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Many COVID-19 restrictions implemented to curb the spread of the virus in Kenya are expected to have a negative impact on the performance of categories in soft drinks. Foodservice closures implemented in order to prevent crowds of people in Kenya, for example, will restrict demand for carbonates which are popular products in restaurants, bars and cafes.
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 (2015-2019), 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 2024 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on soft drinks
COVID-19 country impact
Company response
Retailing shift
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 2015-2020 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020 Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020 Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020 Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020 Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020 Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020 Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025 Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025 Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025 Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025 Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025 Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025 Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025 Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Carbonates faces reduced demand following foodservice closures
Consumer buying habits alter as a result of economic hardship
No sign of bubble bursting for Coca-Cola in Kenya
RECOVERY AND OPPORTUNITIES
Health and wellness to put a dent in carbonates in the coming year
Healthy lifestyles to drive growth of tonic water
An influx of smaller brands to shake up carbonates in the forecast period
CATEGORY DATA
Table 27 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020 Table 28 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020 Table 29 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020 Table 30 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020 Table 31 Off-trade Sales of Carbonates by Category: Volume 2015-2020 Table 32 Off-trade Sales of Carbonates by Category: Value 2015-2020 Table 33 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020 Table 34 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020 Table 36 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020 Table 37 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020 Table 38 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020 Table 39 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025 Table 40 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025 Table 41 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025 Table 42 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers look to juice to boost their immunity
Rising prices in times of economic uncertainty deter consumers
Kevian retains leadership thanks to extensive product ranges
RECOVERY AND OPPORTUNITIES
COVID-19 to accelerate the shift towards e-commerce
Job losses to continue as the category is hit by hard times
Health and wellness to drive shift to fresh juices
CATEGORY DATA
Table 43 Off-trade Sales of Juice by Category: Volume 2015-2020 Table 44 Off-trade Sales of Juice by Category: Value 2015-2020 Table 45 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 Table 46 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 Table 48 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020 Table 49 NBO Company Shares of Off-trade Juice: % Value 2016-2020 Table 50 LBN Brand Shares of Off-trade Juice: % Value 2017-2020 Table 51 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 Table 52 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 Table 53 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025 Table 54 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 ban on gatherings to hit bottled water hard
Lifestyle changes restrict growth of bottled water as consumers fall on hard times
Aquamist's lead to continue thanks to widespread availability
RECOVERY AND OPPORTUNITIES
Price rises on the horizon following economic turmoil of COVID-19
Tax relief to support growth of bottled water in the coming years
Bottled water safety standards to improve thanks to new digital tax stamps
CATEGORY DATA
Table 55 Off-trade Sales of Bottled Water by Category: Volume 2015-2020 Table 56 Off-trade Sales of Bottled Water by Category: Value 2015-2020 Table 57 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020 Table 58 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020 Table 59 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020 Table 60 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020 Table 61 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020 Table 62 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020 Table 63 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025 Table 64 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025 Table 65 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025 Table 66 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Travel restrictions to hit energy drinks in COVID-19 pandemic
Ban on sports events to restrict sales
The work from home trend is expected to hinder growth in energy drinks
RECOVERY AND OPPORTUNITIES
Health and fitness trends to drive growth in energy drinks
Brands to focus on PR to stay afloat in the coming years
Lifestyle changes to drive innovation and product development in energy drinks
CATEGORY DATA
Table 67 Off-trade Sales of Energy Drinks: Volume 2015-2020 Table 68 Off-trade Sales of Energy Drinks: Value 2015-2020 Table 69 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020 Table 70 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020 Table 71 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020 Table 72 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020 Table 73 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020 Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020 Table 75 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025 Table 76 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025 Table 77 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025 Table 78 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Already negligible RTD tea takes a further hit during COVID-19 crisis
Kenyan consumers still sceptical about unfamiliar RTD tea
Kabaki Kenyan Purple Tea gains attention with acts of kindness
RECOVERY AND OPPORTUNITIES
RTD tea to remain marginal
Fitness enthusiasts to boost growth
Small target audience hurts category
KEY DATA FINDINGS
2020 IMPACT
Lack of awareness hampers growth of RTD coffee
COVID-19 will further restrict growth in RTD coffee
COVID-19 foodservice closures are bad news for RTD coffee
RECOVERY AND OPPORTUNITIES
Changing consumer needs to shape RTD coffee as Coca-Cola leads innovation
Lack of awareness continues to restrict growth
Reopening of foodservice will help the category
2020 IMPACT
KEY DATA FINDINGS
2020 IMPACT
COVID-19 lifestyle changes to impact the shape of concentrates in 2020
Consumer focus on health and wellness following COVID-19 outbreak
Sales concentrated among domestic players
RECOVERY AND OPPORTUNITIES
Health trend set to dilute sales growth
Changing lifestyles and health and wellness to drive innovation
Concentrates faces cross-category competition from Coca-Cola
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 2015-2020 Table 80 Off-trade Sales of Concentrates by Category: Value 2015-2020 Table 81 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020 Table 82 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020 Table 83 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020 Table 84 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020 Table 85 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020 Table 86 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020 Table 87 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020 Table 88 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020 Table 89 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025 Table 90 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025 Table 91 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025 Table 92 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025