Executive Summary

Mar 2019
PROSPECTS
Brands expected to innovate packaging to suit customer needs

Market leader Coca-Cola has introduced a new soda in 425ml plastic bottles as it expands its range of product servings. This is in a bid to defend its share of the soft drinks market, which is under pressure from rivals that have strengthened their presence.

Excise stamp on carbonates deferred temporarily by Kenya Revenue Authority

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

Manufacturers expected to put nutritional information on glass bottles

In the review period, The Coca-Cola Co and Nairobi Bottlers were accused of discriminating against consumers of glass bottled drinks since they do not have nutritional information, an e-mail address and storage directions unlike the plastic counterparts. The Kenya High court therefore ruled that all consumers are equally entitled to access the information on the labels and, therefore, there was no justification for having the information on the plastic bottles only.

COMPETITIVE LANDSCAPE
Coca-Cola East & Central Africa Division maintains lead

Coca-Cola East & Central Africa maintains its lead in carbonates. Its performance is attributed to its high-level advertising, which has led to higher brand-awareness, as well as a well-established distribution network and the strong brand image of its products.

Carbonates faces increasing competition from “healthier” categories

Growing health-awareness amongst Kenyans is expected to slow down sales growth over the forecast period. The rising health-awareness of the impact of consuming too much sugar, such as suffering from obesity and diabetes, is predicted to give carbonates a negative connotation, particularly amongst upper- and middle-income consumers who have increased purchasing power and can be more discerning in regard to what they drink.

Coca-Cola launches Schweppes +C targeting mature consumers

In the review period, Coca-Cola launched a lemon-flavoured carbonated drink, Schweppes +C, which targets a mature and health-conscious consumer base. The company is investing in diversification and innovation in line with changing consumer tastes and preferences for healthier drinks.

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Carbonates in Kenya

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Overview

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

The Carbonates 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 Carbonates in Kenya?
  • What are the major brands in Kenya?
  • Who are the key consumers of carbonates in Kenya?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

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.

Carbonates in Kenya - Category analysis

HEADLINES

PROSPECTS

Brands expected to innovate packaging to suit customer needs
Excise stamp on carbonates deferred temporarily by Kenya Revenue Authority
Manufacturers expected to put nutritional information on glass bottles

COMPETITIVE LANDSCAPE

Coca-Cola East & Central Africa Division maintains lead
Carbonates faces increasing competition from “healthier” categories
Coca-Cola launches Schweppes +C targeting mature consumers

CATEGORY DATA

Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 5 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 6 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 9 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 10 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 11 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 12 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 13 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 14 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 15 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 16 Forecast Off-trade Sales of Carbonates 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 17 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 25 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 26 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 27 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 28 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 38 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources