The performance of hot drinks in Kazakhstan continues to be determined by the most popular hot drink, tea. Loose black tea, which holds the largest market share in both volume and value terms, continued to see stable volume sales in 2023; however, the category is very mature as the tea culture is highly developed.
The development and introduction of new flavours in both tea and coffee continued in 2023. Other fruit/herbal tea, in particular, continued to evolve thanks to the flavour sophistication trend.
The competitive landscape in hot drinks remained almost unchanged in 2023. It is no surprise that the leading tea players lead the overall competitive landscape as tea is the most popular hot drink in Kazakhstan.
The movement towards modern retail channels, especially supermarkets and convenience stores, continued in 2023; however, small local grocers remains the dominant sales channel in the country. With the expansion of modern grocery retailers, private label is also beginning to emerge, with supermarkets such as Magnum now offering some private label products, including brands Coffee Time and Toi Bastar.
The foodservice sector is steadily improving, bolstered by the return of both foreign and domestic tourism in the country with the full opening up of society. The slower increase in prices for all FMCG goods in the year has reduced pressure on how much consumers can buy, resulting in consumers visiting cafés and restaurants more frequently in 2023.
Hot drinks is expected to register moderate volume growth over the forecast period, supported by population growth. Despite its maturity, tea will continue to dominate volume and value sales of hot drinks going forward and should see further growth as it continues to benefit from the health and wellness trend.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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