PROSPECTS AND OPPORTUNITIES
Continuing muted volume growth
While concentrates will continue to be popular among lower-income consumers, due to their affordability, overall the outlook is muted. Concentrates are seen as staid, as well as increasingly perceived as unhealthy, due to their high sugar and additive content.
Focus on healthier positioning and expansion of flavours
Growing health consciousness will see consumers seeking soft drinks with health benefits. Therefore, over the forecast period, manufacturers will look to emphasise a healthier positioning for concentrates.
Possible resurgence of power concentrates over forecast period
Powder concentrates, which were a popular choice among low-income consumers in the past, due to their affordability and longer shelf life, have slowly been making a comeback in informal retail channels. This resurgence has been driven by economic pressures, as price-sensitive consumers looked for more affordable options.
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Overview:
Understand the latest market trends and future growth opportunities for the Concentrates 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.
If you're in the Concentrates 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 Concentrates 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 Concentrates in Kenya?
- To what extent are health considerations impacting consumption of Concentrates 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 Concentrates in Kenya?
- Which are the leading brands in Concentrates in Kenya?
- What potential exists for multinational or domestic soft drinks companies to expand in Kenya?
- How are products distributed in Concentrates 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 Concentrates?
- 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?
Concentrates in Kenya - Category analysis
KEY DATA FINDINGS
Muted volume growth for concentrates in 2024
Consumers looking for healthier offerings
Influencers boost brand visibility
Continuing muted volume growth
Focus on healthier positioning and expansion of flavours
Possible resurgence of power concentrates over forecast period
Concentrates Conversions
Soft Drinks in Kenya - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split.
What next for soft drinks?
DISCLAIMER
The following categories and subcategories are included:
Concentrates
- Liquid Concentrates
- Powder Concentrates
Concentrates
This is the aggregation of liquid concentrates and powder concentrates.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Concentrates research and analysis database.
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