Study on Beverage Penetration

2026-07-27

The study assesses the penetration of various beverage categories among consumers aged 18–64 years in Kathmandu Valley by examining consumption across the past 12 months, 3 months, 1 month, and 1 week. A quantitative survey was conducted among 1,000 respondents, comprising 500 males and 500 females, between 29th June and 14th July 2026. Data was collected through structured questionnaires using Computer-Assisted Personal Interview (CAPI) and analyzed using descriptive statistics in Excel.

The findings show that Carbonated Soft Drinks have the highest penetration across all consumption periods, with 78% of respondents consuming them in the past 12 months, 71% in the past 3 months, 63% in the past 1 month, and 48% in the past 1 week. Mohi consistently ranked second across the shorter consumption periods, while Fruit Juices ranked second over the past 12 months. Milkshakes/Coffee also maintained relatively strong penetration, while Energy/Sports Drinks and Beer showed comparatively lower penetration. Carbonated Soft Drinks remained the leading category among both male and female respondents across the different periods, although female respondents reported slightly higher consumption in the past week (51%) compared to males (46%).

Overall, Carbonated Soft Drinks demonstrate the strongest and most consistent consumer penetration in Kathmandu Valley, maintaining their leading position across all measured consumption periods and among both genders. Mohi, Fruit Juices, and Milkshakes/Coffee also show notable consumer reach, indicating their importance within the beverage market.

Factsheet

Presentation Slide