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Country Report

Concentrates in

Concentrates in Kenya

18 pages, Mar 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Manufacturers focus on flavour innovation to meet changing consumer needs

Kenyan consumers are becoming more sophisticated and are thus demanding new flavours of concentrates. Quencher and Savannah juice concentrates are the leading brands in the category, with their respective manufacturers, Excel Chemicals and Jetlak Foods, constantly seeking to offer a wider range of flavours and new tastes to maintain the interest of consumers.

Growing number of middle-class consumers seeking healthier options

Kenya’s middle-class continues to grow, with many of these consumers increasingly looking for healthier products. These include concentrates with a higher fruit content and which do not contain artificial colourings and an excessive amount of sugar.

Manufacturers obliged to disclose the nutritional content of their products

Producers are required to disclose the ingredients used in their products amidst rising health concerns and consumer demand for healthier options. Government health awareness campaigns due to the rising prevalence of cancer, diabetes and other lifestyle diseases have also contributed to the changing preferences of Kenyan consumers.

COMPETITIVE LANDSCAPE

Consumers showing more interest in RTD concentrates

Consumers in expanding urban areas are increasingly opting for fruit concentrates over fresh fruit due to the former’s longer shelf life and easier storage. They are showing particular interest in RTD concentrates.

Health-conscious consumers prefer juice and water

Health-conscious consumers are preferring to drink juice and water due to rising health concerns about concentrates containing too much sugar. As a result, manufacturers are fortifying their concentrates with added vitamins and using “natural” sugars.

Excel Chemicals loses value share

Excel Chemicals, the manufacturer of the leading Quencher brand, maintained second position just behind Jetlak Foods in 2017 but saw its value share decline by more than one percentage point. This loss can be largely attributed to Jetlak Foods’ focus on innovation under its Savannah brand.

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Concentrates Market Sample Report Concentrates Market Sample Data

Overview

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.

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Concentrates 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 Concentrates in Kenya?
What are the major brands in Kenya?
Who are the key consumers of concentrates 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.

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Concentrates in Kenya - Category analysis

HEADLINES

PROSPECTS

Manufacturers focus on flavour innovation to meet changing consumer needs

Growing number of middle-class consumers seeking healthier options

Manufacturers obliged to disclose the nutritional content of their products

COMPETITIVE LANDSCAPE

Consumers showing more interest in RTD concentrates

Health-conscious consumers prefer juice and water

Excel Chemicals loses value share

CATEGORY DATA

Concentrates Conversions

Summary 1 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 2 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 3 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 6 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 7 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 8 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 9 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 10 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 11 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 12 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 13 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 14 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022

Soft Drinks in Kenya - Industry Overview

EXECUTIVE SUMMARY

Soft drinks volume sales growth remains steady in 2017

Manufacturers invest heavily in advertising

Innovation in juice packaging

Coca-Cola East & Central Africa Division remains the leading player

Solid volume growth expected over the forecast period

MARKET DATA

Table 15 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 16 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 17 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 18 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 19 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 20 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 22 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 23 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 24 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 25 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 26 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 31 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 32 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 33 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 36 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 37 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 38 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 39 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022

Megatrends

Country Report

Concentrates in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Manufacturers focus on flavour innovation to meet changing consumer needs

Growing number of middle-class consumers seeking healthier options

Manufacturers obliged to disclose the nutritional content of their products

COMPETITIVE LANDSCAPE

Consumers showing more interest in RTD concentrates

Health-conscious consumers prefer juice and water

Excel Chemicals loses value share

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Concentrates in Kenya - Category analysis

HEADLINES

PROSPECTS

Manufacturers focus on flavour innovation to meet changing consumer needs

Growing number of middle-class consumers seeking healthier options

Manufacturers obliged to disclose the nutritional content of their products

COMPETITIVE LANDSCAPE

Consumers showing more interest in RTD concentrates

Health-conscious consumers prefer juice and water

Excel Chemicals loses value share

CATEGORY DATA

Concentrates Conversions

Soft Drinks in Kenya - Industry Overview

EXECUTIVE SUMMARY

Soft drinks volume sales growth remains steady in 2017

Manufacturers invest heavily in advertising

Innovation in juice packaging

Coca-Cola East & Central Africa Division remains the leading player

Solid volume growth expected over the forecast period

MARKET DATA

SOURCES

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