Juice in Kenya

January 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Juice industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

If you're in the Juice industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Juice in Kenya report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Juice in Kenya?
  • To what extent are health considerations impacting consumption of Juice in Kenya?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Juice in Kenya?
  • Which are the leading brands in Juice in Kenya?
  • What potential exists for multinational or domestic soft drinks companies to expand in Kenya?
  • How are products distributed in Juice in Kenya?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Juice?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?

Juice in Kenya - Category analysis

KEY DATA FINDINGS

2021 DEVELOPMENTS

Pandemic halts supermarket growth
Increasingly health conscious local consumers switch to juice from other soft drinks
New product launch targeting children helps Kevian strengthen its leadership position

PROSPECTS AND OPPORTUNITIES

Consumers will increasingly value naturalness in juice
A post-pandemic economic rebound will support accelerated growth
Leader Kevian well positioned for further growth

CATEGORY DATA

Table 1 Off-trade Sales of Juice by Category: Volume 2016-2021 Table 2 Off-trade Sales of Juice by Category: Value 2016-2021 Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021 Table 4 Off-trade Sales of Juice by Category: % Value Growth 2016-2021 Table 5 NBO Company Shares of Off-trade Juice: % Volume 2017-2021 Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021 Table 7 NBO Company Shares of Off-trade Juice: % Value 2017-2021 Table 8 LBN Brand Shares of Off-trade Juice: % Value 2018-2021 Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026 Table 10 Forecast Off-trade Sales of Juice by Category: Value 2021-2026 Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026 Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026

Soft Drinks in Kenya - Industry Overview

EXECUTIVE SUMMARY

Soft drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021 Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021 Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021 Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021 Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020 Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020 Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020 Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020 Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021 Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021 Table 23 Off-trade Sales of Soft Drinks by Category: Value 2016-2021 Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021 Table 25 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021 Table 26 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021 Table 27 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021 Table 28 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021 Table 29 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021 Table 30 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021 Table 31 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026 Table 32 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026 Table 33 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026 Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026 Table 35 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026 Table 36 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026 Table 37 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026 Table 38 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources
The following categories and subcategories are included:

Juice

    • Not from Concentrate 100% Juice
    • Reconstituted 100% Juice
  • Juice Drinks (up to 24% Juice)
  • Nectars
  • Coconut and Other Plant Waters

Juice

This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.

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This report originates from Passport, our Juice research and analysis database.

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