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: 74 | Publication date: Jul 2008
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
Economic growth drives the positive development of the market in 2007
Kazakhstan’s household care market continued to show growth in current value sales in 2007, maintaining the positive trend observed throughout the review period. Strong demand for household care products was sustained by economic development, rising disposable incomes, improvements in distribution, busier lifestyles and urbanisation. New product developments and marketing campaigns by local, regional and multinational players also ensured that the market continued to expand at a healthy pace. Despite rising inflation and GDP growth of 9%, growth in household care current value sales in 2007 was not as strong as in 2006. This was largely due to more intense competition, which helped to keep unit price increases in check.
Laundry care is the largest sector; dishwashing products is the most dynamic
Laundry care remained the largest household care sector in current value sales terms by a wide margin in 2007. Thanks to the positive economic situation, the sector continued to benefit from the rising penetration of washing machines in Kazakh households, particularly in urban areas. Similarly, dishwashing products benefited from an increase in the household penetration of automatic dishwashers. Thanks in part to rising demand for automatic dishwashing products, which tend to command higher unit prices, dishwashing products showed the fastest growth in current value terms of any household care sector. Economic development and rising disposable incomes also facilitated robust growth in current value terms for smaller sectors like toilet care products and air care.
Multinational players continue to lead the household care market
Multinationals retained a firm grip on household care in Kazakhstan in 2007, with top three players Procter & Gamble, Unilever and Reckitt Benckiser accounting for a combined market value share of almost 50%. During the review period, multinationals were the most active players in terms if innovations and marketing campaigns in most sectors. Most local and regional companies competed on a low price platform, and those that launched new products tended to imitate the most successful multinational innovations. While local players remained largely absent from key sectors like laundry care, dishwashing products and surface care in 2007, a number did manage to strengthen their positions in the market towards the end of the review period, most notably Urker Cosmetic.
Grocery retailers channels gain ground in household care distribution
Non-grocery retailers continued to dominate household care distribution in 2007 with a value share of 62%. This share declined steadily throughout the review period, however, in line with the rapid development of grocery retailer’s channels like supermarkets/hypermarkets, discounters, convenience stores and independent small grocers. The expansion of these channels was driven by economic growth, urbanisation, busier lifestyles and rising disposable incomes. Additionally, the Kazakh government was very active in encouraging the development of small and medium sized businesses in the country, especially in urban areas. The supermarkets/hypermarkets channel played an increasingly influential role in household care distribution in 2007, thanks to the expansion of leading chains offering wide product assortments at competitive prices.
Positive market development is set to continue over 2007-2012
Household care is set to maintain its positive development over the forecast period, with all sectors expected to show healthy growth in constant value terms. As was the case in 2007, the development of the market will continue to be driven by economic growth, rising disposable incomes, busier lifestyles, urbanisation and the expansion of retail distribution channels. In laundry care, the shift from hand detergents to automatic detergents is expected to accelerate as the household penetration of washing machines continues to rise in line with disposable income levels. Similarly, the rising penetration of automatic dishwashers in Kazakh households will see automatic dishwashing gain ground at the expense of hand dishwashing. Rising disposable incomes will also play a critical role in driving the development of smaller sectors and niche categories like toilet care products, air care and laundry aids. Innovations, advertising campaigns and new entrants will also contribute to the positive development of the market as a whole. New launches will also ensure that competition in the market continues to intensify, which should help to limit unit price increases arising from inflationary pressures.
Table of contents
HOUSEHOLD CARE IN KAZAKHSTAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic growth drives the positive development of the market in 2007
Laundry care is the largest sector; dishwashing products is the most dynamic
Multinational players continue to lead the household care market
Grocery retailers channels gain ground in household care distribution
Positive market development is set to continue over 2007-2012
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 11 Household Penetration of Washing Machines 2002-2007
Sector Data
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Laundry Aids by Type: Value 2002-2007
Table 17 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 18 Laundry Care Company Shares 2003-2007
Table 19 Laundry Care Brand Shares 2004-2007
Table 20 Laundry Detergents Company Shares 2003-2007
Table 21 Laundry Detergents Brand Shares 2004-2007
Table 22 Laundry Aids Company Shares 2003-2007
Table 23 Laundry Aids Brand Shares 2004-2007
Table 24 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 25 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 26 Household Penetration of Dishwashers 2002-2007
Sector Data
Table 27 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 29 Dishwashing Products Company Shares 2003-2007
Table 30 Dishwashing Products Brand Shares 2004-2007
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 33 Sales of Surface Care by Subsector: Value 2002-2007
Table 34 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 35 Surface Care Company Shares 2003-2007
Table 36 Surface Care Brand Shares 2004-2007
Table 37 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 39 Sales of Chlorine Bleach: Value 2002-2007
Table 40 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 41 Chlorine Bleach Company Shares 2003-2007
Table 42 Chlorine Bleach Brand Shares 2004-2007
Table 43 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 44 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 45 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 46 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 47 Toilet Care Products Company Shares 2003-2007
Table 48 Toilet Care Products Brand Shares 2004-2007
Table 49 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 50 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 51 Sales of Polishes by Subsector: Value 2002-2007
Table 52 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 53 Polishes Company Shares 2003-2007
Table 54 Polishes Brand Shares 2004-2007
Table 55 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 56 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 57 Sales of Air Care by Subsector: Value 2002-2007
Table 58 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 59 Air Care Company Shares 2003-2007
Table 60 Air Care Brand Shares 2004-2007
Table 61 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 62 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 63 Sales of Insecticides by Subsector: Value 2002-2007
Table 64 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 65 Insecticides Company Shares 2003-2007
Table 66 Insecticides Brand Shares 2004-2007
Table 67 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 68 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
ARNEST OAO
Strategic Direction
Key Facts
Summary 2 Arnest OAO: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Arnest OAO: Competitive Position 2007
ELEVIT KAZAKHSTAN LTD
Strategic Direction
Key Facts
Summary 4 Elevit Kazakhstan Ltd: Key Facts
Company Background
Production
Competitive Positioning
URKER COSMETIC
Strategic Direction
Key Facts
Summary 5 Urker Cosmetic: Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Urker Cosmetic: Competitive Position 2007