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Country Report

Soft Drinks in

Soft Drinks in Kenya

Dec 2019

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Executive Summary

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Consumers increasingly opt for healthier types of soft drink in 2019

Soft drinks continued to record volume sales growth in the retail channel in 2019, boosted by real GDP growth, rising disposable incomes and the lack of safe access to clean drinking water in many parts of the country. Increasing on-the-go consumption led to a wider variety of pack sizes while simultaneously making soft drinks more affordable to a wider range of people.

Counterfeit levels set to fall as new tax stamps are brought in

Counterfeit brands continue to flood the soft drinks market, posing health risks to consumers and denying government revenue through taxes. The Kenya Revenue Authority (KRA) has estimated that over 60% of juice and bottled water products are counterfeit.

Strong marketing counts in soft drinks, while Coca-Cola remains number one

In 2018-2019, soft drinks players were seen expanding their footprint in the industry through above-the-line marketing tactics such as TV adverts and setting up billboards along main street and highways. They also utilised below-the-line marketing measures such as in-store promotions and posters.

Growth opportunities and health-trend challenges for soft drinks players

Acceleration in volume sales growth in the industry was reflected in producers’ business investments in 2018-2019. Local players such as Bidco Africa Ltd, Kevian Kenya Ltd and Sky Foods Ltd continued to expand their soft drinks manufacturing capacity through investment in new production lines aimed at meeting the growing demand for non-alcoholic drinks.

Innovation will be key as consumer standards evolve in Kenya

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 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.

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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.

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Soft Drinks in Kenya

EXECUTIVE SUMMARY

Consumers increasingly opt for healthier types of soft drink in 2019

Counterfeit levels set to fall as new tax stamps are brought in

Strong marketing counts in soft drinks, while Coca-Cola remains number one

Growth opportunities and health-trend challenges for soft drinks players

Innovation will be key as consumer standards evolve in Kenya

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Bottled Water in Kenya

HEADLINES

PROSPECTS

Bottled water safety standards to improve thanks to new digital tax stamps

Increasing Kenyans’ health-awareness is set to boost bottled water

COMPETITIVE LANDSCAPE

Aquamist maintains a clear lead

Private label is trickling through, while multipacks multiply

Kenya’s unsafe piped water is good news for bottled water players

CATEGORY DATA

Table 27 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 28 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 29 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 30 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 31 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 32 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 33 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 34 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 35 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 36 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 37 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 38 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024

Carbonates in Kenya

HEADLINES

PROSPECTS

Smaller brands set to shake up carbonates

Sugar-free, on-the-go-friendly, and nutritionally transparent – three keys to success in carbonates

Carbonates and other soft drinks become more traceable

COMPETITIVE LANDSCAPE

No sign of the bubble bursting for Coca-Cola

Keeping customers will be tougher as sugar concerns rise

The future is bright (and purple) for Kevian Kenya

CATEGORY DATA

Table 39 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 40 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 41 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 42 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 43 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 44 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 45 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 46 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024

Concentrates in Kenya

HEADLINES

PROSPECTS

Health trend is set to dilute sales growth

Production costs rise as government rolls out new digital tax stamps

Not much trace of powder concentrates yet

COMPETITIVE LANDSCAPE

Sales are concentrated among domestic players

Active advertising set to keep consumers interested

Convenience and affordability to remain big advantages

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 55 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 56 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 57 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 58 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 59 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 60 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 61 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 62 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 63 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2019
Table 64 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2019
Table 65 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 66 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 67 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 68 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024

Energy Drinks in Kenya

HEADLINES

PROSPECTS

The buzz about energy drinks is spreading – in numerous ways

KRA burdens energy drinks suppliers with new excise stamps

Despite more popular alternatives, energy drinks is still on a high

COMPETITIVE LANDSCAPE

Red Bull stubbornly dominates volume sales

Energy drinks heads in a healthier direction

A vibrant outlook for energy drinks

CATEGORY DATA

Table 69 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 70 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 71 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 72 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 73 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 75 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 76 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 77 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 78 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 79 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 80 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024

Juice in Kenya

HEADLINES

PROSPECTS

Juice has a healthy platform for further strong growth

Diversification and segmentation help maximise juice’s reach

Juice is pouring into multiple new sales channels

COMPETITIVE LANDSCAPE

Higher tax duty may squeeze producers’ profits

Domestic juice flows freely

Kevian adds to the children’s range, while Jetlak set its sights on nectars

CATEGORY DATA

Table 81 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 82 Off-trade Sales of Juice by Category: Value 2014-2019
Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 84 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 85 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 86 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 87 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 88 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 89 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 90 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 91 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 92 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Soft Drinks in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

Consumers increasingly opt for healthier types of soft drink in 2019

Counterfeit levels set to fall as new tax stamps are brought in

Strong marketing counts in soft drinks, while Coca-Cola remains number one

Growth opportunities and health-trend challenges for soft drinks players

Innovation will be key as consumer standards evolve in Kenya

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Soft Drinks in Kenya

EXECUTIVE SUMMARY

Consumers increasingly opt for healthier types of soft drink in 2019

Counterfeit levels set to fall as new tax stamps are brought in

Strong marketing counts in soft drinks, while Coca-Cola remains number one

Growth opportunities and health-trend challenges for soft drinks players

Innovation will be key as consumer standards evolve in Kenya

MARKET DATA

SOURCES

Bottled Water in Kenya

HEADLINES

PROSPECTS

Bottled water safety standards to improve thanks to new digital tax stamps

Increasing Kenyans’ health-awareness is set to boost bottled water

COMPETITIVE LANDSCAPE

Aquamist maintains a clear lead

Private label is trickling through, while multipacks multiply

Kenya’s unsafe piped water is good news for bottled water players

CATEGORY DATA

Carbonates in Kenya

HEADLINES

PROSPECTS

Smaller brands set to shake up carbonates

Sugar-free, on-the-go-friendly, and nutritionally transparent – three keys to success in carbonates

Carbonates and other soft drinks become more traceable

COMPETITIVE LANDSCAPE

No sign of the bubble bursting for Coca-Cola

Keeping customers will be tougher as sugar concerns rise

The future is bright (and purple) for Kevian Kenya

CATEGORY DATA

Concentrates in Kenya

HEADLINES

PROSPECTS

Health trend is set to dilute sales growth

Production costs rise as government rolls out new digital tax stamps

Not much trace of powder concentrates yet

COMPETITIVE LANDSCAPE

Sales are concentrated among domestic players

Active advertising set to keep consumers interested

Convenience and affordability to remain big advantages

CATEGORY DATA

Concentrates Conversions

Energy Drinks in Kenya

HEADLINES

PROSPECTS

The buzz about energy drinks is spreading – in numerous ways

KRA burdens energy drinks suppliers with new excise stamps

Despite more popular alternatives, energy drinks is still on a high

COMPETITIVE LANDSCAPE

Red Bull stubbornly dominates volume sales

Energy drinks heads in a healthier direction

A vibrant outlook for energy drinks

CATEGORY DATA

Juice in Kenya

HEADLINES

PROSPECTS

Juice has a healthy platform for further strong growth

Diversification and segmentation help maximise juice’s reach

Juice is pouring into multiple new sales channels

COMPETITIVE LANDSCAPE

Higher tax duty may squeeze producers’ profits

Domestic juice flows freely

Kevian adds to the children’s range, while Jetlak set its sights on nectars