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Country Report

Wine in

Wine in Kazakhstan

20 pages, Jun 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Still red and white wines remain leading sellers by volume

In 2017, white and red wines led the wine category by volume. This situation is typical of a market such as Kazakhstan with an underdeveloped consumption culture and general consumption focused on parties or holiday celebrations.

Consumer focus switches away from vermouths and fortified wines

While still wines have been enjoying relative growth, the situation with fortified wine has remained more challenging. Consumption of vermouths and other fortified wines has seen negligible growth over the review period, a situation explained by a shift in consumer preference; while traditional cultural factors still dictate the majority of cases for wine consumption, understanding about quality and value has evolved with more information becoming available and more attempts by retailers to educate the general public.

Wine remains underdeveloped, but shows promise

In general, wine consumption in Kazakhstan stagnated over the review period. Although volume sales demonstrated some growth, no significant qualitative developments were evident in consumption trends.

COMPETITIVE LANDSCAPE

Competitive landscape remains open

In contrast to other categories of alcohol consumption such as beer and spirits, the competitive environment for wine has historically remained a relatively open playing field. This tendency continued in 2017, with very few prominent players present in the market that could be identified as setting trends or prominent in the minds of consumers.

Brands suffer from fragmentation and low consumer awareness

Fragmentation of the competitive environment has also meant low consolidation of brands in wine in Kazakhstan. With retailers only beginning to educate the public, and cultural sentiment regarding wine drinking (largely stemming from Soviet times, when supply of wine was scarce and lacked diversity) only recognised large categories such as “red wine” and “white wine”, the majority of Kazakhstani consumers remain unaware of particular brands or types of wine.

Retail remains the main distribution channel

Not dissimilar to other alcoholic beverages, wine is mainly sold through off-trade channels in Kazakhstan. This trend is largely driven by diminished disposable incomes associated with post-crisis times causing consumers to eat or drink out less frequently.

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Wine Market Sample Report Wine Market 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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Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Wine 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 Wine in Kazakhstan?
What are the major brands in Kazakhstan?
How do sales of new world wine perform in comparisons to old world wine?
Which countries are the main wine exporters and importers?
Is wine mainly consumed in on- or off-trade channels?
Have other sparkling wines like cava and prosecco benefited during the recession at the cost of Champagne?

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.

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Wine in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Still red and white wines remain leading sellers by volume

Consumer focus switches away from vermouths and fortified wines

Wine remains underdeveloped, but shows promise

COMPETITIVE LANDSCAPE

Competitive landscape remains open

Brands suffer from fragmentation and low consumer awareness

Retail remains the main distribution channel

CATEGORY DATA

Table 1 Sales of Wine by Category: Total Volume 2012-2017
Table 2 Sales of Wine by Category: Total Value 2012-2017
Table 3 Sales of Wine by Category: % Total Volume Growth 2012-2017
Table 4 Sales of Wine by Category: % Total Value Growth 2012-2017
Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
Table 6 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
Table 9 Forecast Sales of Wine by Category: Total Volume 2017-2022
Table 10 Forecast Sales of Wine by Category: Total Value 2017-2022
Table 11 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 12 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022

Alcoholic Drinks in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Market registers growth as beer sales drive consumption

Customer pullback from spirits helps beer sales

Competitive landscape dominance remains contested

Distribution dominated by modern grocery retailers

Moderate growth in sales volume 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 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook
Summary 2 Key New Product Developments 2017

MARKET INDICATORS

Table 13 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 14 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 15 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 16 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 17 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 18 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 19 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 20 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 21 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 22 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 23 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 24 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2017
Table 25 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 26 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 27 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 28 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

Megatrends

Country Report

Wine in Kazakhstan

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Still red and white wines remain leading sellers by volume

Consumer focus switches away from vermouths and fortified wines

Wine remains underdeveloped, but shows promise

COMPETITIVE LANDSCAPE

Competitive landscape remains open

Brands suffer from fragmentation and low consumer awareness

Retail remains the main distribution channel

Samples

Overview

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Table of Contents

Wine in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Still red and white wines remain leading sellers by volume

Consumer focus switches away from vermouths and fortified wines

Wine remains underdeveloped, but shows promise

COMPETITIVE LANDSCAPE

Competitive landscape remains open

Brands suffer from fragmentation and low consumer awareness

Retail remains the main distribution channel

CATEGORY DATA

Alcoholic Drinks in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Market registers growth as beer sales drive consumption

Customer pullback from spirits helps beer sales

Competitive landscape dominance remains contested

Distribution dominated by modern grocery retailers

Moderate growth in sales volume over the forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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