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Soft Drinks in Kenya

Soft Drinks in Kenya

Bottled water and carbonates continued to dominate total volume sales of soft drinks in Kenya during 2021, with juice accounting for most of the remainder. Demand for other types of soft drinks is very limited. The pandemic has had a slightly positive effect on off-trade demand for soft drinks, with Kenyans consuming more soft drinks at home – particularly bottled water – due to restrictions on movement, which outweighed the negative effect of the economic shock of COVID-19.

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 (2017-2021), 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 2026 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.

Soft Drinks in Kenya

List Of Contents And Tables

SOFT DRINKS IN KENYA
EXECUTIVE SUMMARY
Soft drinks in 2021: The big picture
2021 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 2016-2021
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Heightened health awareness boosts demand for low calorie cola carbonates
Strong distribution network helps Coca-Cola to reinforce its dominance
COVID-19 restrictions slow growth in on-trade demand
PROSPECTS AND OPPORTUNITIES
Post-pandemic economic rebound will support moderate demand growth
E-commerce will continue to grow, while supermarkets will narrow the gap to independent small grocers
Carbonates makes will broaden their product portfolios with new flavours
CATEGORY DATA
Table 27 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021
Table 28 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021
Table 29 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021
Table 30 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021
Table 31 Off-trade Sales of Carbonates by Category: Volume 2016-2021
Table 32 Off-trade Sales of Carbonates by Category: Value 2016-2021
Table 33 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021
Table 34 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021
Table 35 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021
Table 36 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021
Table 37 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021
Table 38 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021
Table 39 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026
Table 40 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026
Table 41 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026
Table 42 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026
JUICE IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic halts supermarket growth
Increasingly health conscious local consumers switch to juice from other soft drinks
New product launch targeting children helps Kevian strengthen its leadership position
PROSPECTS AND OPPORTUNITIES
Consumers will increasingly value naturalness in juice
A post-pandemic economic rebound will support accelerated growth
Leader Kevian well positioned for further growth
CATEGORY DATA
Table 43 Off-trade Sales of Juice by Category: Volume 2016-2021
Table 44 Off-trade Sales of Juice by Category: Value 2016-2021
Table 45 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021
Table 46 Off-trade Sales of Juice by Category: % Value Growth 2016-2021
Table 47 NBO Company Shares of Off-trade Juice: % Volume 2017-2021
Table 48 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021
Table 49 NBO Company Shares of Off-trade Juice: % Value 2017-2021
Table 50 LBN Brand Shares of Off-trade Juice: % Value 2018-2021
Table 51 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026
Table 52 Forecast Off-trade Sales of Juice by Category: Value 2021-2026
Table 53 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026
Table 54 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
BOTTLED WATER IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Poor quality tap water spurs demand for bottled water in urban areas
Leader Aquamist benefits from pandemic, which leads consumers to turn to trusted brands
Emerging interest in e-commerce among more affluent consumers
PROSPECTS AND OPPORTUNITIES
Heightened consumer interest in health and wellness will outlast the pandemic
Improved regulation should help to weed out counterfeiters and build consumer trust in bottled water
Glass bottles will proliferate at the expense of plastic, helping some brands to cultivate a more premium image
CATEGORY DATA
Table 55 Off-trade Sales of Bottled Water by Category: Volume 2016-2021
Table 56 Off-trade Sales of Bottled Water by Category: Value 2016-2021
Table 57 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021
Table 58 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021
Table 59 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021
Table 60 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021
Table 61 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021
Table 62 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021
Table 63 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026
Table 64 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026
Table 65 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026
Table 66 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
SPORTS DRINKS IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic disruption undermines demand
With limited distribution, e-commerce is growing in popularity in sports drinks
PROSPECTS AND OPPORTUNITIES
Heightened consumer interest in sports and fitness should lead to wider distribution
Return of sporting events will boost demand
ENERGY DRINKS IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic helps Red Bull to halt its decline, as consumers turn to trusted brands during a difficult period
Interest in energy drinks is rising among younger consumers
Brands seek to burnish their CSR credentials
PROSPECTS AND OPPORTUNITIES
As daily life normalises, off-trade volume sales growth will accelerate
Increased interest in sports and fitness will boost demand for energy drinks
E-commerce will continue to grow in importance as a distribution channel
CATEGORY DATA
Table 67 Off-trade Sales of Energy Drinks: Volume 2016-2021
Table 68 Off-trade Sales of Energy Drinks: Value 2016-2021
Table 69 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021
Table 70 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021
Table 71 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021
Table 72 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021
Table 73 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021
Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021
Table 75 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026
Table 76 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026
Table 77 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026
Table 78 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026
CONCENTRATES IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic has no more than a modest negative effect on demand
As local consumers become more health conscious, the perceived ‘artificiality’ of concentrates is becoming a drag on growth
Competitive landscape remains quite fragmented
PROSPECTS AND OPPORTUNITIES
Health and wellness trend will continue to weigh on growth
Pandemic economic shock boosts open markets and hawkers at the expense of supermarkets
More brands will turn to social media influencers for marketing purposes
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 2016-2021
Table 80 Off-trade Sales of Concentrates by Category: Value 2016-2021
Table 81 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021
Table 82 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021
Table 83 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2017-2021
Table 84 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021
Table 85 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021
Table 86 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021
Table 87 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021
Table 88 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021
Table 89 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026
Table 90 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026
Table 91 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026
Table 92 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026
RTD TEA IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Kenyans love tea – as long as it is in a cup
Economic shock of pandemic weighs on demand
Charitable donations help to raise the profile of Kabaki Kenyan Purple Tea
PROSPECTS AND OPPORTUNITIES
In spite of widening distribution, demand will remain limited
Organic RTD tea will be a growth driver
RTD COFFEE IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lack of awareness hampers growth
Pandemic-related foodservice closures undermined demand for RTD coffee
Shift in grocery shopping from supermarkets to traditional grocery retailers has made RTD coffee less accessible
PROSPECTS AND OPPORTUNITIES
Innovation could spur demand growth
Lack of awareness continues to restrict growth

Report Title: Soft Drinks in Kenya


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