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Country Report

Confectionery in Kazakhstan

| Pages: 60

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • At the end of the review period, chocolate confectionery enjoys considerable consumer interest, as Kazakhs love chocolate, mostly eating it with tea. Sales of chocolate confectionery continue to increase. Chocolate is generally considered an affordable luxury, as well as helping to enhance one’s mood. In addition, the available offer includes a vast array of different product types in all price segments, thus making them accessible to consumers from all income groups. Manufacturers are also doing their best to stimulate demand by introducing new product developments (such as new flavours, new formats and interesting ingredients) and investing in mass media advertising.

COMPETITIVE LANDSCAPE

  • Domestic company Rakhat AO is expected to lead chocolate confectionery in 2013 with an 18% value share. The company benefits from strong brand names, demand for its wide range of locally-produced products and the fact that its brands enjoy widespread availability in a wide range of retail outlets. In addition, its products are reasonably priced, valued for their high quality and taste, and widely distributed which translates into sustained strong performances.

PROSPECTS

  • Over the forecast period, consumers are expected to trade up to more attractive, high quality chocolate confectionery products offering a different mix of flavours. Consumers are expected to prove more willing to purchase these products as purchasing power is envisaged to increase.

Gum

TRENDS

  • In 2013, rising demand for gum in Kazakhstan will be supported by the rising consumption of healthy products as the chewing of gum not only offers oral hygiene benefits, but sugar free varieties can also help to keep teeth and gums healthy.

COMPETITIVE LANDSCAPE

  • Wrigley is expected to maintain its leading position in gum in Kazakhstan in 2013 with a retail value share of 42%. The company captured a very large retail value share in the country and enjoys strong consumer loyalty. While Wrigley’s popular Orbit brand is favoured by the majority of Kazakh consumers, the company also offers gum for children, Hubba Bubba in line with Orbit Kids.

PROSPECTS

  • During the forecast period, gum is expected to increase mainly because of the new range of long-lasting flavours or combination as well as a wider range of functional products. There is already a strong core consumer group for gum in Kazakhstan as many Kazakh consumers consume gum on a very regular basis. Health trend is expected to have a positive (driving) impact on gum during the forecast period.

Sugar Confectionery

TRENDS

  • Towards the end of the review period, sales of sugar confectionery continue to be traditional and are driven by the need for indulgence. Leading companies, both domestic and international ones mainly from CIS countries, still offer good quality products because price competition is very strong and consumers look for quality when purchasing. In 2013, demand is expected to be stable; however, great potential lies in products targeted at children. They form a promising audience, being eager to try out novelties such as unique flavours and interesting shapes. Unpackaged forms of sugar confectionery remain popular in Kazakhstan, although packaged options become more popular with each passing year in line with rising consumer incomes.

COMPETITIVE LANDSCAPE

  • Rakhat AO is expected to lead sales with 16% retail value share in 2013 and is set to record the highest increase in current value share among leading players with growth of one percentage point. This domestic company benefits from its long-standing presence. It operates in boiled sweets, pastilles, gums, jellies and chews and toffees, caramels and nougat, and benefits from strong and widely recognised brand names (for example Molochno-Vafelnye, Kuznechik, Barbaris and other brands), wide distribution and competitive unit prices.

PROSPECTS

  • Over the forecast period, sugar confectionery in Kazakhstan is expected to see further demand. To fulfil the needs of price-sensitive Kazakh consumers, manufacturers are not likely to increase their prices. As a result, retail volume sales are expected to grow faster than constant value sales. A wider range of economy brands are set to enter the category, the majority of them offered by multinational players, while rising consumption levels will have a positive influence on volume growth.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Kazakhstan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Kazakhstan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Confectionery in Kazakhstan - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018
  • Summary 1 Other Chocolate Confectionery: Product Types

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 14 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 15 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 17 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 18 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 19 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 20 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 21 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 22 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 23 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 24 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018
  • Summary 2 Other Sugar Confectionery: Product Types

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Gum by Category: Volume 2008-2013
  • Table 26 Sales of Gum by Category: Value 2008-2013
  • Table 27 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 28 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 29 NBO Company Shares of Gum: % Value 2009-2013
  • Table 30 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 31 Distribution of Gum by Format: % Value 2008-2013
  • Table 32 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 33 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 34 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 35 Forecast Sales of Gum by Category: % Value Growth 2013-2018

Packaged Food in Kazakhstan - Industry Context

EXECUTIVE SUMMARY

Packaged food sees a relatively good performance in 2013

Packaged food companies concentrate more on consumer needs

Domestic companies remain in the lead during 2013

Modern grocery retailers win share from independent small groceries

Packaged food is expected to record higher constant value growth

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 51 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 61 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 71 Sales of Packaged Food by Category: Value 2008-2013
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 74 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 75 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 77 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 78 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 79 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 80 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 81 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

SOURCES

  • Summary 3 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Alfajores
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Type
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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