Soft Drinks in Kenya

January 2022
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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 2016-2021 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021 Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021 Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021 Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021 Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021 Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021 Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021 Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026 Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026 Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026 Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026 Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026 Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026 Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026 Table 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 2016-2021 Table 28 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021 Table 29 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021 Table 30 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021 Table 31 Off-trade Sales of Carbonates by Category: Volume 2016-2021 Table 32 Off-trade Sales of Carbonates by Category: Value 2016-2021 Table 33 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021 Table 34 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021 Table 35 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021 Table 36 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021 Table 37 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021 Table 38 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021 Table 39 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026 Table 40 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026 Table 41 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 44 Off-trade Sales of Juice by Category: Value 2016-2021 Table 45 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021 Table 46 Off-trade Sales of Juice by Category: % Value Growth 2016-2021 Table 47 NBO Company Shares of Off-trade Juice: % Volume 2017-2021 Table 48 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021 Table 49 NBO Company Shares of Off-trade Juice: % Value 2017-2021 Table 50 LBN Brand Shares of Off-trade Juice: % Value 2018-2021 Table 51 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026 Table 52 Forecast Off-trade Sales of Juice by Category: Value 2021-2026 Table 53 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 56 Off-trade Sales of Bottled Water by Category: Value 2016-2021 Table 57 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021 Table 58 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021 Table 59 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021 Table 60 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021 Table 61 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021 Table 62 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021 Table 63 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026 Table 64 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026 Table 65 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 68 Off-trade Sales of Energy Drinks: Value 2016-2021 Table 69 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021 Table 70 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021 Table 71 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021 Table 72 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021 Table 73 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021 Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021 Table 75 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026 Table 76 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026 Table 77 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026 Table 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) Format Table 79 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021 Table 80 Off-trade Sales of Concentrates by Category: Value 2016-2021 Table 81 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021 Table 82 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021 Table 83 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2017-2021 Table 84 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021 Table 85 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021 Table 86 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021 Table 87 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021 Table 88 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021 Table 89 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026 Table 90 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026 Table 91 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026 Table 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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This report originates from Passport, our Soft Drinks research and analysis database.

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