Executive Summary

Mar 2019
Several factors influence hot drinks sales increase

Hot drinks recorded positive volume and value growth in Kazakhstan over the review period due to several factors. Amid positive real GDP growth and the consequently increasing purchasing power of the population, hot drinks generated positive dynamics in 2018.

Coffee sees the fastest growth in volume and value terms

In 2018, coffee recorded the highest sales growth among all hot drinks in Kazakhstan. The noticeable increase in coffee consumption is derived from the continuous westernisation that stimulates consumers to purchase coffee for home consumption, as they do at cafés and restaurants.

International companies retain a significant share of hot drinks sales in 2018

Hot drinks is divided between local and international players; the latter are strongly present within coffee, while locals maintain strong positions within tea. This is mostly explained by Kazakhstanis’ strong culture of consuming tea, while coffee has been much later gaining its edge.

The health and wellness trend has a global appeal

In 2018, consumers in Kazakhstan became more concerned with health and prioritised the importance of drinking safe and nutritive products. Therefore, many new product developments within hot drinks in Kazakhstan in 2018 were focused on the introduction of brands with a healthy positioning or additional value.

Modern grocery retailers will continue to gain share

During the forecast period, it is expected that hot drinks in Kazakhstan (tea, coffee and chocolate-based flavoured powder drinks) will see ongoing growth in sales. The development of modern grocery retailers in the country will be one of the main factors that will contribute to the increasing range of brands and products and the rising possibility of various special offers and discounts on hot drinks.

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Hot Drinks in Kazakhstan

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Kazakhstan for free:

The Hot Drinks in Kazakhstan 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 Hot Drinks in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • How has an increasing desire for heart healthy or fiber-added drinks affected the hot drinks industry in Kazakhstan?
  • Are manufacturers changing packaging sizes and formats to fit an on-the-go lifestyle?
  • How have changing demographics (for example an aging population) affected the hot drinks market in Kazakhstan?

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 Hot Drinks market research database.

Hot Drinks in Kazakhstan

EXECUTIVE SUMMARY

Several factors influence hot drinks sales increase
Coffee sees the fastest growth in volume and value terms
International companies retain a significant share of hot drinks sales in 2018
The health and wellness trend has a global appeal
Modern grocery retailers will continue to gain share

MARKET DATA

Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
Table 3 Retail Sales of Hot Drinks by Category: Volume 2013-2018
Table 4 Retail Sales of Hot Drinks by Category: Value 2013-2018
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2013-2018
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2014-2018
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2015-2018
Table 13 Retail Distribution of Hot Drinks by Format: % Volume 2013-2018
Table 14 Retail Distribution of Hot Drinks by Format and Category: % Volume 2018
Table 15 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2018-2023
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2018-2023
Table 17 Forecast Retail Sales of Hot Drinks by Category: Volume 2018-2023
Table 18 Forecast Retail Sales of Hot Drinks by Category: Value 2018-2023
Table 19 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2018-2023
Table 21 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2018-2023
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 23 Forecast Total Sales of Hot Drinks by Category: Total Volume 2018-2023
Table 24 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources

Coffee in Kazakhstan

HEADLINES

PROSPECTS

A growing number of coffee shops raise demand for coffee consumption
Instant coffee continues to dominate, but fresh coffee sales are rising
Fresh ground coffee posts the fastest growth

COMPETITIVE LANDSCAPE

Dominance of foreign companies continues in Kazakhstan
Manufacturers work on the introduction of convenient and money-saving packaging
On-trade sales outperform off-trade sales

CATEGORY DATA

Table 25 Retail Sales of Coffee by Category: Volume 2013-2018
Table 26 Retail Sales of Coffee by Category: Value 2013-2018
Table 27 Retail Sales of Coffee by Category: % Volume Growth 2013-2018
Table 28 Retail Sales of Coffee by Category: % Value Growth 2013-2018
Table 29 NBO Company Shares of Coffee: % Retail Value 2014-2018
Table 30 LBN Brand Shares of Coffee: % Retail Value 2015-2018
Table 31 Forecast Retail Sales of Coffee by Category: Volume 2018-2023
Table 32 Forecast Retail Sales of Coffee by Category: Value 2018-2023
Table 33 Forecast Retail Sales of Coffee by Category: % Volume Growth 2018-2023
Table 34 Forecast Retail Sales of Coffee by Category: % Value Growth 2018-2023

Other Hot Drinks in Kazakhstan

HEADLINES

PROSPECTS

Focus continues to be on children
The health and wellness trend has a double-edged impact on chocolate-based flavoured powder drinks
The development of other plant-based hot drinks is unripe in 2018

COMPETITIVE LANDSCAPE

Nestlé SA with the popular Nesquik brand remains the dominant player in Kazakhstan
Private label has an opportunity for development
The number of players is limited

CATEGORY DATA

Table 35 Retail Sales of Other Hot Drinks by Category: Volume 2013-2018
Table 36 Retail Sales of Other Hot Drinks by Category: Value 2013-2018
Table 37 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2013-2018
Table 38 Retail Sales of Other Hot Drinks by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Other Hot Drinks: % Retail Value 2014-2018
Table 40 LBN Brand Shares of Other Hot Drinks: % Retail Value 2015-2018
Table 41 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2018-2023
Table 42 Forecast Retail Sales of Other Hot Drinks by Category: Value 2018-2023
Table 43 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2018-2023
Table 44 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2018-2023

Tea in Kazakhstan

HEADLINES

PROSPECTS

The leading position of tea is explained by strong consumption traditions
Slimming teas become more popular
Health and wellness trend supports the development of green tea

COMPETITIVE LANDSCAPE

Manufacturers record an active performance with new product developments
Special offers remain a powerful competitive tool
Premium brands are amplified in 2018

CATEGORY DATA

Table 45 Retail Sales of Tea by Category: Volume 2013-2018
Table 46 Retail Sales of Tea by Category: Value 2013-2018
Table 47 Retail Sales of Tea by Category: % Volume Growth 2013-2018
Table 48 Retail Sales of Tea by Category: % Value Growth 2013-2018
Table 49 NBO Company Shares of Tea: % Retail Value 2014-2018
Table 50 LBN Brand Shares of Tea: % Retail Value 2015-2018
Table 51 Forecast Retail Sales of Tea by Category: Volume 2018-2023
Table 52 Forecast Retail Sales of Tea by Category: Value 2018-2023
Table 53 Forecast Retail Sales of Tea by Category: % Volume Growth 2018-2023
Table 54 Forecast Retail Sales of Tea by Category: % Value Growth 2018-2023