COVID-19 is expected to negatively impact both retail and foodservice volume, though the impact on retail volume will be significantly smaller. There was an increase in take-out coffee in the big cities such as Almaty and Nur-Sultan, but it will not be enough to save foodservice from a dramatic decline in volume sales.
Coffee in Kazakhstan continues to be dominated by leading multinational players, with the top three multinationals accounting for about nearly three-quarters of value share. The top three are Mondelez Kazakhstan (which locally represents the Jacobs brand for Jacobs Douwe Egberts), Future Enterprises (with MacCoffee) and Nestlé SA (offering instant coffee brand Nescafé).
Though Kazakhstan is traditionally a nation of tea drinkers, urbanisation is having a positive impact on the development of a coffee culture in Kazakhstan, as consumers living in large cities, continue to pursue increasingly sophisticated lifestyles, including the purchase and drinking of fresh coffee. This trend is also being driven by the increasing number of younger Kazakhstanis that are returning to the country after pursuing higher education in Europe and the US, where they have been introduced to westernised habits and the strong café culture of those regions.
Value sales of coffee in foodservice will still face challenges going into 2021, as the threat of COVID-19 will most probably still remain. Later in the review period, foodservice should recover.
Instant coffee is still much larger in terms of value sales than fresh coffee. However, fresh coffee has increased value share over the review period and this is expected to continue into the forecast period.
If remote working becomes a long-term trend, then it will provide growth potential across several channels. The independent small grocer in the local neighbourhood should benefit from more people working at home.
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Understand the latest market trends and future growth opportunities for the Coffee industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Coffee research and analysis database.
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