Soft Drinks - Eastern Africa

The Soft Drinks market in Eastern Africa is experiencing significant growth and development. Customer preferences in the region are shifting towards healthier options, with a growing demand for natural and low-sugar beverages. Consumers are becoming more health-conscious and are actively seeking out products that align with their wellness goals. This has led to a rise in the popularity of bottled water, fruit juices, and herbal teas, as they are perceived to be healthier alternatives to carbonated soft drinks. Additionally, consumers are also increasingly interested in functional beverages that offer specific health benefits, such as energy drinks and sports drinks. Trends in the market reflect these changing preferences. There has been a surge in the availability and variety of healthier soft drinks options in Eastern Africa. Local and international companies are introducing new products that cater to the growing demand for natural and low-sugar beverages. This includes the use of locally sourced fruits and herbs, as well as the incorporation of traditional ingredients and flavors. The market is also witnessing a rise in the popularity of ready-to-drink (RTD) beverages, as they offer convenience and portability for on-the-go consumers. Local special circumstances in Eastern Africa contribute to the development of the Soft Drinks market. The region has a diverse and vibrant culture, which influences consumer preferences and demands. Traditional beverages, such as palm wine and sorghum beer, continue to hold a special place in the hearts of many consumers. As a result, there is a growing trend of incorporating traditional ingredients and flavors into modern soft drinks, creating a unique fusion of old and new. Additionally, the region's warm climate and outdoor lifestyle make soft drinks a popular choice for refreshment and hydration. Underlying macroeconomic factors also play a role in the growth of the Soft Drinks market in Eastern Africa. The region is experiencing economic growth and urbanization, which has led to an increase in disposable incomes and a growing middle class. As a result, consumers have more purchasing power and are able to afford a wider range of soft drinks products. Furthermore, the expansion of modern retail channels, such as supermarkets and convenience stores, has made soft drinks more accessible to a larger population. This has contributed to the overall growth and development of the market. In conclusion, the Soft Drinks market in Eastern Africa is developing in response to changing customer preferences, which are shifting towards healthier options. The market is witnessing a rise in the availability and variety of natural and low-sugar beverages, as well as functional drinks. Local special circumstances, such as the region's diverse culture and warm climate, contribute to the development of unique soft drinks products. Underlying macroeconomic factors, including economic growth and urbanization, also play a role in the growth of the market.

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 Non-Alcoholic Drinks, 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 Non-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. The market is updated twice a year.