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Carbonates in Kazakhstan
January 2022
2021 DEVELOPMENTS
Foodservice registers a recovery
Carbonates registered a second year of double-digit retail value growth in 2021, but part of this growth was driven by prices rises and volume growth was much more moderate, though higher than 2020. Foodservice registered a recovery, with double-digit volume growth, though volume sales were lower than before the onset of COVID-19, as the pandemic is far from over and there was a cautiousness among consumers about mixing in public.
Coca-Cola continues to dominate
Coca-Cola Almaty Bottlers continued to have a dominant lead in carbonates in both volume and value sales in 2021, owing to the popularity of Coca-Cola and other brands such as Fanta and Sprite. RG Brands lies in second positions and offers the second most popular brand, Pepsi.
New flavours and active marketing main drivers of growth
Players constantly investing in marketing activity to keep their brands front and centre in consumers’ minds, with frequent promotion access TV, social media and on billboards, as well as sponsorship deals. Players also keep consumers interested by continually launching new flavour combinations such as Coca-Cola Lemon-Lime, Pepsi Lime and Fanta Apple.
PROSPECTS AND OPPORTUNITIES
Moderate volume growth over forecast period
Carbonates will register moderate volume growth over the forecast period. Once concerns around the pandemic subside, on-the-go consumption will increase and this will benefit non-cola carbonated particularly, as they are more often purchased in single servings.
Health and wellness trend dampens volume sales
COVID-19 has accelerated the trend towards healthier soft drinks, as the pandemic has put a spotlight on health and wellness and this will dampen volume sales over the forecast period. As such consumers will shift towards healthier soft drinks with lower sugar content and fewer artificial colours and flavourings.
Carbonates face competition from bottled water and juice
Over the forecast period, consumer awareness of the harmful effects of sugar, caffeine and other artificial ingredients will increase, leading to an ongoing shift towards more natural beverages, such as 100% juice and bottled water. However, a significant proportion of the population will remain loyal to carbonates, despite their unhealthy image.
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Overview:
Understand the latest market trends and future growth opportunities for the Carbonates industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Carbonates industry in Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Carbonates in Kazakhstan report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Carbonates in Kazakhstan?
To what extent are health considerations impacting consumption of Carbonates in Kazakhstan?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Carbonates in Kazakhstan?
Which are the leading brands in Carbonates in Kazakhstan?
What potential exists for multinational or domestic soft drinks companies to expand in Kazakhstan?
How are products distributed in Carbonates in Kazakhstan?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Carbonates?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Carbonates in Kazakhstan - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Foodservice registers a recovery
Coca-Cola continues to dominate
New flavours and active marketing main drivers of growth
PROSPECTS AND OPPORTUNITIES
Moderate volume growth over forecast period
Health and wellness trend dampens volume sales
Carbonates face competition from bottled water and juice
CATEGORY DATA
Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021Table 5 Off-trade Sales of Carbonates by Category: Volume 2016-2021Table 6 Off-trade Sales of Carbonates by Category: Value 2016-2021Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021Table 9 Sales of Carbonates by Total Fountain On-trade: Volume 2016-2021Table 10 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2016-2021Table 11 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021Table 12 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021Table 13 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021Table 14 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026Table 16 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026Table 19 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2021-2026Table 20 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2021-2026
Soft Drinks in Kazakhstan - Industry Overview
EXECUTIVE SUMMARY
Soft drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 21 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 22 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 23 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 24 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 25 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 26 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 27 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 28 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 29 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 30 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 31 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 32 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 33 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 34 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 35 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 36 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 37 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 38 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 39 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 40 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 43 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 44 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 45 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 46 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 47 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 48 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 49 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 50 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Carbonates
Low Calorie Cola Carbonates
Regular Cola Carbonates
Lemonade/Lime
Ginger Ale
Tonic Water/Other Bitters
Orange Carbonates
Other Non-Cola Carbonates
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This report originates from Passport, our Carbonates research and analysis database.
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