Soft Drinks in Kenya

February 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in Kenya report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Kenya?
  • To what extent are health considerations impacting consumption of Soft Drinks in Kenya?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Kenya?
  • Which are the leading brands in Soft Drinks in Kenya?
  • What potential exists for multinational or domestic soft drinks companies to expand in Kenya?
  • How are products distributed in Soft Drinks in Kenya?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Soft Drinks in Kenya

Soft drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments.
Foodservice vs retail split.
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2023
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2023
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2023
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2023
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Kenya

KEY DATA FINDINGS

Retail demand remains robust despite slowdown
Consumption still heavily concentrated in off-trade channels
Intense competition continues to fuel brand differentiation efforts
Limited access to safe drinking water will continue to buoy off-trade volume sales
More players expected to introduce flavoured and functional products
Sustainability initiatives will remain focused on packaging
Table 27 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 28 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 29 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 30 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 31 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 32 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 33 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 34 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 35 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 36 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 37 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 38 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028

Carbonates in Kenya

KEY DATA FINDINGS

Favourable demographic and socioeconomic trends continue to buoy demand
Coca-Cola launches Recipe For Magic prize competition
Highlands expands Club Soda range with lemonade/lime variant
Maturity and changing consumer preferences expected to temper volume growth
Reduced sugar and sugar-free varieties will be a focal point for innovation
Further distribution gains likely for the e-commerce channel
Table 39 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 40 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 41 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 42 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 43 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 44 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 45 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 46 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028

Concentrates in Kenya

KEY DATA FINDINGS

Easing of the pandemic and health concerns subdue demand for liquid concentrates
Appeal of powder concentrates continues to dwindle
Milly launches new Picana range made with real fruit pulp
Unit volume sales of liquid concentrates set to decline steadily
Manufacturers expected to focus on developing new health-oriented products
Concentrates producers will continue working to improve sustainability credentials
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 55 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 56 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 57 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 58 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 59 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2019-2023
Table 60 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 61 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 62 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 63 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 64 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 65 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 66 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 67 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 68 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028

Juice in Kenya

KEY DATA FINDINGS

Retail demand slows as high inflation drives up prices and erodes purchasing power
Innovation helps Kevian Kenya Ltd to consolidate its leadership
Coca-Cola makes its Minute Maid brand available in new Tetra Pak carton
Retail demand for 100% juice set to decline consistently
Nectars (25-99% juice) expected to post strongest growth in off-trade volume sales
Health and wellness trend will continue to shape new product development activity
Table 69 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 70 Off-trade Sales of Juice by Category: Value 2018-2023
Table 71 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 72 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 73 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 74 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 75 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 76 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 77 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 78 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 79 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 80 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028

Energy Drinks in Kenya

KEY DATA FINDINGS

Busier lifestyles strengthen appreciation for stimulant effect of energy drinks
Young adults remain the core target demographic for promotional activities
Red Bull maintains huge lead as high inflation increases appeal of cheaper brands
Robust growth in off-trade volume sales projected
Reduced sugar category set to show the fastest development
Producers will continue to increase investment in social media advertising
Table 81 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 82 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 83 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 84 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 85 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 86 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 87 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 88 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 89 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 90 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 91 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 92 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Coconut and Other Plant Waters
    • Juice Drinks (up to 24% Juice)
    • Nectars
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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