Soft Drinks in Kazakhstan

January 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Kazakhstan 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

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

The Soft Drinks in Kazakhstan 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 Soft Drinks in Kazakhstan?
  • To what extent are health considerations impacting consumption of Soft Drinks in Kazakhstan?
  • 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 Soft Drinks in Kazakhstan?
  • Which are the leading brands in Soft Drinks in Kazakhstan?
  • What potential exists for multinational or domestic soft drinks companies to expand in Kazakhstan?
  • How are products distributed in Soft Drinks in Kazakhstan?
  • 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 Soft Drinks?
  • 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?

Soft Drinks in Kazakhstan

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 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021 Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021 Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021 Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026 Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026 Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026 Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026 Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026 Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026 Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026 Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Foodservice registers a recovery
Coca-Cola continues to dominate
New flavours and active marketing main drivers of growth

PROSPECTS AND OPPORTUNITIES

Moderate volume growth over forecast period
Health and wellness trend dampens volume sales
Carbonates face competition from bottled water and juice

CATEGORY DATA

Table 31 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021 Table 32 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021 Table 33 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021 Table 34 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021 Table 35 Off-trade Sales of Carbonates by Category: Volume 2016-2021 Table 36 Off-trade Sales of Carbonates by Category: Value 2016-2021 Table 37 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021 Table 38 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021 Table 39 Sales of Carbonates by Total Fountain On-trade: Volume 2016-2021 Table 40 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2016-2021 Table 41 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021 Table 42 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021 Table 43 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021 Table 44 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021 Table 45 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026 Table 46 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026 Table 47 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026 Table 48 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026 Table 49 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2021-2026 Table 50 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2021-2026

Juice in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Higher retail volume growth than before pandemic
Raimbek Bottlers drops in rankings
Aloe vera juice an emerging trend, while flavoured bottled water steals value share

PROSPECTS AND OPPORTUNITIES

Muted volume growth over forecast period
Children key consumer base
Consolidation will continue in juice

CATEGORY DATA

Table 51 Off-trade Sales of Juice by Category: Volume 2016-2021 Table 52 Off-trade Sales of Juice by Category: Value 2016-2021 Table 53 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021 Table 54 Off-trade Sales of Juice by Category: % Value Growth 2016-2021 Table 55 NBO Company Shares of Off-trade Juice: % Volume 2017-2021 Table 56 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021 Table 57 NBO Company Shares of Off-trade Juice: % Value 2017-2021 Table 58 LBN Brand Shares of Off-trade Juice: % Value 2018-2021 Table 59 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026 Table 60 Forecast Off-trade Sales of Juice by Category: Value 2021-2026 Table 61 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026 Table 62 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026

Bottled Water in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Poor quality tap water in rural regions maintains volume sales
Flavoured bottled water booms
Top brand Tassay sees price increase

PROSPECTS AND OPPORTUNITIES

Healthy volume growth over forecast period
Economy brands set to boom as consumers’ purchasing power takes a hit
Still bottled water to outperform carbonated

CATEGORY DATA

Table 63 Off-trade Sales of Bottled Water by Category: Volume 2016-2021 Table 64 Off-trade Sales of Bottled Water by Category: Value 2016-2021 Table 65 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021 Table 66 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021 Table 67 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021 Table 68 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021 Table 69 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021 Table 70 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021 Table 71 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026 Table 72 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026 Table 73 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026 Table 74 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026

Sports Drinks in Kazakhstan

2021 DEVELOPMENTS

Energy Drinks in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Energy drinks booms in 2021
Leading brand Gorilla strengthens its position
Local currency devaluation means more opportunities for local players

PROSPECTS AND OPPORTUNITIES

Energy drinks set to benefit from naturally-positioned innovation
Shortages of aluminium packaging could hamper volume growth
Healthy lifestyle and association with sports will maintain demand for energy drinks high

CATEGORY DATA

Table 75 Off-trade Sales of Energy Drinks: Volume 2016-2021 Table 76 Off-trade Sales of Energy Drinks: Value 2016-2021 Table 77 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021 Table 78 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021 Table 79 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021 Table 80 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021 Table 81 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021 Table 82 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021 Table 83 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026 Table 84 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026 Table 85 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026 Table 86 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026

Concentrates in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Nostalgia still supports the consumption of powder concentrates
Health and wellness trend is noticeable
Wine flavours in liquid concentrates

PROSPECTS AND OPPORTUNITIES

Moderate growth over forecast period
Shrinking consumer base for powder concentrates
Potential to appeal to adults with added functionality

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format Table 87 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021 Table 88 Off-trade Sales of Concentrates by Category: Value 2016-2021 Table 89 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021 Table 90 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021 Table 91 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2017-2021 Table 92 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021 Table 93 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021 Table 94 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021 Table 95 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021 Table 96 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021 Table 97 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021 Table 98 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021 Table 99 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026 Table 100 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026 Table 101 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026 Table 102 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026

RTD Tea in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Consumer demand for natural and healthy soft drinks drives RTD tea
Galanz Bottlers strengthens leadership in RTD tea
Kombucha gaining value share but still niche

PROSPECTS AND OPPORTUNITIES

Positive outlook over forecast period
RTD tea’s association as being a healthier soft drink will drive volume sales over forecast period
Lack of innovations will potentially hamper RTD tea

CATEGORY DATA

Table 103 Off-trade Sales of RTD Tea by Category: Volume 2016-2021 Table 104 Off-trade Sales of RTD Tea by Category: Value 2016-2021 Table 105 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021 Table 106 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021 Table 107 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021 Table 108 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021 Table 109 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021 Table 110 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021 Table 111 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026 Table 112 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026 Table 113 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026 Table 114 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2021-2026

RTD Coffee in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Cosmopolitans and coffee enthusiasts drive RTD coffee sales
RTD coffee at nascent stage
High unit price dampens volume sales

PROSPECTS AND OPPORTUNITIES

RTD coffee grows in line with fresh coffee
Rising consumer awareness, but high prices dampen volume growth
Starbucks drives consumer awareness over forecast period

CATEGORY DATA

Table 115 Off-trade Sales of RTD Coffee: Volume 2016-2021 Table 116 Off-trade Sales of RTD Coffee: Value 2016-2021 Table 117 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021 Table 118 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021 Table 119 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021 Table 120 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021 Table 121 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021 Table 122 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021 Table 123 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026 Table 124 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026 Table 125 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026 Table 126 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
      • Low Calorie Cola Carbonates
      • Regular Cola Carbonates
      • Lemonade/Lime
      • Ginger Ale
      • Tonic Water/Other Bitters
      • Orange Carbonates
      • Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
    • Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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

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