Just Published: "Rtds/High-Strength Premixes in Kazakhstan"

Only spirit-based RTDs are present in this category. The category recorded growth in off-trade current value and volume terms in 2013; however, awareness of these products was very low, especially in rural areas. Consequently, the category was still immature with only a few local and international brands present.

Competitive Landscape

Riks led with a volume share of 49% in 2013, which came from its brands Dizzy Cocktails (32%), Push-Y (12%) and Drive (5%). The success of the company can be explained by similar named brands of energy drinks that are actively promoted by it. These brands were developed by Riks specifically to promote its alcoholic drinks, as the advertising of alcohol in Kazakhstan is prohibited. For example, Riks sponsors the opening of the Kazakhstan bikers’ season and has marketing activity centred on supermarkets, such as "A millionaire for one day" for the brand Dizzy (this offers consumers a chance to win a 1-day experience of a millionaire’s life) and the ADK Challenge rock festival. As a result, two of its energy drink brands – Dizzy (38%) and Push (14%) – led off-trade volume sales with a total volume share of 52% within energy drinks in Kazakhstan in 2013. The company also benefits from wide distribution (a presence in 20 cities in Kazakhstan) and a wide portfolio allowing it to gain better access to retailers’ shelves.

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Industry Prospects

The category of RTDs/high-strength premixes will continue to develop thanks to the ongoing stability of certain trends, such as the popularity of them among younger consumers and the growing popularity of on-the-go consumption, which favourably affected sales towards the end of the review period. In the meantime, awareness of health concerns will increase over the forecast period. This will provide growing challenges to producers within the category. As more producers respond to consumers’ health concerns, total volume sales are expected to continue to grow but at a lower level than was recorded over the review period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Kazakhstan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTDs/High-Strength Premixes industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes in Kazakhstan market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products

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