Table of Content

Soft Drinks in Kazakhstan
Euromonitor International
December 2022

List Of Contents And Tables

SOFT DRINKS IN KAZAKHSTAN
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 Channel: Volume 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
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 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN KAZAKHSTAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Healthy retail volume growth, in spite of high inflation
Coca-Cola continues to dominate
Non-traditional flavours are growing in popularity
PROSPECTS AND OPPORTUNITIES
Moderate volume growth over forecast period
Cans increasingly popular among consumers
Non-cola carbonates gain value share
CATEGORY DATA
Table 31 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 32 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 33 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 34 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 35 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 36 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 37 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 38 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 39 Sales of Carbonates by Total Fountain On-trade: Volume 2017-2022
Table 40 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2017-2022
Table 41 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 42 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 43 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 44 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 45 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 46 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 47 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 48 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
Table 49 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2022-2027
Table 50 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2022-2027
JUICE IN KAZAKHSTAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Moderate retail volume growth, in spite of high inflation
Coca-Cola Almaty strongest performer in 2022
Health and wellness continue to influence product development and positioning
PROSPECTS AND OPPORTUNITIES
Muted performance over forecast period
Juices aligned to the health and wellness trend perform well, with consumers reaching for sugar-free and fortified options
Stronger marketing support and new product launches shape the landscape
CATEGORY DATA
Table 51 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 52 Off-trade Sales of Juice by Category: Value 2017-2022
Table 53 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 54 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 56 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 57 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 58 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 59 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 60 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 61 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 62 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027
BOTTLED WATER IN KAZAKHSTAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Positive retail volume growth, in spite of high inflation
Top brand Tassay sees price increase
Vending machines offering filtered tap water increasingly popular
PROSPECTS AND OPPORTUNITIES
Moderate volume growth over forecast period
More flavour, the better
Economy brands set to boom as consumers’ purchasing power takes a hit
CATEGORY DATA
Table 63 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 64 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 65 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 66 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 68 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 69 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 70 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 71 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 72 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 73 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 74 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027
SPORTS DRINKS IN KAZAKHSTAN
2022 DEVELOPMENTS
ENERGY DRINKS IN KAZAKHSTAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Energy drinks is star performer among soft drinks in 2022
Leading local brand Gorilla strengthens its position
Little thirst for reduced sugar variants
PROSPECTS AND OPPORTUNITIES
Rosy outlook over forecast period
Energy drinks could face increasing competition from RTD coffee and other drinks with added energy benefits
Healthy lifestyle and association with sports will maintain demand for energy drinks
CATEGORY DATA
Table 75 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 76 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 77 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 78 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 79 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 80 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 81 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 82 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 83 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 84 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 85 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 86 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027
CONCENTRATES IN KAZAKHSTAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Concentrates registers fall in volume sales and is worst performing soft drink in 2022
Status quo remains in 2022
New product launches offer added-value
PROSPECTS AND OPPORTUNITIES
Dismal outlook for concentrates over forecast period
Focus on healthier positioning
Local brands gain value share
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 87 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 88 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 89 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 90 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 91 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2018-2022
Table 92 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 93 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 94 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 95 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 96 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 97 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 98 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 99 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 100 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 101 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 102 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027
RTD TEA IN KAZAKHSTAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Healthy double-digit volume growth in 2022
Galanz Bottlers retains leadership in RTD tea
Reduced sugar variants still unpopular
PROSPECTS AND OPPORTUNITIES
Rosy outlook over forecast period
Opportunity for RTD tea with a greener positioning
RTD tea’s association as being a healthier soft drink will drive volume sales over forecast period
CATEGORY DATA
Table 103 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 104 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 105 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 106 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 107 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 108 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 109 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 111 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 112 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 113 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 114 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027
RTD COFFEE IN KAZAKHSTAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Healthy double-digit volume growth in 2022
RTD coffee at nascent stage
Coffee shops drive trends
PROSPECTS AND OPPORTUNITIES
Further healthy growth over forecast period
RTD coffee growth driven by younger generation
No new entrants over forecast period
CATEGORY DATA
Table 115 Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 116 Off-trade Sales of RTD Coffee: Value 2017-2022
Table 117 Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 118 Off-trade Sales of RTD Coffee: % Value Growth 2017-2022
Table 119 NBO Company Shares of Off-trade RTD Coffee: % Volume 2018-2022
Table 120 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2019-2022
Table 121 NBO Company Shares of Off-trade RTD Coffee: % Value 2018-2022
Table 122 LBN Brand Shares of Off-trade RTD Coffee: % Value 2019-2022
Table 123 Forecast Off-trade Sales of RTD Coffee: Volume 2022-2027
Table 124 Forecast Off-trade Sales of RTD Coffee: Value 2022-2027
Table 125 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2022-2027
Table 126 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2022-2027