Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  Check Out View Cart

Country Report

Soft Drinks in

Soft Drinks in Kenya

45 pages, Mar 2018

US$2,100

Add to cart Pay by invoice

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Soft drinks volume sales growth remains steady in 2017

Soft drinks volume sales growth remained steady in 2017 as consumers became more health-conscious. Kenyans have become more aware of both the high sugar content in many soft drinks and the impact of artificial sweeteners.

Manufacturers invest heavily in advertising

Manufacturers are investing heavily in advertising via the mass media, billboards, sports stadia and public events. The Kenyan market has for a long time been flooded with sugary, high-calorie drinks and while many larger companies have tried to move towards better-for-you formulations of their existing brands, very few have ventured into the truly innovative realm of removing sugar altogether.

Innovation in juice packaging

In 2017, the juice category witnessed an improvement in product packaging as manufacturers sought to specifically target more sophisticated consumers. Children’s juices saw the introduction of smaller packs with screw tops as well as cartoon characters to give these products a more entertaining image.

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 2017, maintaining its retail value share from the previous year but seeing a slight decline in its retail and total volume share. The company’s leading position can be primarily attributed to its dominance in carbonates, the second biggest soft drinks category, while it also has a presence in the largest bottled water category.

Solid volume growth expected over the forecast period

Soft drinks in Kenya is expected to perform well over the forecast period as manufacturers seek to cater for increasingly health-aware and quality-conscious consumers. Mid-income households will remain a key target audience due to their rising disposable incomes and subsequent stronger purchasing power.

Files are delivered directly into your account within a few minutes of purchase.

Samples

Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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.

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

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.

Want to find out more about this report?

Request more information

Soft Drinks in Kenya

EXECUTIVE SUMMARY

Soft drinks volume sales growth remains steady in 2017

Manufacturers invest heavily in advertising

Innovation in juice packaging

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

Solid volume growth expected over the forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 18 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 22 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 24 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Bottled Water in Kenya

HEADLINES

PROSPECTS

Manufacturers focus on premiumisation to meet the needs of millennials

Bottled water preferred to tap water

Consumers choose bottled water over carbonates due to health concerns

COMPETITIVE LANDSCAPE

New entrants seek to gain share through lower-priced products

Lack of brand loyalty in bottled water

CATEGORY DATA

Table 26 Off-trade Sales of Bottled Water by Category: Volume 2012-2017
Table 27 Off-trade Sales of Bottled Water by Category: Value 2012-2017
Table 28 Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017
Table 29 Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017
Table 30 NBO Company Shares of Off-trade Bottled Water: % Volume 2013-2017
Table 31 LBN Brand Shares of Off-trade Bottled Water: % Volume 2014-2017
Table 32 NBO Company Shares of Off-trade Bottled Water: % Value 2013-2017
Table 33 LBN Brand Shares of Off-trade Bottled Water: % Value 2014-2017
Table 34 Forecast Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 35 Forecast Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 36 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 37 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022

Carbonates in Kenya

HEADLINES

PROSPECTS

Coca-Cola acquires Equator Bottlers

Health-conscious consumers demand healthier carbonates

Introduction of revenue stamps meets some resistance

COMPETITIVE LANDSCAPE

Carbonates facing increasing competition from juice

Established manufacturers look to diversify their businesses

CATEGORY DATA

Table 38 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017
Table 39 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017
Table 40 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017
Table 41 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017
Table 42 Off-trade Sales of Carbonates by Category: Volume 2012-2017
Table 43 Off-trade Sales of Carbonates by Category: Value 2012-2017
Table 44 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017
Table 45 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017
Table 47 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017
Table 48 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017
Table 49 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017
Table 50 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 51 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 52 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022

Concentrates in Kenya

HEADLINES

PROSPECTS

Manufacturers focus on flavour innovation to meet changing consumer needs

Growing number of middle-class consumers seeking healthier options

Manufacturers obliged to disclose the nutritional content of their products

COMPETITIVE LANDSCAPE

Consumers showing more interest in RTD concentrates

Health-conscious consumers prefer juice and water

Excel Chemicals loses value share

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 54 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 55 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 56 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 57 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 58 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 59 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 60 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 61 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 62 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 63 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 64 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 65 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 66 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 67 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022

Energy Drinks in Kenya

HEADLINES

PROSPECTS

Energy drinks grow in popularity among busy younger consumers due to rising disposable incomes

