The ban on social gatherings and the closure of schools are both expected to impact concentrates in 2020. As most consumers of concentrates are children and young people, the closure of schools and the ban on gatherings is expected to restrict sales in 2020.
Following the outbreak of the COVID-19 pandemic in Kenya, consumers are expected to focus more on health and wellness trends than in the review period. During the COVID-19 crisis, consumers have prioritised essential and healthy products in an effort to protect themselves from financial uncertainty and also to remain healthy in order to fight off potential infection from the COVID-19 virus.
Local firms maintain the leadership in the liquid concentrates category, due to the long-term presence of their brands as well as more affordable pricing compared with international brands. Also, local players actively engage with their customers on their brands’ 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.
Health and wellness trends will continue to put pressure on concentrates in the forecast period as concentrates are not generally perceived as healthy options in soft drinks. Health consciousness in Kenya is only expected to increase in the aftermath of COVID-19 as more consumers will be interested in boosting their immune systems through nutrition and healthy lifestyles.
As health concerns are expected to restrict growth in the forecast period, manufacturers are expected to focus on health and wellness with their product development and innovation. Manufacturers are increasingly being required to innovate their products to ensure they contain lower sugar content as well as provide nutritional information.
Concentrates is expected to face mounting cross-category pressure in the forecast period from The Coca-Cola Co which is expected to continue to develop and expand its portfolio with health conscious consumers in mind. In order to tap into consumers’ changing nutritional needs, Coca Cola has announced an innovative portfolio of beverages in Kenya which will offer consumers more choice and convenience by introducing products such as Minute Maid Nutri-defences – a nectar juice fortified with vitamin E and Zinc.
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This report originates from Passport, our Concentrates research and analysis database.
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