stamp on bottled water deferred temporarily by Kenya Revenue Authority

COMPETITIVE LANDSCAPE

Aquamist Ltd leads sales
Weeding out illegal operators may result in a price increase
Greater marketing efforts are seen

CATEGORY DATA

Table 1 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 2 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 3 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 11 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Soft Drinks in Kenya - Industry Overview

EXECUTIVE SUMMARY

Stricter operating environment may hamper demand for soft drinks
Local brands partner with internationals to improve their brand offering
Coca-Cola East & Central Africa Division remains the leading player
Product innovation focus is on healthier variants due to health concerns
Soft drinks is expected to record volume growth over forecast period

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 26 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 27 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 28 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 29 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 31 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 32 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 33 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 34 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 35 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 36 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 37 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources