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Soft Drinks in
Kenya

Country Report

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Executive Summary

Mar 2019
Stricter operating environment may hamper demand for soft drinks

In the review period, the demand for soft drinks was partially affected by economic constraints, as rising inflation and unemployment left consumers with shrinking disposable incomes. Manufacturers also suffered as they learned they would be hit with an excise charge of KES1.

Local brands partner with internationals to improve their brand offering

The review period saw Bidco Africa and Denmark’s Co-Ro embark on a joint venture named BIDCORO to launch a new juice variant in the market. The partnership is meant to leverage on Co-Ro’s heritage in the juice industry globally and on Bidco’s local knowledge and strong distribution network.

Coca-Cola East & Central Africa Division remains the leading player

Coca-Cola East & Central Africa Division remained the leading player in the Kenyan soft drinks market in 2018. maintaining its retail value and volume shares from the previous year but seeing a slight decline in both.

Product innovation focus is on healthier variants due to health concerns

The increased awareness of product content has led to rising demand for healthier beverage alternatives. Manufacturers are increasingly being required to clearly indicate the ingredients of their products on their bottles as well as give nutritional information.

Soft drinks is expected to record volume growth over forecast period

Soft drinks in Kenya is expected to record strong volume growth in the forecast period as players in the market continue to innovate to meet changing consumer needs. Particularly, in the juice, carbonates and concentrates categories, manufacturers are set to use “reduced sugar content” as a major differentiator, to appeal to consumers seeking both value and healthier drinks.

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Soft Drinks in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Soft Drinks industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Kenya for free:

The Soft Drinks in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soft Drinks in Kenya?
  • What are the major brands in Kenya?
  • What potential exists for multinational vs. local soft drinks companies looking to increase market share?
  • How have changing social attitudes affected soft drink sales?
  • How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

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

Soft Drinks in Kenya

EXECUTIVE SUMMARY

Stricter operating environment may hamper demand for soft drinks
Local brands partner with internationals to improve their brand offering
Coca-Cola East & Central Africa Division remains the leading player
Product innovation focus is on healthier variants due to health concerns
Soft drinks is expected to record volume growth over forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 18 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 22 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 24 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Bottled Water in Kenya

HEADLINES

PROSPECTS

Still bottled water volume sales expected to rise amid contamination claims
Intensified sanctions likely to affect distribution
Excise stamp on bottled water deferred temporarily by Kenya Revenue Authority

COMPETITIVE LANDSCAPE

Aquamist Ltd leads sales
Weeding out illegal operators may result in a price increase
Greater marketing efforts are seen

CATEGORY DATA

Table 26 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 27 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 28 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 29 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 30 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 31 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 32 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 33 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 34 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 35 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 36 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 37 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Kenya

HEADLINES

PROSPECTS

Brands expected to innovate packaging to suit customer needs
Excise stamp on carbonates deferred temporarily by Kenya Revenue Authority
Manufacturers expected to put nutritional information on glass bottles

COMPETITIVE LANDSCAPE

Coca-Cola East & Central Africa Division maintains lead
Carbonates faces increasing competition from “healthier” categories
Coca-Cola launches Schweppes +C targeting mature consumers

CATEGORY DATA

Table 38 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 39 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 40 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 41 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 42 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 43 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 44 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 45 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 46 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 47 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 48 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 49 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 50 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 51 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 52 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023

Concentrates in Kenya

HEADLINES

PROSPECTS

Reduced-sugar ranges expected to be preferred
Excise on concentrates is deferred temporarily by Kenya Revenue Authority
Powder concentrates could make an entrance to cater for the lower-income group

COMPETITIVE LANDSCAPE

Local competition expected to gain momentum
Consumers are preferring RTD concentrates
Local brands expected to maintain leadership

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 54 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 55 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 56 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 57 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 58 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 59 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 60 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 61 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 62 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 63 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 64 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 65 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 66 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 67 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Kenya

HEADLINES

PROSPECTS

Brands to develop new strategies to expand their consumer base
Consumers are preferring healthier variants
Excise on energy drinks deferred temporarily by Kenya Revenue Authority

COMPETITIVE LANDSCAPE

Red Bull GmbH dominates the landscape and keeps innovating
Rising health concerns hamper energy drinks growth
Manufacturers continue to expand distribution channels

CATEGORY DATA

Table 68 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 69 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 70 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 71 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 72 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 73 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 74 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 75 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 76 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 77 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 78 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 79 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Kenya

HEADLINES

PROSPECTS

New launches reflect segmentation strategy
Global health concerns over sugar content influence juice marketing
Excise stamp on juice deferred temporarily by Kenya Revenue Authority

COMPETITIVE LANDSCAPE

Local brands expected to gain traction through international partnerships
Penetration pricing and promotional pricing gain in popularity
Aggressive marketing is expected

CATEGORY DATA

Table 80 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 81 Off-trade Sales of Juice by Category: Value 2013-2018
Table 82 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 83 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 84 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 85 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 86 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 87 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 88 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 89 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 90 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 91 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Kenya

PROSPECTS

RTD Tea in Kenya

PROSPECTS

Sports Drinks in Kenya

PROSPECTS