Kazakhstan has strong trade links with Russia in particular and the war in Ukraine is negatively impacting the economy and inflation is rising. While skyrocketing international oil and gas prices have boosted the local economy, its usual outflow to the global market through Russia has been disrupted and its energy sector has to look for other alternatives.
Though price is a significant driver of value sales in 2022, due to high inflation, players also look to differentiate themselves in other ways. Regarding tea, there is increased focus on promoting the functional benefits of tea, as well as new flavour combinations for fruit/herbal tea, which is a growing segment, particularly among younger consumers.
It is no surprise that the leading tea players lead the overall competitive landscape, as tea is the most popular hot drink in Kazakhstan. RG Brands AO, Tea House TOO, Orimi Trade OOO and Bayce Too continue to lead hot drinks in 2022, accounting for two-third of value sales of hot drinks overall.
Modern grocery retailers continued to rapidly increase share during the review period, mainly through supermarkets and hypermarkets, with small local grocers losing ground as a result. With the expansion of modern grocery retailers, private label is also beginning to emerge, with supermarkets such as Magnum now offering some private label products, including brands Coffee Time and Toi Bastar.
Whereas retail channels are expected to register minimal volume growth in 2022, foodservice channels are expected to see increased volume sales, as society opens up fully, post pandemic lockdowns. Foodservice channels are also bolstered by the return of foreign tourists.
Hot drinks will register moderate volume growth over the forecast period, with population growth supporting volume sales.
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This is the aggregation of Coffee, Tea, and Other Hot Drinks.See All of Our Definitions
This report originates from Passport, our Hot Drinks research and analysis database.
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