Executive Summary

Jul 2019
PROSPECTS
Health and wellness trend shapes development of wine in Kazakhstan

The ongoing health and wellness trend in Kazakhstan has had a direct, positive influence on the growing demand for wine. Following healthy lifestyles, and having access to a wide range of information through trade press and the internet, Kazakhstanis are becoming increasingly health conscious and mindful regarding their consumption of alcoholic drinks.

Affordability and accessibility positively influence wine’s performance

Wine in Kazakhstan is supported by the category’s strong availability through modern and traditional grocery retailers. These channels tend to offer a diverse range of wine with a large variety of brands.

Still light grape wine generates highest volume growth in 2018

Still red wine and still white wine continued to dominate sales 2018, while still light grape wine recorded the strongest volume increase. Still wine in Kazakhstan remained unsaturated at the end of the review period, with the culture of wine consumption continuing to establish itself; still red and still white remained the most popular types within still wine.

COMPETITIVE LANDSCAPE
Wine remains highly fragmented in Kazakhstan

Wine in Kazakhstan is characterised by being a highly fragmented and diversified competitive landscape. Within a wide range of brands and companies that offer wine in Kazakhstan, it is difficult to identify an obvious leader.

Traditional grocery retailers is dominant distribution channel

During 2018, independent small grocers continued to be the leading distribution channel of wine in Kazakhstan. The popularity of traditional grocery retailers can be explained by the historically settled position of this channel in the country, and the strong presence of independent small grocers in small towns and rural areas, being located close to consumers’ homes.

Specialist wine stores record strong performance in terms of advertising and promotions

In Kazakhstan, the direct advertising of alcoholic drinks is prohibited. However, in 2018 it was noted that many wine stores/boutiques publicised wine due to wine exhibitions, sommelier master classes, and wine-tasting events that educate Kazakhstanis on the culture of wine consumption.

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Wine in Kazakhstan

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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.

Wine in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Health and wellness trend shapes development of wine in Kazakhstan
Affordability and accessibility positively influence wine’s performance
Still light grape wine generates highest volume growth in 2018

COMPETITIVE LANDSCAPE

Wine remains highly fragmented in Kazakhstan
Traditional grocery retailers is dominant distribution channel
Specialist wine stores record strong performance in terms of advertising and promotions

CATEGORY DATA

Table 1 Sales of Wine by Category: Total Volume 2013-2018
Table 2 Sales of Wine by Category: Total Value 2013-2018
Table 3 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 10 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 11 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 12 Forecast Sales of Wine 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 13 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 14 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 15 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 16 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 17 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
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 2014-2018
Table 23 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 24 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 25 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 26 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 27 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 28 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

SOURCES

Summary 2 Research Sources