Alcoholic Drinks in Kazakhstan

Report
60 Pages
June 2023
Region: Kazakhstan
Euromonitor International
ID: 4192205

2022 proved to be a fairly decent year for alcoholic drinks in Kazakhstan overall, albeit with different drivers supporting or suppressing different categories. Wine was the strongest performer, thanks to the emerging prosecco trend and the fact younger adult consumers of legal drinking age are being increasingly drawn to experimentation with wines, based on the experience rather than drinking to get drunk.

The analyst's Alcoholic Drinks in Kazakhstan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2018-2022), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage:
Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Alcoholic Drinks market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

ALCOHOLIC DRINKS IN KAZAKHSTAN

EXECUTIVE SUMMARY

Alcoholic drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2022

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2022
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2022
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2022
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2022
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2018-2022
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2017-2022
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2022
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2022-2027
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2022-2027
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2022-2027
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 2 Research Sources

BEER IN KAZAKHSTANKEY DATA FINDINGS

2022 DEVELOPMENTS

Flat growth for beer overall, while non/low alcohol and flavoured variants hold appeal
Draught beer sees its shares decline, due to hiking unit prices and a price-sensitive consumer audience
Beer leaders tap into current trends to maintain their strong places

PROSPECTS AND OPPORTUNITIES

Positive outlook ahead, driven by ongoing new product developments
Flavoured/mixed lager set to attract new products from unbranded “others”
Imported beer set to become increasingly popular as it reduces price gaps and launches special offers
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2022
Table 17 Number of Breweries 2017-2022

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2017-2022
Table 19 Sales of Beer by Category: Total Value 2017-2022
Table 20 Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 21 Sales of Beer by Category: % Total Value Growth 2017-2022
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2017-2022
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022
Table 26 GBO Company Shares of Beer: % Total Volume 2018-2022
Table 27 NBO Company Shares of Beer: % Total Volume 2018-2022
Table 28 LBN Brand Shares of Beer: % Total Volume 2019-2022
Table 29 Forecast Sales of Beer by Category: Total Volume 2022-2027
Table 30 Forecast Sales of Beer by Category: Total Value 2022-2027
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027

WINE IN KAZAKHSTANKEY DATA FINDINGS

2022 DEVELOPMENTS

Wine attracts a younger, sophisticated, generation of adult consumers of legal drinking age
Sparkling wine sees robust growth, as the prosecco trend takes off
Local player Bacchus maintains its lead, thanks to specialist wine production methods

PROSPECTS AND OPPORTUNITIES

Ongoing sophistication in modern consumers will continue to support wine
Niche of vermouth holds potential
Slow development regarding non/low alcohol wines

CATEGORY DATA

Table 33 Sales of Wine by Category: Total Volume 2017-2022
Table 34 Sales of Wine by Category: Total Value 2017-2022
Table 35 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 36 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 37 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 38 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 39 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 40 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 41 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 42 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 43 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 44 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027

SPIRITS IN KAZAKHSTANKEY DATA FINDINGS

2022 DEVELOPMENTS

Trends in vodka largely drive the performance of spirits overall
Vodka remains a traditional drink, with novelties failing to take off
Ongoing on-trade recovery and Russian migrants help to support sales

PROSPECTS AND OPPORTUNITIES

Flat dynamics expected, due to maturity and traditional nature of vodka
Whiskies sees some innovation in flavours, while origin storytelling could help raise the profiles of more traditional spirits
Illicit trade remains high - albeit on the decline

CATEGORY DATA

Table 45 Sales of Spirits by Category: Total Volume 2017-2022
Table 46 Sales of Spirits by Category: Total Value 2017-2022
Table 47 Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 48 Sales of Spirits by Category: % Total Value Growth 2017-2022
Table 49 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
Table 50 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
Table 51 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 52 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
Table 53 GBO Company Shares of Spirits: % Total Volume 2018-2022
Table 54 NBO Company Shares of Spirits: % Total Volume 2018-2022
Table 55 LBN Brand Shares of Spirits: % Total Volume 2019-2022
Table 56 Forecast Sales of Spirits by Category: Total Volume 2022-2027
Table 57 Forecast Sales of Spirits by Category: Total Value 2022-2027
Table 58 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
Table 59 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027

CIDER/PERRY IN KAZAKHSTANKEY DATA FINDINGS

2022 DEVELOPMENTS

Cider remains a niche in Kazakhstan
Vinzavod Issyk maintains its lead in cider, thanks to modern channel expansion and wide range of products
Potential for cider to grow, due to niche status and low per capita consumption

PROSPECTS AND OPPORTUNITIES

More brands set to emerge, as cider culture gradually grows from a low base
Local players to lead developments in cider culture, with future growth likely to attract multinationals
Non/low alcohol trend not expected to take off in cider

CATEGORY DATA

Table 60 Sales of Cider/Perry: Total Volume 2017-2022
Table 61 Sales of Cider/Perry: Total Value 2017-2022
Table 62 Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 63 Sales of Cider/Perry: % Total Value Growth 2017-2022
Table 64 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2017-2022
Table 65 Sales of Cider/Perry by Off-trade vs On-trade: Value 2017-2022
Table 66 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 67 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2017-2022
Table 68 GBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 69 NBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 70 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2022
Table 71 Forecast Sales of Cider/Perry: Total Volume 2022-2027
Table 72 Forecast Sales of Cider/Perry: Total Value 2022-2027
Table 73 Forecast Sales of Cider/Perry: % Total Volume Growth 2022-2027
Table 74 Forecast Sales of Cider/Perry: % Total Value Growth 2022-2027

RTDS IN KAZAKHSTANKEY DATA FINDINGS

2022 DEVELOPMENTS

RTDs remains a small category with limited innovations
Local players lead the way, with Riks and Bacchus as the key names in the game
Strong competition from beer remains, with cider as an additional rising threat

PROSPECTS AND OPPORTUNITIES

RTDs sees opportunities ahead - providing the category sees more development
Spirits represent both opportunities and challenges for RTDs
Wine-based RTDs still an area to develop, in line with the prosecco and Lambrusco trends

CATEGORY DATA

Table 75 Sales of RTDs by Category: Total Volume 2017-2022
Table 76 Sales of RTDs by Category: Total Value 2017-2022
Table 77 Sales of RTDs by Category: % Total Volume Growth 2017-2022
Table 78 Sales of RTDs by Category: % Total Value Growth 2017-2022
Table 79 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
Table 80 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
Table 81 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 82 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
Table 83 GBO Company Shares of RTDs: % Total Volume 2018-2022
Table 84 NBO Company Shares of RTDs: % Total Volume 2018-2022
Table 85 LBN Brand Shares of RTDs: % Total Volume 2019-2022
Table 86 Forecast Sales of RTDs by Category: Total Volume 2022-2027
Table 87 Forecast Sales of RTDs by Category: Total Value 2022-2027
Table 88 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
Table 89 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027

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