Beer - Kazakhstan

The Beer market in Kazakhstan has been experiencing significant growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this development.

Customer preferences: Kazakhstan has a strong beer-drinking culture, with beer being a popular beverage choice among consumers. The younger generation, in particular, has shown a growing preference for beer over other alcoholic beverages. This shift in customer preferences has led to an increase in beer consumption in the country.

Trends in the market: One of the key trends in the beer market in Kazakhstan is the growing demand for craft beer. Consumers are increasingly seeking unique and locally brewed beers, which has led to the emergence of several craft breweries in the country. This trend reflects a desire for high-quality, artisanal products and a departure from mass-produced beers. Another trend in the market is the increasing popularity of flavored beers. Manufacturers have introduced a wide range of flavored beers, such as fruit-infused and spiced varieties, to cater to changing consumer tastes. This trend has attracted a new segment of consumers who are looking for innovative and refreshing beer options.

Local special circumstances: Kazakhstan's geographical location and cultural influences have played a role in shaping the beer market in the country. The country shares borders with Russia and China, two countries with strong beer-drinking cultures. This proximity has led to the exchange of beer-related traditions and preferences, contributing to the growth of the beer market in Kazakhstan. Additionally, the country's climate, with hot summers and long winters, has created a demand for beer as a refreshing and enjoyable beverage. Beer is often consumed during social gatherings and celebrations, further driving its popularity in the country.

Underlying macroeconomic factors: The economic growth and rising disposable incomes in Kazakhstan have also contributed to the development of the beer market. As consumers have more purchasing power, they are able to afford beer as a regular indulgence. This has led to increased sales and consumption of beer in the country. Furthermore, the government's efforts to promote the tourism industry have had a positive impact on the beer market. As more tourists visit Kazakhstan, the demand for beer as a staple beverage increases. This has created opportunities for both domestic and international beer manufacturers to expand their presence in the country. In conclusion, the Beer market in Kazakhstan has experienced growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The demand for craft beer, flavored beers, and the cultural influences from neighboring countries have all contributed to the market's development. Additionally, the country's economic growth and government initiatives to promote tourism have further fueled the growth of the beer market in Kazakhstan.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.