Soft Drinks - Kazakhstan

The Soft Drinks market in Kazakhstan is experiencing significant growth and development in recent years.

Customer preferences: Kazakhstan, with its growing population and increasing urbanization, has seen a shift in consumer preferences towards healthier beverage options. This has led to a rise in demand for low-sugar and natural soft drinks. Consumers are becoming more health-conscious and are actively seeking out products that are perceived as better for their overall well-being. As a result, soft drink manufacturers in Kazakhstan are focusing on introducing new products that cater to these changing preferences, such as fruit-infused sparkling water and natural fruit juices.

Trends in the market: One of the key trends in the Soft Drinks market in Kazakhstan is the growing popularity of functional beverages. Functional beverages, such as energy drinks and sports drinks, are gaining traction among consumers who are looking for products that provide specific health benefits or enhance their performance. This trend is driven by the increasing awareness of the importance of physical fitness and the desire to lead an active lifestyle. Soft drink manufacturers are capitalizing on this trend by introducing new functional beverages that target specific consumer needs, such as hydration, energy boost, or post-workout recovery. Another trend in the Soft Drinks market in Kazakhstan is the rising demand for ready-to-drink (RTD) beverages. RTD beverages offer convenience to consumers who are constantly on the go and prefer grab-and-go options. This trend is fueled by the busy lifestyles of urban dwellers in Kazakhstan, who are looking for quick and easy refreshment solutions. Soft drink manufacturers are responding to this trend by launching a wide range of RTD beverages, including bottled teas, coffees, and flavored water.

Local special circumstances: Kazakhstan has a diverse ethnic population, with a significant number of consumers belonging to different cultural backgrounds. This diversity has influenced the Soft Drinks market in Kazakhstan, as manufacturers are introducing products that cater to the specific tastes and preferences of different ethnic groups. For example, there is a demand for traditional drinks, such as fermented mare's milk (kumis) and herbal teas, among certain ethnic communities. Soft drink manufacturers are incorporating these traditional flavors and ingredients into their product offerings to cater to this niche market.

Underlying macroeconomic factors: The Soft Drinks market in Kazakhstan is also influenced by macroeconomic factors, such as the country's economic growth and rising disposable incomes. As the economy continues to grow, consumers have more purchasing power, which has led to increased spending on non-essential items, including soft drinks. Additionally, the government's efforts to improve the business environment and attract foreign investments have contributed to the growth of the Soft Drinks market in Kazakhstan. Foreign soft drink manufacturers are entering the market, bringing with them new product offerings and marketing strategies. This increased competition is driving innovation and further fueling the growth of the market. In conclusion, the Soft Drinks market in Kazakhstan is experiencing growth and development driven by changing customer preferences, including a shift towards healthier options and the rising demand for functional and RTD beverages. The market is also influenced by local special circumstances, such as the diverse ethnic population and their specific taste preferences. Furthermore, underlying macroeconomic factors, such as economic growth and rising disposable incomes, are contributing to the expansion 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.