Carbonates in Kazakhstan

PROSPECTS

Carbonates remains competitive against other soft drinks

Despite ongoing consumer interest in reduced sugar drinks and an overall strengthening health awareness in the country, carbonates remained very competitive in Kazakhstan. The category posted a stronger performance than juice and RTD tea due to the strong consumption tradition of carbonates in the country in addition to ongoing recovery after financial turbulence in 2015-2016.

Health and wellness trend encourages consumers to choose brands with appropriate product positioning

As Kazakhstanis started to gradually follow the health and wellness trend, there was a possible barrier to carbonates manufacturers that offer products with high levels of sugar, colourants and artificial ingredients. The ongoing desire for healthy soft drinks will define consumers’ purchasing choices regarding carbonates over the forecast period, as they may steer away from sweetened and artificially-coloured soft drinks.

Price pressure will continue to have noticeable influence on carbonates

There is noticeable price differentiation in carbonates in Kazakhstan, attracting a range of consumer segments. However, this category is perceived as non-essential and thus price plays a significant role in the choice of mass Kazakhstani consumers.

COMPETITIVE LANDSCAPE

International companies retain rankings

Carbonates continued to be dominated by international companies in Kazakhstan, with Coca-Cola Almaty Bottlers retaining its leadership in off-trade value terms in 2018, continuing to gain share. The presence of local operations helps Coca-Cola to adapt quickly to the changing environment.

Emergence of greater flavour varieties in 2018

In addition to improving economic conditions, higher rates of international travel and digitalisation, local consumers changed their consumption patterns and turned to international trends over the review period. This has resulted in some abandonment of traditional flavours and the search for unique and sophisticated infusions.

Local companies occupy non-cola carbonates

Non-cola carbonates is strongly dominated by domestic manufacturers in Kazakhstan. Holiday by Unix TOO and Nastoyaschiy Buratino by Caspian Beverage Holding AO are two of the most popular and well-known locally produced brands, which have not lost their popularity over the years.

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