Kazakhstan

The ongoing war between Russia and Ukraine continued to directly impact the Kazakhstan market and its development in 2023, with home care feeling the effects across all categories. International companies still suffered global shifts in supply chains…

Home insecticides in Kazakhstan benefitted from 2023’s hot summer, posting continued volume sales growth throughout the year, and this is expected to also continue over the forecast period at a stable rate, along with robust value growth which was…

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 number of households is set to increase moderately, while the average household size will shrink in Kazakhstan over 2023-2028. Extended ("Other") households will remain the dominant household type and the fastest household expenditure growth is…

The ice cream category is continuing its recovery from the negative effects of the COVID-19 crisis. Sales volumes are returning to normal pre-pandemic patterns. In 2022, the category grew both in volume and value terms. Value sales showed a markedly…

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which…

Juice continued to show positive volume growth in 2023 thanks to slowed unit price growth and the popularity of juice drinks. Juice drinks are more affordable than 100% juice or nectars, and they are generally perceived to be less sugary drinks that…

Nursultan and Almaty are Kazakhstan’s most economically vibrant cities. The cities’ economic strength is partially supported by higher consumer expenditure and digitalisation, compared to Kazakhstan’s other cities. Moreover, Nursultan holds the…

Kazakhstan’s population will experience rapid growth in 2021-2040 driven solely by elevated rates of natural increase. Despite the brisk expansion of older age cohorts, the country will get younger in terms of median age over the timeframe as…

Laundry care overall in Kazakhstan was in decline in terms of volume sales in 2023, and while current value sales were rising, the pace was slower than that recorded during the previous year, 2022. To succeed in Kazakhstan, laundry care players need…

Mass beauty and personal care in Kazakhstan underwent a transformation in 2023, driven by evolving consumer preferences and a dynamic market landscape. While established international players like L'Oréal, Beiersdorf, and Mary Kay retain significant…

Ready meals is recording further double-digit value growth in 2023, driven by an increase in the price of raw materials and logistics; however, growth is more moderate than it was in 2022. Retail volume sales are also growing steadily as consumption…

Following the slump caused by pandemic restrictions, men's grooming in Kazakhstan has witnessed a strong comeback in 2023. The return to social and professional life has fuelled a renewed interest in personal appearance. Men are increasingly…

Menstrual care registered both healthy current value and volume growth in Kazakhstan in 2023. However, with inflation still being high, there was a slight fall in constant value sales, as rising costs hit profitability and consumers also traded down…

While nappies/diapers/pants registered a double-digit increase in value sales in Kazakhstan in 2023, constant value sales fell. Continuing high inflation hit profitability and also saw consumers trading down, as purchasing power fell. As such, there…

In spite of high inflation caused by the war in nearby Ukraine and ensuing economic uncertainty, non-grocery retailers registered a slight increase in constant value sales in 2022. The return of foot traffic, post pandemic lockdowns, helped…

Oral care in Kazakhstan in 2023 presented a mixed picture, marked by supply chain disruptions and a growing consumer shift towards premium products. Despite experiencing overall value growth in 2023, oral care faced challenges due to interruptions in…

Other dairy is expected to register double-digit current value growth, but much more muted volume growth. Kazakhstan has strong trade links with Russia in particular and its war in Ukraine is negatively impacting the Kazak economy and leading to high…

In 2023, other hot drinks is expected to record positive volume growth with a slight decline in price growth in comparison with 2022. The category continues to be driven by rising demand amongst children and younger consumers. It remains a small…

In 2023, paediatric consumer health is set to continue to perform well, with all categories projected to post fast retail current value growth, supported by high inflationary pressure on prices, and almost all categories expected to post further…

Weakness in the rule of law negatively impacts economic freedom in Kazakhstan and the state’s authoritarian tendencies remain, but government finances are solid. Although the economy is set to perform relatively well, the export base is undiversified…

Polishes in Kazakhstan continued to fall in 2023 in terms of volume sales growth, and while it saw positive rises in current value terms, the rate was at a more moderate pace than in the previous year of 2022. The range of category goods found on…

Premium beauty and personal care market in Kazakhstan experienced a significant resurgence in 2023, fuelled by a confluence of economic and consumer behaviour trends. Geopolitical shifts on the world stage have resulted in an influx of investments…

It is expected to be an improving picture for the consumer of processed fruit and vegetables in 2023, as retail prices are expected to fall, leading to a decline in both current and constant value sales. As such, there is expected to a moderate…

While the war in Ukraine has led to supply disruptions, processed meat and seafood and alternatives to meat is expected to register moderate volume growth. That being said, constant value sales are expected to fall, as rising costs hit profit value…

With a turnover of USD365.8 billion in 2021, Asia Pacific was the world’s second largest region for recreation, entertainment and arts. Over the next decade, the region’s entertainment industry is poised to grow at the fastest rate, nearly closing…

