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Off-trade RTD volume sales rise in 2025 due to stable socioeconomic conditions
Off-trade RTD volume sales of soft drinks rose in 2025. The performance of soft drinks in Tanzania is benefiting from the country’s stable socioeconomic conditions, reflected in lowering inflation, rising purchasing power, and the expansion of middle-income households. Carbonates remains dominant, supported by diversified offerings, while energy drinks continues to gain traction, driven by a youthful urban population. Rising urbanisation is also boosting demand for bottled water, aligned with growing wellness trends. Juices and concentrates are strategically targeting children, capitalising on population growth. Meanwhile, imported brands face increasing challenges due to restrictive government policies aimed at strengthening local manufacturing. This shift is intensifying competition between domestic and international players across product categories.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Tanzania 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 Tanzania, 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 Tanzania 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 Tanzania?
- To what extent are health considerations impacting consumption of Soft Drinks in Tanzania?
- 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 Tanzania?
- Which are the leading brands in Soft Drinks in Tanzania?
- What potential exists for multinational or domestic soft drinks companies to expand in Tanzania?
- How are products distributed in Soft Drinks in Tanzania?
- 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?
Soft Drinks in Tanzania
Off-trade RTD volume sales rise in 2025 due to stable socioeconomic conditions
KEY DATA FINDINGS
Government takes initiatives to boost local manufacturing
Innovation in carbonates focuses on meeting evolving consumer tastes
Wellness trend continues to gain traction in urban areas
Forecast period sales of soft drinks driven by demographic, economic and policy factors
More brands enter the fray as a variety of categories become more popular
Ongoing focus on small pack sizes to boost affordability
SBC Tanzania Ltd leads with its Pepsi, Merinda and 7Up brands
Bakhresa Food Products Ltd achieves the strongest growth through local renown and well established distribution networks
Small local grocers retains its outright lead as convenience channels gain momentum
Strong growth of retail e-commerce which remains niche for soft drinks
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
Table 17 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
Table 18 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Key Data Findings
2025 Developments
Diversification and affordability drive demand for carbonates
Industry Performance
Carbonates remains a popular choice among most demographics, particularly when socialising
Demand remains low for reduced sugar carbonates
What’s Next?
Stable socioeconomic conditions continue driving forecast period demand
Competition continues intensifying between local and international players
Growing health consciousness boosts demand for reduced sugar carbonates
Competitive Landscape
PepsiCo retains the lead despite intensified competition
Local player Bakhresa Food Products Ltd achieves strong growth
Channels
Small local grocers continues to dominate soft drinks distribution
Retail e-commerce grows from a low base while supermarkets benefits from changes in consumer shopping habits
Category Data
Table 29 Off-trade vs On-trade Sales of Carbonates: Volume 2020-2025
Table 30 Off-trade vs On-trade Sales of Carbonates: Value 2020-2025
Table 31 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2020-2025
Table 32 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2020-2025
Table 33 Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 34 Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 35 Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 36 Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 37 NBO Company Shares of Off-trade Carbonates: % Volume 2021-2025
Table 38 LBN Brand Shares of Off-trade Carbonates: % Volume 2022-2025
Table 39 NBO Company Shares of Off-trade Carbonates: % Value 2021-2025
Table 40 LBN Brand Shares of Off-trade Carbonates: % Value 2022-2025
Table 41 Forecast Off-trade Sales of Carbonates by Category: Volume 2025-2030
Table 42 Forecast Off-trade Sales of Carbonates by Category: Value 2025-2030
Table 43 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2025-2030
Table 44 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2025-2030
Key Data Findings
2025 Developments
Increased interest in healthier beverages drives demand for juice
Industry Performance
Juice remains popular and widely consumed
The health trend promotes consumption of juice with packaged juice providing convenience and a wider range of flavours
What’s Next?
Demand for juice benefits from diversified offerings in local brands
Expansion in apple farming offers new opportunities for the juice industry
Consumers remain attracted to the convenience of packaged juice, especially in small pack sizes
Competitive Landscape
Bakhresa retains the lead with its popular Azam African Fruti brand
Bakhresa consolidates its lead after expanding its production capacity
Channels
Small grocers remains by far the largest channel for juice sales
Rapid growth of retail e-commerce from a low base
Category Data
Table 45 Off-trade Sales of Juice by Category: Volume 2020-2025
Table 46 Off-trade Sales of Juice by Category: Value 2020-2025
Table 47 Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 48 Off-trade Sales of Juice by Category: % Value Growth 2020-2025
Table 49 NBO Company Shares of Off-trade Juice: % Volume 2021-2025
Table 50 LBN Brand Shares of Off-trade Juice: % Volume 2022-2025
Table 51 NBO Company Shares of Off-trade Juice: % Value 2021-2025
Table 52 LBN Brand Shares of Off-trade Juice: % Value 2022-2025
Table 53 Forecast Off-trade Sales of Juice by Category: Volume 2025-2030
Table 54 Forecast Off-trade Sales of Juice by Category: Value 2025-2030
Table 55 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2025-2030
Table 56 Forecast Off-trade Sales of Juice by Category: % Value Growth 2025-2030
Key Data Findings
2025 Developments
Sales growth of bottled water thanks to the enduring popularity of still bottled water
Industry Performance
Bottled water sales benefit from poor quality tap water
Carbonated bottled water emerges as the most dynamic category
What’s Next?