Increasing awareness campaigns

Consumers increasingly opting for healthier variants

COMPETITIVE LANDSCAPE

Energy drinks a relatively small category dominated by one major player

Manufacturer innovation focuses on healthier options

CATEGORY DATA

Table 68 Off-trade Sales of Energy Drinks: Volume 2012-2017
Table 69 Off-trade Sales of Energy Drinks: Value 2012-2017
Table 70 Off-trade Sales of Energy Drinks: % Volume Growth 2012-2017
Table 71 Off-trade Sales of Energy Drinks: % Value Growth 2012-2017
Table 72 NBO Company Shares of Off-trade Energy Drinks: % Volume 2013-2017
Table 73 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2014-2017
Table 74 NBO Company Shares of Off-trade Energy Drinks: % Value 2013-2017
Table 75 LBN Brand Shares of Off-trade Energy Drinks: % Value 2014-2017
Table 76 Forecast Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 77 Forecast Off-trade Sales of Energy Drinks: Value 2017-2022
Table 78 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 79 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2017-2022

Juice in Kenya

HEADLINES

PROSPECTS

Manufacturers focus on children, adolescents and young adults

Working middle-classes appreciate the convenience of on-the-go products

Innovation and flavour diversification

COMPETITIVE LANDSCAPE

In-store marketing activities remain popular

Increasingly health-conscious middle-classes drive growth

Innovation supported by investment in new technology

CATEGORY DATA

Table 80 Off-trade Sales of Juice by Category: Volume 2012-2017
Table 81 Off-trade Sales of Juice by Category: Value 2012-2017
Table 82 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017
Table 83 Off-trade Sales of Juice by Category: % Value Growth 2012-2017
Table 84 NBO Company Shares of Off-trade Juice: % Volume 2013-2017
Table 85 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017
Table 86 NBO Company Shares of Off-trade Juice: % Value 2013-2017
Table 87 LBN Brand Shares of Off-trade Juice: % Value 2014-2017
Table 88 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022
Table 89 Forecast Off-trade Sales of Juice by Category: Value 2017-2022
Table 90 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 91 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022

Megatrends

Country Report

Soft Drinks in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

Soft drinks volume sales growth remains steady in 2017

Manufacturers invest heavily in advertising

Innovation in juice packaging

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

Solid volume growth expected over the forecast period

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Soft Drinks in Kenya

EXECUTIVE SUMMARY

Soft drinks volume sales growth remains steady in 2017

Manufacturers invest heavily in advertising

Innovation in juice packaging

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

Solid volume growth expected over the forecast period

MARKET DATA

SOURCES

Bottled Water in Kenya

HEADLINES

PROSPECTS

Manufacturers focus on premiumisation to meet the needs of millennials

Bottled water preferred to tap water

Consumers choose bottled water over carbonates due to health concerns

COMPETITIVE LANDSCAPE

New entrants seek to gain share through lower-priced products

Lack of brand loyalty in bottled water

CATEGORY DATA

Carbonates in Kenya

HEADLINES

PROSPECTS

Coca-Cola acquires Equator Bottlers

Health-conscious consumers demand healthier carbonates

Introduction of revenue stamps meets some resistance

COMPETITIVE LANDSCAPE

Carbonates facing increasing competition from juice

Established manufacturers look to diversify their businesses

CATEGORY DATA

Concentrates in Kenya

HEADLINES

PROSPECTS

Manufacturers focus on flavour innovation to meet changing consumer needs

Growing number of middle-class consumers seeking healthier options

Manufacturers obliged to disclose the nutritional content of their products

COMPETITIVE LANDSCAPE

Consumers showing more interest in RTD concentrates

Health-conscious consumers prefer juice and water

Excel Chemicals loses value share

CATEGORY DATA

Concentrates Conversions

Energy Drinks in Kenya

HEADLINES

PROSPECTS

Energy drinks grow in popularity among busy younger consumers due to rising disposable incomes

Increasing awareness campaigns

Consumers increasingly opting for healthier variants

COMPETITIVE LANDSCAPE

Energy drinks a relatively small category dominated by one major player

Manufacturer innovation focuses on healthier options

CATEGORY DATA

Juice in Kenya

HEADLINES

PROSPECTS

Manufacturers focus on children, adolescents and young adults

Working middle-classes appreciate the convenience of on-the-go products

Innovation and flavour diversification

COMPETITIVE LANDSCAPE

In-store marketing activities remain popular

Increasingly health-conscious middle-classes drive growth

Innovation supported by investment in new technology

CATEGORY DATA

RTD Coffee in Kenya