Retail adult incontinence registered moderate volume growth In Kazakhstan in 2023, though constant value sales fell, as rising costs hit profitability. Consumers also traded down as much as possible, due to high prices. That being said, an ageing…

E-commerce continued to grow but at a slower rate, partly due to the geopolitical situation. The war in Ukraine has resulted in supply chain disruptions, higher transportation tariffs and high inflation also higher prices for imports, due to currency…

Kazakhstan has strong trade links with Russia in particular and its war in Ukraine negatively impacted the economy and led to high inflation. While skyrocketing international oil and gas prices boosted the local economy, its usual outflow to the…

There was a fall in constant value sales for retail tissue in Kazakhstan in 2023. Volume growth was also subdued, in spite of continuing population growth. Russia is a key exporter of cellulose, but due to the war in Ukraine and sanctions, it found…

Instant noodles continues to account for significant value sales in Kazakhstan and in 2023, is expected to outperform pasta and rice, registering very healthy volume growth. Russian company Mareven continues to lead, with its popular brands Rollton…

RTD coffee saw further double-digit volume growth in 2023 thanks to lower unit price growth than in 2022 as inflation declined in the year, and the widespread presence of affordable brands such as Lotte and MacCoffee. The growing coffee culture and…

RTD tea is a popular soft drink in Kazakhstan and continued to experience double-digit growth in both volume and value terms with accelerated growth in comparison with 2022 as unit price increases slowed in the year. The popularity of RTD tea can be…

Volume sales continued to be low for RTDs in 2023, and registered only minimal volume growth. Younger adult consumers of legal drinking age are the target audience, and these younger consumers are now more looking for alcoholic drink as an…

With production of USD967 billion, Asia Pacific was the largest rubber and plastic producer globally in 2020. Regional production of rubber and plastic products remains highly concentrated in China, Japan and South Korea. Over 2021-2030, Asia Pacific…

An ageing population supported continued healthy value and volume growth of Rx/reimbursement adult incontinence in Kazakhstan in 2023. However, with the economy under strain, coupled with the consumer group expanding, the government is considering…

Ketchup and mayonnaise are recording further volume growth in 2023. Ketchup is a well demanded product in Kazakhstan and with plenty of meat dishes being a part of the local cuisine, spicy versions such as zhelanyja “for shahshlyk” are popular. Sales…

In 2022, the savoury snacks category experienced considerable price inflation, which was associated with an increase in the cost of logistics and raw materials, and prices have continued to rise in 2023. The category has shown moderate growth in…

While skin care in Kazakhstan saw moderate sales volume growth in 2023, its full potential was hampered by supply chain disruptions and raw material shortages. These challenges forced some consumers to switch from premium to more affordable brands,…

Smokeless tobacco, e-vapour products and heated tobacco in Kazakhstan faced significant challenges at the end of the review period. Heated tobacco products, by far the biggest category in terms of retail value sales, posted declines in retail volume…

There was a significant increase in the price of food products, including in the snacks category, in Kazakhstan in 2022. The confectionery and sweet biscuits categories showed the most growth in value terms, as manufacturers had problems with the…

Soft drinks in Kazakhstan recorded positive growth in 2023, maintaining its upwards trajectory in both volume and value terms. The general drivers of growth for all categories include population growth, especially among the younger demographic,…

Spirits in Kazakhstan registered a fall in volume sales in 2023. Vodka continued to dominate spirits, accounting for nearly 80% of total volume, thus shaping the overall trends in spirits. Despite vodka's traditional significance in Kazakh culture,…

Currently, there is only a negligible presence of sports drinks in Kazakhstan and also very little consumer awareness. However, sports drinks could possibly see growth over the forecast period as Kazakhstan often follows European and Western trends.

Sports nutrition continues to recover from the slump in retail volume and current value sales in 2020, caused by the closure of gyms and lockdowns, home seclusion and social distancing measures to stem the tide of the Coronavirus (COVID-19) pandemic.…

Kazakhstan has strong trade links with Russia and its war in Ukraine is negatively impacting the economy and leading to high inflation. While skyrocketing international oil and gas prices is boosting the local economy, its usual outflow to the global…

The sugar confectionery category experienced similar problems to chocolate confectionery in 2022, as a key ingredient used in the production of these products is sugar, which was in short supply due to export restrictions from Russia. As a result,…

In 2023, sun care recorded another year of solid growth in volume and current value terms. Baby and child-specific sun care was a key area of growth reflecting the positive birth rates in 2020 and parent’s increasing attention to the quality of sun…

Surface care in Kazakhstan posted positive volume and value sales growth in 2023, largely thanks to the country’s population expanding as well as the rising flow of people fleeing the war between Ukraine and Russia and entering Kazakhstan for safety.…

The sweet biscuits category is showing a healthy increase in sales in 2023. Kazakhstan is a country where there are many children in families, and partly as a result, historically, the population has consumed a lot of sweets. However, as…