The advent of COVID-19 has not had a significant negative effect on demand for carbonates in Kenya, with no more than a marginal slowdown in the rate of off-trade volume sales in 2020 and 2021. The pandemic has deepened the health and wellness trend among local consumers by drawing attention to the long-term risks associated with obesity, leading some to switch from carbonates to such alternatives as freshly squeezed juice.
Coca-Cola East & Central Africa Division continued to dominate carbonates in 2021 with its Coca-Cola, Fanta, Sprite, Krest, Coca-Cola Zero Sugar and Coca-Cola Light brands. Indeed, its off-trade volume share has increased since the onset of COVID-19, due in large part to the strength of its distribution network, which was not disrupted by pandemic restrictions.
The impact of the pandemic on carbonates demand has been felt more in the on-trade than in the off-trade. During the first half of 2020, a night-time curfew was imposed in Kenya, which negatively affected on-trade demand for carbonates, as did the closure of schools for an extended period.
The annual rate of growth in both off-trade and on-trade volume sales of carbonates will remain moderate throughout the forecast period, supported by a post-pandemic economic rebound, in addition to population growth and urbanisation. With the health and wellness trend set to outlast the pandemic, growth in demand for low calorie cola carbonates will be particularly strong.
During the review period, e-commerce emerged as a small distribution channel for carbonates, and it will continue to expand during the forecast period. The pandemic has served to make some more affluent local consumers more comfortable with online shopping, while manufacturers and retailers are now paying more attention to this channel, working with the likes of on-demand delivery app Glovo and third-party marketplace Jumia.
Producers in carbonates will continue to broaden their product offer in an effort to attract a wider range of Kenyans. Brand extension is becoming the key marketing tool to serve different consumer groups and their varying tastes and preferences.
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Understand the latest market trends and future growth opportunities for the Carbonates industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Carbonates
Sweetened, non-alcoholic drinks containing carbon dioxide are included here. All carbonated products containing fruit juice (“sparkling juices”) are included here, unless they are tea-based (these are included in carbonated RTD tea) or carbonated Energy drinks, which are included in Energy Drinks. Carbonated bottled water is also excluded. Carbonates are an aggregation of cola carbonates and non-cola carbonates, whether regular or low calorie. Euromonitor International includes both naturally and artificially-sweetened carbonates.
See All of Our DefinitionsThis report originates from Passport, our Carbonates research and analysis database.
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