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Soft Drinks in Kenya

January 2023
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USD 2,450
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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?
Download Table of Contents

Soft Drinks in Kenya

Soft drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by: Volume Channel2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by: % Volume Growth Channel2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Kenya

KEY DATA FINDINGS

Rise in water vendors affects sales
Increasing demand for flavoured water amongst health aware consumers.
Changing lifestyles to boost category sales.
High taxation and cost of living to hit sales
E-commerce to continue appealing to the middle class.
Increase in urbanisation to drive growth post-COVID-19
Table 27 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 28 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 29 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 30 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 31 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 32 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 33 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 34 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 35 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 36 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 37 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 38 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027

Carbonates in Kenya

KEY DATA FINDINGS

Consumer health awareness pushing manufacturers to innovate
Coca-Cola unveils new brand platform and philosophy in Kenya
BIDCO Africa launches Planet Tangawizi
Store-based retailers to remain dominant despite growth of e-commerce
Cola remains the most consumed carbonates flavour
Lifestyle changes to spur category growth
Table 39 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 40 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 41 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 42 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 43 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 44 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 45 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 46 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027

Concentrates in Kenya

KEY DATA FINDINGS

Manufacturers turning to healthier production due to consumer health awareness
Powdered concentrates more popular than liquid concentrates
Increasing disposable incomes set to facilitate market growth
Decline due to consumer health consciousness
Brands continue to reach out to consumers using influencers.
Steady category growth post-COVID-19
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 55 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 56 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 57 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 58 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 59 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2018-2022
Table 60 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 61 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 62 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 63 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 64 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 65 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 66 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 67 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 68 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027

Juice in Kenya

KEY DATA FINDINGS

BIDCO launches immunity boosting fruit juice.
Peptang maker entices Kenyans with bottled dawa.
Decline in sales for Ceres maker as it recalls apple juice over high levels of toxins
Increased taxation and inflation stunting growth of the manufacturing sector
Shift to fresh natural juice dampening category growth of packaged juices.
Brands targeting consumers through online promotions
Table 69 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 70 Off-trade Sales of Juice by Category: Value 2017-2022
Table 71 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 72 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 73 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 74 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 75 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 76 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 77 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 78 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 79 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 80 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027

Energy Drinks in Kenya

KEY DATA FINDINGS

Monster Energy launches a national consumer promotion to boost sales.
Increased demand post COVID-19
Azam maintains popularity among low-income consumers as Red Bull appeals to the middle class
Growing demand for energy drinks creating potential for manufacturers
Consumer lifestyle changes expected to drive category growth
Demand to be driven by younger generations
Table 81 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 82 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 83 Off-trade Sales of Energy: % Volume Growth Drinks2017-2022
Table 84 Off-trade Sales of Energy: % Value Growth Drinks2017-2022
Table 85 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 86 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 87 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 88 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 89 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 90 Forecast Off-trade Sales of Energy: Value Drinks2022-2027
Table 91 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 92 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027
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
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar 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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