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Spirits in
Kazakhstan

Country Report

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Executive Summary

Jul 2019
PROSPECTS
Limited growth opportunities for spirits, particularly vodka

In Kazakhstan, spirits continued to observe negative dynamics in terms of sales and consumption. Factors such as the health and wellness trend, the growing popularity of alcoholic drinks with lower ABV such as beer and wine, and the limited time permitted for sales of spirits in retailers had a negative impact on overall spirits in the country.

Gin, liqueurs and rum are strongest performers

During 2018, gin, liqueurs and rum generated the fastest volume and current value growth rates in Kazakhstan. Their strong performances are due to their low volume base in the country, in addition to a consumer shift from vodka towards new flavours and consumption experiences.

Great opportunity for development of whiskies

Even though whiskies did not generate the highest volume growth during the review period, this spirit has good potential for continuous development. Whiskies is the third largest category in spirits in Kazakhstan, and there has been a gradual development of a culture regarding its consumption, especially through bars and pubs.

COMPETITIVE LANDSCAPE
Declining share for Geom TOO in 2018

Leading player Geom TOO suffered loss of share within spirits in 2018. Geom is one of the largest vodka producers in Kazakhstan.

Strong competition between domestic and international manufacturers

Spirits was a highly diverse category in 2018, offering a wide range of both local and imported brands. Domestic manufacturers strongly led vodka and brandy, which are considered the most common and traditional spirits in the country.

Modern grocery retailers amplify position due to growing number of outlets

The retailing landscape of spirits remained stable during 2018 in Kazakhstan. However, there was a positive trend towards the development of modern grocery retailers.

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Spirits in Kazakhstan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Kazakhstan 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 Spirits industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Kazakhstan 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 volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

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 Alcoholic Drinks market research database.

Spirits in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Limited growth opportunities for spirits, particularly vodka
Gin, liqueurs and rum are strongest performers
Great opportunity for development of whiskies

COMPETITIVE LANDSCAPE

Declining share for Geom TOO in 2018
Strong competition between domestic and international manufacturers
Modern grocery retailers amplify position due to growing number of outlets

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 10 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 12 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 13 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 14 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks continues to grow in 2018
Consumers shift from quantity to quality in 2018
Competition remains strong amongst players
Independent small grocers remains largest distribution channel in 2018
Growing interest in lower ABV alcoholic drinks and niche spirits over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 16 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 17 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 18 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 25 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 26 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 27 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 28 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

SOURCES

Summary 2 Research Sources