Carbonates in Kazakhstan

PROSPECTS

Carbonates remains competitive in 2019 despite health and wellness trend

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.

Increasing health and wellness trend influences product choice

An increasing number of Kazakhstanis, especially women, are influenced by the health and wellness trend. The ongoing desire for healthy soft drinks will define consumers’ purchasing choices regarding carbonates over the forecast period and they may shift from sweetened and artificially-coloured soft drinks to bottled water, juice and RTD tea.

Price plays a significant role in consumers’ choices

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 continue to lead thanks to strong brand awareness and marketing campaigns

Carbonates continued to be led by international companies in Kazakhstan thanks to their high brand awareness and strong marketing campaigns. Coca-Cola Almaty Bottlers retained its leadership in off-trade value terms in 2019 and it continued to gain share during the year.

Focus on health and wellness in 2019

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 lead non-cola carbonates with their established flavours

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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