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Soft Drinks in Kenya
January 2022
Bottled water and carbonates continued to dominate total volume sales of soft drinks in Kenya during 2021, with juice accounting for most of the remainder. Demand for other types of soft drinks is very limited.
Soft drinks in 2021: The big picture
The rate of growth in off-trade volume sales of soft drinks accelerated for the second year in a row during 2021. The negative effect of the economic shock of the pandemic was outweighed by the fact that local consumers were spending more time at home and consuming more soft drinks there.
2021 key trends
The impact of the pandemic on carbonates demand has been felt more in the on-trade than in the off-trade. During the first half of 2020, a night-time curfew was imposed in Kenya, which negatively affected on-trade demand for carbonates, as did the closure of schools for an extended period.
Competitive landscape
Coca-Cola East & Central Africa Division continued to dominate carbonates in 2021 with its Coca-Cola, Fanta, Sprite, Krest, Coca-Cola Zero Sugar and Coca-Cola Light brands. Indeed, its off-trade volume share has increased since the onset of COVID-19, due in large part to the strength of its distribution network, which was not disrupted by pandemic restrictions.
Retailing developments
Supermarkets remained the leading distribution channel for soft drinks in 2021, closely followed by independent small grocers. During the review period prior to the onset of the pandemic, supermarkets had been gaining off-trade volume share at the expense of independent smaller grocers, as the likes of Naivas, Quickmart and Carrefour expanded their store networks.
Foodservice vs retail split
The pandemic has had a negative effect on on-trade volume sales of soft drinks, with their rate of growth continuing to slow during 2021. During 2020, a lockdown led to the closure of on-trade venues for an extended period, and many remained reluctant to visit them even after they re-opened due to a fear of contagion.
What next for soft drinks?
The rate of growth in off-trade volume sales of soft drinks will accelerate steadily over the course of the forecast period. Bottled water will be the main driver of the growth, with the health and wellness trend set to outlast the pandemic.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks 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.
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 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 Soft Drinks 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 Soft Drinks in Kenya?
To what extent are health considerations impacting consumption of Soft Drinks 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 Soft Drinks in Kenya?
Which are the leading brands in Soft Drinks in Kenya?
What potential exists for multinational or domestic soft drinks companies to expand in Kenya?
How are products distributed in Soft Drinks 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 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 Kenya
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 2016-2021Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Carbonates in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Heightened health awareness boosts demand for low calorie cola carbonates
Strong distribution network helps Coca-Cola to reinforce its dominance
COVID-19 restrictions slow growth in on-trade demand
PROSPECTS AND OPPORTUNITIES
Post-pandemic economic rebound will support moderate demand growth
E-commerce will continue to grow, while supermarkets will narrow the gap to independent small grocers
Carbonates makes will broaden their product portfolios with new flavours
CATEGORY DATA
Table 27 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021Table 28 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021Table 29 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021Table 30 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021Table 31 Off-trade Sales of Carbonates by Category: Volume 2016-2021Table 32 Off-trade Sales of Carbonates by Category: Value 2016-2021Table 33 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021Table 34 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021Table 35 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021Table 36 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021Table 37 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021Table 38 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021Table 39 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026Table 40 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026Table 41 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026Table 42 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026
Juice in Kenya
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 43 Off-trade Sales of Juice by Category: Volume 2016-2021Table 44 Off-trade Sales of Juice by Category: Value 2016-2021Table 45 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021Table 46 Off-trade Sales of Juice by Category: % Value Growth 2016-2021Table 47 NBO Company Shares of Off-trade Juice: % Volume 2017-2021Table 48 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021Table 49 NBO Company Shares of Off-trade Juice: % Value 2017-2021Table 50 LBN Brand Shares of Off-trade Juice: % Value 2018-2021Table 51 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026Table 52 Forecast Off-trade Sales of Juice by Category: Value 2021-2026Table 53 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026Table 54 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
Bottled Water in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Poor quality tap water spurs demand for bottled water in urban areas
Leader Aquamist benefits from pandemic, which leads consumers to turn to trusted brands
Emerging interest in e-commerce among more affluent consumers
PROSPECTS AND OPPORTUNITIES
Heightened consumer interest in health and wellness will outlast the pandemic
Improved regulation should help to weed out counterfeiters and build consumer trust in bottled water
Glass bottles will proliferate at the expense of plastic, helping some brands to cultivate a more premium image
CATEGORY DATA
Table 55 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 56 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 57 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 58 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 59 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 60 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 61 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 62 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 63 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 64 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 65 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 66 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
Sports Drinks in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic disruption undermines demand
With limited distribution, e-commerce is growing in popularity in sports drinks
PROSPECTS AND OPPORTUNITIES
Heightened consumer interest in sports and fitness should lead to wider distribution
Return of sporting events will boost demand
Energy Drinks in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic helps Red Bull to halt its decline, as consumers turn to trusted brands during a difficult period
Interest in energy drinks is rising among younger consumers
Brands seek to burnish their CSR credentials
PROSPECTS AND OPPORTUNITIES
As daily life normalises, off-trade volume sales growth will accelerate
Increased interest in sports and fitness will boost demand for energy drinks
E-commerce will continue to grow in importance as a distribution channel
CATEGORY DATA
Table 67 Off-trade Sales of Energy Drinks: Volume 2016-2021Table 68 Off-trade Sales of Energy Drinks: Value 2016-2021Table 69 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021Table 70 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021Table 71 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021Table 72 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021Table 73 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021Table 75 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026Table 76 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026Table 77 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026Table 78 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026
Concentrates in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic has no more than a modest negative effect on demand
As local consumers become more health conscious, the perceived ‘artificiality’ of concentrates is becoming a drag on growth
Competitive landscape remains quite fragmented
PROSPECTS AND OPPORTUNITIES
Health and wellness trend will continue to weigh on growth
Pandemic economic shock boosts open markets and hawkers at the expense of supermarkets
More brands will turn to social media influencers for marketing purposes
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) FormatTable 79 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021Table 80 Off-trade Sales of Concentrates by Category: Value 2016-2021Table 81 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021Table 82 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021Table 83 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2017-2021Table 84 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021Table 85 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021Table 86 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021Table 87 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021Table 88 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021Table 89 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026Table 90 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026Table 91 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026Table 92 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026
RTD Coffee in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lack of awareness hampers growth
Pandemic-related foodservice closures undermined demand for RTD coffee
Shift in grocery shopping from supermarkets to traditional grocery retailers has made RTD coffee less accessible
PROSPECTS AND OPPORTUNITIES
Innovation could spur demand growth
Lack of awareness continues to restrict growth
RTD Tea in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Kenyans love tea – as long as it is in a cup
Economic shock of pandemic weighs on demand
Charitable donations help to raise the profile of Kabaki Kenyan Purple Tea
PROSPECTS AND OPPORTUNITIES
In spite of widening distribution, demand will remain limited
Organic RTD tea will be a growth driver
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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