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Report
Soft Drinks in Kenya
Market Direction I 2024-02-05 I 63 Pages I Euromonitor
While soft drinks in Kenya continued to develop positively in total volume sales terms in 2023, growth was weaker than in 2022. This was partly attributable to increasing maturity, but mainly due to the spike in inflation fuelled by the global recovery from the pandemic and the fallout of Russia's invasion of Ukraine. As the cost of living soared and purchasing power fell, most people became more inclined to rein in discretionary spending. As a result, several categories experienced a slowdown i...
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 (2019-2023), 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 2028 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
February 2024
List Of Contents And Tables
SOFT DRINKS IN KENYA
EXECUTIVE SUMMARY
Soft drinks in 2023: The big picture
2023 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 Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2022
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2022
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2022
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2022
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Favourable demographic and socioeconomic trends continue to buoy demand
Coca-Cola launches Recipe For Magic prize competition
Highlands expands Club Soda range with lemonade/lime variant
PROSPECTS AND OPPORTUNITIES
Maturity and changing consumer preferences expected to temper volume growth
Reduced sugar and sugar-free varieties will be a focal point for innovation
Further distribution gains likely for the e-commerce channel
CATEGORY DATA
Table 27 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 28 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 29 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 30 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 31 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 32 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 33 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 34 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 35 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 36 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 37 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 38 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 39 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 40 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 41 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 42 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
JUICE IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail demand slows as high inflation drives up prices and erodes purchasing power
Innovation helps Kevian Kenya Ltd to consolidate its leadership
Coca-Cola makes its Minute Maid brand available in new Tetra Pak carton
PROSPECTS AND OPPORTUNITIES
Retail demand for 100% juice set to decline consistently
Nectars (25-99% juice) expected to post strongest growth in off-trade volume sales
Health and wellness trend will continue to shape new product development activity
CATEGORY DATA
Table 43 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 44 Off-trade Sales of Juice by Category: Value 2018-2023
Table 45 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 46 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 47 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 48 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 49 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 50 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 51 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 52 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 53 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 54 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028
BOTTLED WATER IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail demand remains robust despite slowdown
Consumption still heavily concentrated in off-trade channels
Intense competition continues to fuel brand differentiation efforts
PROSPECTS AND OPPORTUNITIES
Limited access to safe drinking water will continue to buoy off-trade volume sales
More players expected to introduce flavoured and functional products
Sustainability initiatives will remain focused on packaging
CATEGORY DATA
Table 55 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 56 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 57 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 58 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 59 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 60 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 61 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 62 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 63 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 64 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 65 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 66 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028
SPORTS DRINKS IN KENYA
2023 DEVELOPMENTS
Growing participation in sports and fitness activities boosts demand
Competition from alternative product types continues to limit sports drinks penetration
E-commerce gains importance as a distribution channel
PROSPECTS AND OPPORTUNITIES
Outlook is favourable but sports drinks will remain a niche area
More players expected to launch reduced sugar and sugar-free products
Marketing investment will be focused on social media and event sponsorship
ENERGY DRINKS IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Busier lifestyles strengthen appreciation for stimulant effect of energy drinks
Young adults remain the core target demographic for promotional activities
Red Bull maintains huge lead as high inflation increases appeal of cheaper brands
PROSPECTS AND OPPORTUNITIES
Robust growth in off-trade volume sales projected
Reduced sugar category set to show the fastest development
Producers will continue to increase investment in social media advertising
CATEGORY DATA
Table 67 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 68 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 69 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 70 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 71 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 72 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 73 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 75 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 76 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 77 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 78 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028
CONCENTRATES IN KENYA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Easing of the pandemic and health concerns subdue demand for liquid concentrates
Appeal of powder concentrates continues to dwindle
Milly launches new Picana range made with real fruit pulp
PROSPECTS AND OPPORTUNITIES
Unit volume sales of liquid concentrates set to decline steadily
Manufacturers expected to focus on developing new health-oriented products
Concentrates producers will continue working to improve sustainability credentials
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 79 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 80 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 81 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 82 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 83 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2019-2023
Table 84 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 85 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 86 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 87 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 88 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 89 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 90 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 91 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 92 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028
RTD TEA IN KENYA
2023 DEVELOPMENTS
RTD tea profits from growing preference for healthier soft drinks
Kenyans show increasing interest in carbonated varieties and kombucha
Demand remains concentrated among more affluent urban consumers
PROSPECTS AND OPPORTUNITIES
RTD tea consumption set to continue rising gradually
More players expected to introduce reduced sugar products
Social media influencers likely to gain prominence in marketing strategies
RTD COFFEE IN KENYA
2023 DEVELOPMENTS
Consumer awareness of RTD coffee remains low
Convenience factor and potential health benefits help to lift demand
Exposure to cold brew coffee in on-trade outlets strengthens interest in RTD products
PROSPECTS AND OPPORTUNITIES
Penetration expected to improve but RTD coffee will remain a negligible category
Flavour diversification should help to boost demand among younger demographics
Health and environmental concerns will continue to influence competitive strategies
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