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Learn moreSep 2020
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In 2019, the healthy lifestyle trend continued to gain momentum in terms of sports uptake and decreasing alcoholic drinks consumption in Kazakhstan, especially among the population under the age of 30. These consumers are increasingly focusing on new tasting experiences, opting to drink smaller amounts of alcohol than older generations.
Vodka production in the country is tied to imported ingredients and packaging, generally from Russia. After Kazakhstan’s national currency devaluation in 2018, prices for all imported production increased by a minimum of 15% in current value terms.
Excise on brandy was 10 times lower than excise on vodka and other spirits in 2019. Legally operating local vodka producers therefore switched to low-cost brandy production in 2018-2019.
On-trade volume sales of spirits are expected to fall by 41% in 2020, in light of the impact of COVID-19. This exacerbates heavily the 1% decrease forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.
In March 2020, gin sales increased by 126% and rum by 43% through modern retailing, because of consumer stockpiling and currency devaluation (consumers were able to purchase imported drinks at the previous prices), compared with March 2019. This suggests that the local cocktail culture was initially still being supported by consumers during the pandemic.
In 2020, local brandy is predicted to continue to take share from economy vodka as the cheapest of spirits, due to its excise rate being 10 times lower. Consumers are understandably highly price-sensitive for the time being, because of both currency devaluation and COVID-19-related job reduction/losses.
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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.
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This industry report originates from Passport, our Alcoholic Drinks market research database.
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.