Population growth drives sales of bottled water over the forecast period
Premium bottled water enjoys strong dynamism
Price and availability remain key in consumer purchasing decisions
Competitive Landscape
Bonite Bottlers leads with its popular Kilimanjaro brand
Bakhresa consolidates its position with strong growth in 2025
Channels
Small local grocers utterly dominates the distribution of bottled water
Retail e-commerce achieves strong growth though the channel remains nascent for sales of bottled water
Category Data
Table 57 Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 58 Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 59 Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 60 Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
Table 61 NBO Company Shares of Off-trade Bottled Water: % Volume 2021-2025
Table 62 LBN Brand Shares of Off-trade Bottled Water: % Volume 2022-2025
Table 63 NBO Company Shares of Off-trade Bottled Water: % Value 2021-2025
Table 64 LBN Brand Shares of Off-trade Bottled Water: % Value 2022-2025
Table 65 Forecast Off-trade Sales of Bottled Water by Category: Volume 2025-2030
Table 66 Forecast Off-trade Sales of Bottled Water by Category: Value 2025-2030
Table 67 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2025-2030
Table 68 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2025-2030
Key Data Findings
2025 Developments
Improved penetration in urban areas drives demand for energy drinks
Industry Performance
Energy drinks are popular among young people while socialising though concerns are being raised over mixing energy drinks with alcoholic beverages
Energy drinks benefits from growing popularity especially among those with demanding jobs, and wider distribution
What’s Next?
Change in taxation supports demand for local energy drinks
Distribution landscape becomes more dynamic
More investment in marketing and promotions becomes necessary over the forecast period
Competitive Landscape
GlaxoSmithKline UK Ltd leads with its Lucozade brand despite growing competition from local brands
Bakhresa Food Products achieves the strongest dynamism in 2025
Channels
Small local grocers dominates sales of energy drinks
Supermarkets is the most dynamic distribution channel
Category Data
Table 69 Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 70 Off-trade Sales of Energy Drinks: Value 2020-2025
Table 71 Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 72 Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
Table 73 NBO Company Shares of Off-trade Energy Drinks: % Volume 2021-2025
Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2022-2025
Table 75 NBO Company Shares of Off-trade Energy Drinks: % Value 2021-2025
Table 76 LBN Brand Shares of Off-trade Energy Drinks: % Value 2022-2025
Table 77 Forecast Off-trade Sales of Energy Drinks: Volume 2025-2030
Table 78 Forecast Off-trade Sales of Energy Drinks: Value 2025-2030
Table 79 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2025-2030
Table 80 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2025-2030
Key Data Findings
2025 Developments
Affordability continues to support demand for liquid concentrates
Industry Performance
In addition to affordability, concentrates benefits from versatility
Liquid concentrates are cheaper than powder concentrates and offer a wide favour variety
What’s Next?
Affordability and wellness continue driving demand for concentrates
The on-trade achieves growth from a low base
More favourable economic climate stimulates launch of premium brands and stimulates usage of concentrates in juice cafés
Competitive Landscape
Excel Chemicals Ltd sustains its lead in concentrates
Strong growth of Chemi & Cotex with its Chemi-Cola brand
Channels
Small local grocers prevails in the distribution of concentrates, despite growing competition from modern grocers
Strong growth of modern grocers in the distribution of concentrates
Category Data
Table 81 Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 82 Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 83 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 84 Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
Table 85 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2021-2025
Table 86 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2022-2025
Table 87 NBO Company Shares of Off-trade Concentrates: % Volume 2021-2025
Table 88 LBN Brand Shares of Off-trade Concentrates: % Volume 2022-2025
Table 89 NBO Company Shares of Off-trade Concentrates: % Value 2021-2025
Table 90 LBN Brand Shares of Off-trade Concentrates: % Value 2022-2025
Table 91 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2025
Table 92 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2022-2025
Table 93 NBO Company Shares of Off-trade Liquid Concentrates: % Volume 2021-2025
Table 94 LBN Brand Shares of Off-trade Liquid Concentrates: % Volume 2022-2025
Table 95 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2025
Table 96 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2022-2025
Table 97 NBO Company Shares of Off-trade Powder Concentrates: % Volume 2021-2025
Table 98 LBN Brand Shares of Off-trade Powder Concentrates: % Volume 2022-2025
Table 99 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2025-2030
Table 100 Forecast Off-trade Sales of Concentrates by Category: Value 2025-2030
Table 101 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2025-2030
Table 102 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Soft Drinks
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- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
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- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
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- Regular Carbonates
- Reduced Sugar Carbonates
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- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
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- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
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- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
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- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
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- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
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- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
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- RTD Coffee
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- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
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- Regular Energy Drinks
- Reduced Sugar Energy Drinks
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- 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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This report originates from Passport, our Soft Drinks research and analysis database.
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