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COMPETITIVE LANDSCAPE
Excel Chemicals leads with its Quencher brand a household name
In 2025, Excel Chemicals Ltd led the concentrates market in terms of volume share. Its Quencher brand has dominated fruit concentrates since 1996.
Jetlak Foods offers a diverse portfolio of popular brands
Second-ranked Jetlak Foods Ltd, meanwhile, was the most dynamic company in concentrates in 2025. The company is a well-established food and beverage manufacturer in Kenya with a diverse portfolio of popular brands, including its liquid concentrates brand, Savanah.
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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
Concentrates faces challenges
Muted volume growth as consumers seek healthier beverage options
Leading liquid concentrates benefit from their convenience and versatility
Affordability will continue to influence demand
Technological advancements will enable advanced evaporation techniques
Adoption of sustainable practices is crucial
Excel Chemicals leads with its Quencher brand a household name
Jetlak Foods offers a diverse portfolio of popular brands
Small local grocers dominate with an extensive geographic reach
E-commerce platforms carry a full range of soft drinks, including concentrates
Concentrates Conversions
Summary 1 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 2 Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 3 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2021-2025
Table 6 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2022-2025
Table 7 NBO Company Shares of Off-trade Concentrates: % Value 2021-2025
Table 8 LBN Brand Shares of Off-trade Concentrates: % Value 2022-2025
Table 9 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2025
Table 10 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2022-2025
Table 11 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2025
Table 12 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2022-2025
Table 13 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2025-2030
Table 14 Forecast Off-trade Sales of Concentrates by Category: Value 2025-2030
Table 15 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2025-2030
Table 16 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2025-2030
Soft Drinks in Kenya - Industry Overview
Soft drinks remains resilient in 2025
KEY DATA FINDINGS
Rising demand for lighter, better-for-you options
Escalating production costs drive price increases
Consumer caution and downgrading
Economic recovery and innovation will sustain growth
Evolving consumer preferences and a more sophisticated retail landscape
Sustainability to play an increasingly important role
Coca-Cola, present in the market since 1948, maintains its lead
Coca-Cola strengthens its position through significant investment, acquisitions and diversifying its portfolio
Leading small local grocers face an increasingly challenging operating landscape
Convenient e-commerce
Foodservice vs retail split
Table 17 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 18 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 21 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
Table 22 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
Table 25 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 26 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 27 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 28 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 29 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 30 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
Table 31 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
Table 32 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
Table 33 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
Table 34 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
Table 35 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
Table 36 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
Table 37 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
Table 38 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
Table 44 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
Table 46 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
Table 47 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
Table 48 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 2 Research Sources
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 definitions
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This report originates from Passport, our Concentrates research and analysis database.
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