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.
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.
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.
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.
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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This industry report originates from Passport, our Hot Drinks market research database.