SOFT DRINKS IN KENYA Euromonitor International March 2018 LIST OF CONTENTS AND TABLES Executive Summary Soft Drinks Volume Sales Growth Remains Steady in 2017 Manufacturers Invest Heavily in Advertising Innovation in Juice Packaging Coca-Cola East & Central Africa Division Remains the Leading Player Solid Volume Growth Expected Over the Forecast Period Market Data Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2012-2017 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017 Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017 Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017 Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017 Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017 Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017 Table 18 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022 Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022 Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022 Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022 Table 22 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022 Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022 Table 24 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022 Table 25 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Manufacturers Focus on Premiumisation To Meet the Needs of Millennials Bottled Water Preferred To Tap Water Consumers Choose Bottled Water Over Carbonates Due To Health Concerns Competitive Landscape New Entrants Seek To Gain Share Through Lower-priced Products Lack of Brand Loyalty in Bottled Water Category Data Table 26 Off-trade Sales of Bottled Water by Category: Volume 2012-2017 Table 27 Off-trade Sales of Bottled Water by Category: Value 2012-2017 Table 28 Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017 Table 29 Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017 Table 30 NBO Company Shares of Off-trade Bottled Water: % Volume 2013-2017 Table 31 LBN Brand Shares of Off-trade Bottled Water: % Volume 2014-2017 Table 32 NBO Company Shares of Off-trade Bottled Water: % Value 2013-2017 Table 33 LBN Brand Shares of Off-trade Bottled Water: % Value 2014-2017 Table 34 Forecast Off-trade Sales of Bottled Water by Category: Volume 2017-2022 Table 35 Forecast Off-trade Sales of Bottled Water by Category: Value 2017-2022 Table 36 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022 Table 37 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022 Headlines Prospects Coca-Cola Acquires Equator Bottlers Health-conscious Consumers Demand Healthier Carbonates Introduction of Revenue Stamps Meets Some Resistance Competitive Landscape Carbonates Facing Increasing Competition From Juice Established Manufacturers Look To Diversify Their Businesses Category Data Table 38 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017 Table 39 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017 Table 40 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017 Table 41 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017 Table 42 Off-trade Sales of Carbonates by Category: Volume 2012-2017 Table 43 Off-trade Sales of Carbonates by Category: Value 2012-2017 Table 44 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017 Table 45 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017 Table 46 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017 Table 47 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017 Table 48 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017 Table 49 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017 Table 50 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022 Table 51 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022 Table 52 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022 Table 53 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022 Headlines Prospects Manufacturers Focus on Flavour Innovation To Meet Changing Consumer Needs Growing Number of Middle-class Consumers Seeking Healthier Options Manufacturers Obliged To Disclose the Nutritional Content of Their Products Competitive Landscape Consumers Showing More Interest in Rtd Concentrates Health-conscious Consumers Prefer Juice and Water Excel Chemicals Loses Value Share Category Data Concentrates Conversions Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format Table 54 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017 Table 55 Off-trade Sales of Concentrates by Category: Value 2012-2017 Table 56 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017 Table 57 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017 Table 58 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017 Table 59 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017 Table 60 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017 Table 61 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017 Table 62 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017 Table 63 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017 Table 64 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022 Table 65 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022 Table 66 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022 Table 67 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022 Headlines Prospects Manufacturers Focus on Children, Adolescents and Young Adults Working Middle-classes Appreciate the Convenience of On-the-go Products Innovation and Flavour Diversification Competitive Landscape In-store Marketing Activities Remain Popular Increasingly Health-conscious Middle-classes Drive Growth Innovation Supported by Investment in New Technology Category Data Table 68 Off-trade Sales of Juice by Category: Volume 2012-2017 Table 69 Off-trade Sales of Juice by Category: Value 2012-2017 Table 70 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017 Table 71 Off-trade Sales of Juice by Category: % Value Growth 2012-2017 Table 72 NBO Company Shares of Off-trade Juice: % Volume 2013-2017 Table 73 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017 Table 74 NBO Company Shares of Off-trade Juice: % Value 2013-2017 Table 75 LBN Brand Shares of Off-trade Juice: % Value 2014-2017 Table 76 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022 Table 77 Forecast Off-trade Sales of Juice by Category: Value 2017-2022 Table 78 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022 Table 79 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022 Prospects Prospects Headlines Prospects Energy Drinks Grow in Popularity Among Busy Younger Consumers Due To Rising Disposable Incomes Increasing Awareness Campaigns Consumers Increasingly Opting for Healthier Variants Competitive Landscape Energy Drinks A Relatively Small Category Dominated by One Major Player Manufacturer Innovation Focuses on Healthier Options Category Data Table 80 Off-trade Sales of Energy Drinks: Volume 2012-2017 Table 81 Off-trade Sales of Energy Drinks: Value 2012-2017 Table 82 Off-trade Sales of Energy Drinks: % Volume Growth 2012-2017 Table 83 Off-trade Sales of Energy Drinks: % Value Growth 2012-2017 Table 84 NBO Company Shares of Off-trade Energy Drinks: % Volume 2013-2017 Table 85 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2014-2017 Table 86 NBO Company Shares of Off-trade Energy Drinks: % Value 2013-2017 Table 87 LBN Brand Shares of Off-trade Energy Drinks: % Value 2014-2017 Table 88 Forecast Off-trade Sales of Energy Drinks: Volume 2017-2022 Table 89 Forecast Off-trade Sales of Energy Drinks: Value 2017-2022 Table 90 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022 Table 91 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2017-2022 Prospects