Household Care in Kazakhstan
Euromonitor International's Household Care in Kazakhstan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 68 | Publication date: Feb 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Inflation results in volume decline
Despite good growth for household care in the first half of the review period, inflation and consumer economic concerns resulted in volume decline for most products in 2004 and 2005. Consumers also traded down within household care, opting for cheaper or unbranded products. However, high inflation resulted in continued current value growth in 2005 over the previous year.
Chlorine bleach dynamic due to low price
Chlorine bleach achieved the fastest current value growth in 2005 over the previous year. This was partly due to widening sales amongst rural and lower-income consumers. However, it was mainly due to consumers seeking to save money on household care bills by trading down from toilet care products, surface care and laundry care to lower-priced chlorine bleach.
Multinationals lead but economy products dominate
The leading players in household care in 2005 were multinational, with Procter & Gamble and Unilever at the top. However, most products continue to be dominated by economy products. These are generally Russian, Turkish or Chinese imports, although some small domestic players are also present. These economy products are of a basic quality but attract consumers due to their low prices. These products are mainly sold via outdoor markets.
Outdoor markets dominate although modern retail channels emerging
Outdoor markets continued to dominate sales of household care in 2005, although this channel lost value share significantly during the review period. Supermarkets/hypermarkets, discounters, chemists/drugstores and convenience stores became increasingly prevalent in urban areas and consequently gained share during the review period. Supermarkets/hypermarkets proved particularly popular, due to offering a wide range and low prices. However, these modern retail channels remain limited to urban areas. In rural areas, consumers remain reliant on outdoor markets and independent food stores.
Return to growth with improved disposable income levels
Household care is expected to return to volume growth during the forecast period, benefiting from improved disposable income levels. Consumers will trade up from unbranded to branded products and from economy to value-added products. This transition will be assisted by the growing presence of supermarkets/hypermarkets in urban areas, with these retail outlets encouraging consumers to browse the range of products available. Laundry care will be the most dynamic during the forecast period, benefiting from these trends but also benefiting from the growing penetration of washing machines.
Table of contents
HOUSEHOLD CARE IN KAZAKHSTAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Inflation results in volume decline
Chlorine bleach dynamic due to low price
Multinationals lead but economy products dominate
Outdoor markets dominate although modern retail channels emerging
Return to growth with improved disposable income levels
KEY TRENDS AND DEVELOPMENTS
Smaller households and affluent urbanites boosting sales
Chained retailing emerges in urban areas
Market Indicators
Table 1 Households 2000-2005
Market Data
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
DEFINITIONS
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Laundry Care by Subsector: Value 2000-2005
Table 11 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 12 Laundry Care Company Shares 2001-2005
Table 13 Laundry Care Brand Shares 2002-2005
Table 14 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 15 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 16 Sales of Laundry Detergents by Type: Value 2000-2005
Table 17 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 18 Laundry Detergents Company Shares 2001-2005
Table 19 Laundry Detergents Brand Shares 2002-2005
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 20 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 21 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 22 Dishwashing Products Company Shares 2001-2005
Table 23 Dishwashing Products Brand Shares 2002-2005
Table 24 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 25 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 26 Sales of Surface Care by Subsector: Value 2000-2005
Table 27 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 28 Surface Care Company Shares 2001-2005
Table 29 Surface Care Brand Shares 2002-2005
Table 30 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 31 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Chlorine Bleach: Value 2000-2005
Table 33 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 34 Chlorine Bleach Company Shares 2001-2005
Table 35 Chlorine Bleach Brand Shares 2002-2005
Table 36 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 37 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 39 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 40 Toilet Care Products Company Shares 2001-2005
Table 41 Toilet Care Products Brand Shares 2002-2005
Table 42 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 43 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Polishes by Subsector: Value 2000-2005
Table 45 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 46 Polishes Company Shares 2001-2005
Table 47 Polishes Brand Shares 2002-2005
Table 48 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 49 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Sales of Air Care by Subsector: Value 2000-2005
Table 51 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 52 Air Care Company Shares 2001-2005
Table 53 Air Care Brand Shares 2002-2005
Table 54 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 55 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 56 Sales of Insecticides by Subsector: Value 2000-2005
Table 57 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 58 Insecticides Company Shares 2001-2005
Table 59 Insecticides Brand Shares 2002-2005
Table 60 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 61 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
NEFIS COSMETICS OAO
Strategic Direction
Key Facts
Summary 1 Nefis Cosmetics OAO: Key Facts
Summary 2 Nefis Cosmetics OAO: Operational Indicators
Company Background
Production
Competitive Positioning
NEVSKAYA KOSMETIKA ZAO
Strategic Direction
Key Facts
Summary 3 Nevskaya Kosmetika ZAO: Key Facts
Summary 4 Nevskaya Kosmetika ZAO: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 5 Nevskaya Kosmetika ZAO: Competitive Position 2005
THE PROCTER & GAMBLE CO CENTRAL ASIA
Strategic Direction
Key Facts
Summary 6 The Procter & Gamble Co: Key Facts
Company Background
Production
Competitive Positioning
Summary 7 The Procter & Gamble Co: Competitive Position 2005