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Soft Drinks in Kenya

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    Report

  • 54 Pages
  • January 2025
  • Region: Kenya
  • Euromonitor International
  • ID: 349120
Overall, soft drinks in Kenya registered healthy volume growth in 2024.

The 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 (2020-2024), 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 2029 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

EXECUTIVE SUMMARY
  • Soft drinks in 2024: The big picture
  • 2024 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 2019-2024
  • Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
  • Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
  • Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
  • Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2024
  • Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2024
  • Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2024
  • Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2024
  • Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
  • Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
  • Table 11 Off-trade Sales of Soft Drinks by Category: Value 2019-2024
  • Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
  • Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
  • Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
  • Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2024
  • Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2024
  • Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2020-2024
  • Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2021-2024
  • Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2019-2024
  • Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2019-2024
  • Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2019-2024
  • Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2024
  • Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2024-2029
  • Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2024-2029
  • Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2024-2029
  • Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2024-2029
  • Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2024-2029
  • Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2024-2029
  • Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2024-2029
  • Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2024-2029
  • Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2024-2029
  • Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
CARBONATES IN KENYAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Consumers continue to be price sensitive
  • Increasing demand for reduced sugar options
  • Coca-Cola still dominates, but competitors looking for a bigger slice
PROSPECTS AND OPPORTUNITIES
  • Degree of premiumisation over forecast period.
  • Increasing sustainability concerns
  • E-commerce sees some value growth.
CATEGORY DATA
  • Table 61 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
  • Table 62 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
  • Table 63 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
  • Table 64 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
  • Table 65 Off-trade Sales of Carbonates by Category: Volume 2019-2024
  • Table 66 Off-trade Sales of Carbonates by Category: Value 2019-2024
  • Table 67 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
  • Table 68 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
  • Table 69 Sales of Carbonates by Total Fountain On-trade: Volume 2019-2024
  • Table 70 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2019-2024
  • Table 71 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
  • Table 72 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
  • Table 73 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
  • Table 74 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
  • Table 75 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
  • Table 76 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
  • Table 77 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
  • Table 78 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
  • Table 79 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2024-2029
  • Table 80 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2024-2029
JUICE IN KENYAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Consumers continue to be price sensitive
  • Health-consciousness driving consumers to seek natural and low-sugar options.
  • Stable competition as leading brands focus on innovation and digital expansion.
PROSPECTS AND OPPORTUNITIES
  • Rising demand for functional juices to drive innovation
  • Sustainability increasingly important.
  • Uncertainties remain, including drought
CATEGORY DATA
  • Table 81 Off-trade Sales of Juice by Category: Volume 2019-2024
  • Table 82 Off-trade Sales of Juice by Category: Value 2019-2024
  • Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
  • Table 84 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
  • Table 85 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
  • Table 86 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
  • Table 87 NBO Company Shares of Off-trade Juice: % Value 2020-2024
  • Table 88 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
  • Table 89 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
  • Table 90 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
  • Table 91 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
  • Table 92 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029
BOTTLED WATER IN KENYAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Still bottled water continues to dominate
  • Rising prices lead to shift toward budget-friendly bottled water choices.
  • KPC enters drinking water business in revenue push.
PROSPECTS AND OPPORTUNITIES
  • Sustainability a growing concern
  • Shift towards refillable water solutions dampens volume sales.
  • Digital and direct-to-consumer sales sees some groowth.
CATEGORY DATA
  • Table 93 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
  • Table 94 Off-trade Sales of Bottled Water by Category: Value 2019-2024
  • Table 95 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
  • Table 96 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
  • Table 97 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
  • Table 98 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
  • Table 99 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
  • Table 100 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
  • Table 101 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
  • Table 102 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
  • Table 103 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
  • Table 104 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029
ENERGY DRINKS IN KENYAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Energy drinks best performing soft drink in 2024
  • Younger consumers fuels growth of energy drinks.
  • Increasing competition for Red Bull
PROSPECTS AND OPPORTUNITIES
  • Rosy outlook over forecast period
  • Brands focus on expanding into rural areas
  • Influencer collaborations boost brand loyalty among young consumers.
CATEGORY DATA
  • Table 33 Off-trade Sales of Energy Drinks: Volume 2019-2024
  • Table 34 Off-trade Sales of Energy Drinks: Value 2019-2024
  • Table 35 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
  • Table 36 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
  • Table 37 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
  • Table 38 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
  • Table 39 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
  • Table 40 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
  • Table 41 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
  • Table 42 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
  • Table 43 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
  • Table 44 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029
CONCENTRATES IN KENYAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Muted volume growth for concentrates in 2024
  • Consumers looking for healthier offerings
  • Influencers boost brand visibility
PROSPECTS AND OPPORTUNITIES
  • Continuing muted volume growth
  • Focus on healthier positioning and expansion of flavours
  • Possible resurgence of power concentrates over forecast period
CATEGORY DATA
  • Concentrates Conversions
  • Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
  • Table 45 Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
  • Table 46 Off-trade Sales of Concentrates by Category: Value 2019-2024
  • Table 47 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
  • Table 48 Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
  • Table 49 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2020-2024
  • Table 50 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2021-2024
  • Table 51 NBO Company Shares of Off-trade Concentrates: % Value 2020-2024
  • Table 52 LBN Brand Shares of Off-trade Concentrates: % Value 2021-2024
  • Table 53 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2024
  • Table 54 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2024
  • Table 55 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2024
  • Table 56 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2024
  • Table 57 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2024-2029
  • Table 58 Forecast Off-trade Sales of Concentrates by Category: Value 2024-2029
  • Table 59 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2024-2029
  • Table 60 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2024-2029
RTD TEA IN KENYA
2024 DEVELOPMENTS
  • Premiumisation in RTD tea.
  • Inflation dampens volume sales
  • Kombucha gains momentum
PROSPECTS AND OPPORTUNITIES
  • Increasing health-awareness drives product innovation.
  • Digital marketing and social media boost RTD tea
RTD COFFEE IN KENYA
2024 DEVELOPMENTS
  • Though niche, RTD coffee registers growth.
  • Health-consciousness driving demand for premium RTD coffee
  • On-the-go consumption drives growth in RTD coffee
PROSPECTS AND OPPORTUNITIES
  • Further growth in demand over forecast period.
  • Space for more affordable brands.
  • Continuning low penetration in rural areas