Unfrozen nectars is the largest category of juice in Kazakhstan and it is highly present at stores with many brands offered. In 2015 unfrozen nectars saw a 3% decrease in volume terms and 7% value growth to reach 111 million litres and KZT30 billion. The second place was taken by reconstituted 100% juice, which showed 1% volume growth and 11% value growth to reach 38 million litres and KZT20 billion in 2015. In the third place was unfrozen juice drinks, which showed 3% volume growth and 13% value growth to reach 18 million litres and KZT5 billion in 2015. A negative trend in volume consumption is set to come from the saturation of unfrozen nectars and competition from other soft drinks. However, in Kazakhstan juice demand is not saturated by varied types of juice, as frozen juice is not present at all. The key criteria in choosing juice are quality and price. Some people mostly focus on quality and choose reconstituted 100% juice that has higher price, whilst other people give preference to unfrozen nectars that obtain a lower price. Also, there is a fact that people do not highly differentiate amongst various types of juice and make their choice based on the names of popular brands and taste.
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RG Brands and Raimbek Bottlers are the leading companies in juice in Kazakhstan. In 2015 RG Brands reached 24% off-trade volume share and 16% value share, whilst Raimbek Bottlers held 23% volume share and 16% value share. Brands Gracio, Da Da and Solnechniy of RG Brands and the Juicy and Palma brands of Raimbek Bottlers are strongly present on shelves at stores, presenting a diversified portfolio with various tastes, and the brands are highly recognisable by consumers in Kazakhstan.
In the forecast period juice will continue to grow in volume and value terms due to several factors. Firstly, in warm and hot periods people will demand to drink more, especially something sweet that reminds them of fruits. Secondly, consumers from large cities that will be isolated from nature and natural resources will claim the additional nutrition and vitamins that exist in juice. There will be significant interest in those brands of juice that contain special vitamins and are offered at standard unit price.
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