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Country Report

Concentrates in

Concentrates in Kenya

19 pages, Mar 2019

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

Reduced-sugar ranges expected to be preferred

Manufacturers are increasingly being required to innovate their products to ensure they contain lower sugar content as well as provide nutritional information. This is amid rising global health concerns among consumers who are aware of the potential health problems that could result from high intakes of such drinks.

Excise on concentrates is deferred temporarily by Kenya Revenue Authority

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

Powder concentrates could make an entrance to cater for the lower-income group

Powder concentrates despite not being popular with consumers, especially younger people, is expected to see some market receptiveness due to its cheap price point. However, because most product offerings in powder concentrates contain ingredients that are perceived as unhealthy, including artificial flavours, colours and sweeteners, this category is only expected to grow extremely marginally if at all.

COMPETITIVE LANDSCAPE

Local competition expected to gain momentum

Heightened competition has led to an increased variety of products as well as better affordability, as concentrates have become accessible for both the middle- and the lower-income class. The introduction of variants in all pack sizes, which are widely retailed through kiosks and other channels, especially in residential estates, has promoted purchases among consumers.

Consumers are preferring RTD concentrates

Consumers are increasingly preferring fruit concentrates over fresh fruit due to the former’s longer shelf life and easier storage. Fruit concentrates are also economical for schoolchildren and mass functions where the unit cost works out cheaper.

Local brands expected to maintain leadership

Local firms maintain the leadership in the concentrates category, due to the long-term presence of their brands as well as more affordable pricing compared with international brands. Also, local brands actively engage with their customers on their social media pages, inviting them to modern retailing outlets such as Sarit Centre, Two Rivers and Garden City for discounts and a chance to win prizes.

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Samples

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

Reduced-sugar ranges expected to be preferred

Excise on concentrates is deferred temporarily by Kenya Revenue Authority

Powder concentrates could make an entrance to cater for the lower-income group

COMPETITIVE LANDSCAPE

Local competition expected to gain momentum

Consumers are preferring RTD concentrates

Local brands expected to maintain leadership

CATEGORY DATA

Concentrates Conversions

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

Megatrends

Country Report

Concentrates in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Reduced-sugar ranges expected to be preferred

Excise on concentrates is deferred temporarily by Kenya Revenue Authority

Powder concentrates could make an entrance to cater for the lower-income group

COMPETITIVE LANDSCAPE

Local competition expected to gain momentum

Consumers are preferring RTD concentrates

Local brands expected to maintain leadership

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Concentrates in Kenya - Category analysis

HEADLINES

PROSPECTS

Reduced-sugar ranges expected to be preferred

Excise on concentrates is deferred temporarily by Kenya Revenue Authority

Powder concentrates could make an entrance to cater for the lower-income group

COMPETITIVE LANDSCAPE

Local competition expected to gain momentum

Consumers are preferring RTD concentrates

Local brands expected to maintain leadership

CATEGORY DATA

Concentrates Conversions

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

SOURCES

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