RTDs have only limited volume sales in Kazakhstan and only registered small volume growth over the review period. COVID-19 seriously impacted any progress RTDs had made over the review period.
In 2020, RTDs was represented by a limited range of local and international brands in Kazakhstan. There was no leading international brand that could generate a significant volume share in the product area, however.
The fact that spirit-based RTDs is the only product area is unattractive to many younger adult consumers who are looking for lighter options than spirits. Moreover, drinkers older than 30 years consider RTDs as harmful to one’s health and headache-inducing in the morning, because the beverages are often carbonated.
Over the forecast period, it is expected that off-trade will lose value share to on-trade, as custom and sales return to reopened foodservice outlets and entertainment venues. Overall, volume growth will be minimal and RTDs will face further strong competition from beer and wine, which are more familiar to local consumers, and preferable due to the broad offer of well-known brands.
Ever more sophisticated and health-mindful consumers tended to prefer alcoholic cocktails to RTDs in Kazakhstan in 2020. Alcoholic cocktails are gaining in popularity, especially in the on-trade, because consumers are pursuing new taste experiences rather than drinking to become drunk.
At the end of the review period, RTDs remained a small alcoholic drinks product area. These products have never been very popular in Kazakhstan and this is mainly due to poor distribution and low consumer awareness, resulting in a rather narrow consumer base.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our RTDs research and analysis database.
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