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Report
Soft Drinks in Kenya
Market Direction I 2023-01-16 I 60 Pages I Euromonitor
There has been growth in the soft drinks market in Kenya, which has been attributed to the opening up of businesses and social venues resuming operations after the COVID-19 crisis. Rising sales have also been supported by an improved level of consumer income. However, although purchasing power has seen some positive growth, rising prices as a result of high rates of inflation continue to limit growth. The soft drinks market is expected to continue to perform positively over the forecast period.
Euromonitor International's Soft Drinks in Kenya report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2018-2022), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution, packaging or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Soft Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Soft Drinks in Kenya
Euromonitor International
January 2023
List Of Contents And Tables
SOFT DRINKS IN KENYA
EXECUTIVE SUMMARY
Soft drinks in 2022: The big picture
2022 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: Volume Channel2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by: % Volume Growth Channel2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumer health awareness pushing manufacturers to innovate
Coca-Cola unveils new brand platform and philosophy in Kenya
BIDCO Africa launches Planet Tangawizi
PROSPECTS AND OPPORTUNITIES
Store-based retailers to remain dominant despite growth of e-commerce
Cola remains the most consumed carbonates flavour
Lifestyle changes to spur category growth
CATEGORY DATA
Table 27 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 28 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 29 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 30 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 31 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 32 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 33 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 34 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 35 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 36 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 37 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 38 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 39 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 40 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 41 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 42 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
JUICE IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
BIDCO launches immunity boosting fruit juice.
Peptang maker entices Kenyans with bottled dawa.
Decline in sales for Ceres maker as it recalls apple juice over high levels of toxins
PROSPECTS AND OPPORTUNITIES
Increased taxation and inflation stunting growth of the manufacturing sector
Shift to fresh natural juice dampening category growth of packaged juices.
Brands targeting consumers through online promotions
CATEGORY DATA
Table 43 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 44 Off-trade Sales of Juice by Category: Value 2017-2022
Table 45 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 46 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 47 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 48 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 49 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 50 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 51 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 52 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 53 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 54 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027
BOTTLED WATER IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rise in water vendors affects sales
Increasing demand for flavoured water amongst health aware consumers.
Changing lifestyles to boost category sales.
PROSPECTS AND OPPORTUNITIES
High taxation and cost of living to hit sales
E-commerce to continue appealing to the middle class.
Increase in urbanisation to drive growth post-COVID-19
CATEGORY DATA
Table 55 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 56 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 57 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 58 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 59 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 60 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 61 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 62 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 63 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 64 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 65 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 66 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027
SPORTS DRINKS IN KENYA
2022 DEVELOPMENTS
Negligible presence
E-commerce grows in popularity
PROSPECTS AND OPPORTUNITIES
Rising interest in sport and fitness provides opportunities
ENERGY DRINKS IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Monster Energy launches a national consumer promotion to boost sales.
Increased demand post COVID-19
Azam maintains popularity among low-income consumers as Red Bull appeals to the middle class
PROSPECTS AND OPPORTUNITIES
Growing demand for energy drinks creating potential for manufacturers
Consumer lifestyle changes expected to drive category growth
Demand to be driven by younger generations
CATEGORY DATA
Table 67 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 68 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 69 Off-trade Sales of Energy: % Volume Growth Drinks2017-2022
Table 70 Off-trade Sales of Energy: % Value Growth Drinks2017-2022
Table 71 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 72 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 73 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 75 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 76 Forecast Off-trade Sales of Energy: Value Drinks2022-2027
Table 77 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 78 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027
CONCENTRATES IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Manufacturers turning to healthier production due to consumer health awareness
Powdered concentrates more popular than liquid concentrates
Increasing disposable incomes set to facilitate market growth
PROSPECTS AND OPPORTUNITIES
Decline due to consumer health consciousness
Brands continue to reach out to consumers using influencers.
Steady category growth post-COVID-19
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
CATEGORY DATA
Table 79 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 80 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 81 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 82 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 83 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2018-2022
Table 84 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 85 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 86 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 87 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 88 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 89 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 90 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 91 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 92 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027
RTD TEA IN KENYA
2022 DEVELOPMENTS
Kenyan Originals launches ice tea in the market.
Organic tea maintains popularity in RTD tea
Low product demand amongst the low-income consumer segment.
PROSPECTS AND OPPORTUNITIES
Lifestyle changes boosting demand for RTD tea
A rise in middle class consumers to boost future growth
Social media marketing set to increase category sales
RTD COFFEE IN KENYA
2022 DEVELOPMENTS
Lack of awareness hampers growth
Expected decline in sales post-COVID-19
Increasing product awareness and product benefits set to boost growth
PROSPECTS AND OPPORTUNITIES
Low popularity of RTD coffee in the Kenyan market to continue
Brands target the younger generation with innovations.
Improving consumer lifestyles and increasing disposable incomes driving growth
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