COMPETITIVE LANDSCAPE
Gorilla brands continues to dominate
Perviy Pivzavod continues to dominate volume sales of energy drinks, accounting for more than half of volume sales. It distributes the popular Gorilla brand from Premier Beverages.
Tassay makes quick impact
Unix only launched its Tassay brand in 2024 and already it has gained significant volume share. The brand’s strategy combines a modern, stylish image with accessible pricing, and this has been key to encouraging consumers to give the brand a try.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Kazakhstan 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 Energy Drinks industry in Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Energy Drinks in Kazakhstan 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 Energy Drinks in Kazakhstan?
- To what extent are health considerations impacting consumption of Energy Drinks in Kazakhstan?
- 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 Energy Drinks in Kazakhstan?
- Which are the leading brands in Energy Drinks in Kazakhstan?
- What potential exists for multinational or domestic soft drinks companies to expand in Kazakhstan?
- How are products distributed in Energy Drinks in Kazakhstan?
- 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 Energy 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?
Energy Drinks in Kazakhstan - Category analysis
KEY DATA FINDINGS
Energy drinks prove very resilient
Further volume growth, despite ban on sales to under 21-year-olds
Reduced sugar energy drinks gain the most volume share
Healthy volume growth over forecast period
Innovation, affordability and effective marketing drive volume sales
Further restrictions possible
Gorilla brands continues to dominate
Tassay makes quick impact
Small local grocers lead retail distribution, but are losing volume share
Significant volume sales through foodservice
Soft Drinks in Kazakhstan - Industry Overview
2025 marks a recovery, as inflation eases
KEY DATA FINDINGS
Recovery, after previous difficult year
Consumers still price sensitive
RTD tea strongest performer
Continuing flavour innovation
Moderate volume growth over forecast period
Continuing price sensitivity
Continuing regulatory pressure on energy drinks
Coca-Cola holds on to commanding lead and makes strong recovery after difficult 2024
RG Brands has significant foothold
Small local grocers lead, but lose value share
E-commerce and convenience stores register healthy value growth
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Energy Drinks
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
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 Energy Drinks research and analysis database.
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