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Country Report

Kazakhstan Flag Confectionery in Kazakhstan

| Pages: 61

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Chocolate confectionery stagnated during the review period in volume as it was mature. Most Kazaks like chocolate confectionery and traditionally most of the population always have some sweets at home. It is also usual to bring sweets when visiting friends or family. Chocolate confectionery is an affordable luxury and there is tradition in the country to welcome guests with a cup of tea and sweets. Manufacturers offer a wide range of different products at all price ranges. Standard boxed assortments was very popular as a small gift for doctors, teachers and other government workers, and during devaluation period big boxes with small amount of chocolate confectionery was very popular as buyers paid more attention to the appearance rather than quantity. Bagged selflines/softlines was very popular as a gift from newlyweds for all guests during weddings and sales of this type of chocolate confectionery increase from late spring until early autumn. Moreover, the difficult economic situation caused by devaluation of national currency switched consumers to more affordable and cheaper products such as bagged selflines/softlines instead of more expensive twist wrapped miniatures or countlines.

COMPETITIVE LANDSCAPE

  • Rakhat held the leading position and had 19% value share in 2014, followed by Mars with 16% and Ferrero with 10%. Their strong positions are supported by well-established distribution chains, high-level production facilities and financial strength, alongside historically popular brands. The companies are able to invest in promotion and pay attention to targeted communication with consumers. Rakhat is one of the largest manufacturers of confectionery in Kazakhstan with 70 years’ presence. 3,500 people work at the Rakhat. Production facilities are located on the two sites in Almaty and Shymkent. The company had very positive reputation with consumers. In July 2014 Rakhat was acquired by Korean company Lotte Confectionery Co Ltd.

PROSPECTS

  • Volume growth of chocolate confectionery will continue to increase in the forecast period at a higher rate than in 2014. The increasing availability of chocolate confectionery in rural areas will positively affect sales and consumption of confectionery. Moreover, chocolate in Kazakhstan is perceived as affordable luxury and is very traditional which will continue in the forecast period.

Gum

TRENDS

  • In 2014, despite the devaluation of national currency in February, consumers continued to consume gum. They were used to chewing gum and it became a habit not only because of pleasant taste but the overall benefit to oral hygiene. Kazakhs know about the benefits of gum: prevention of the formation of plaque or tartar, caries, neutralisation of plaque acidity and whitening of teeth. Sales were driven by activity of international manufacturers and wide range of different flavours. Moreover, the availability of gum in rural areas positively impacted consumption.

COMPETITIVE LANDSCAPE

  • Wrigley led retail sales of gum in 2013 and remained dominant with a 46% value share. The company’s flagship brand is Orbit in chewing gum and Hubba Bubba with a much smaller share in bubble gum. The success of the company lies in its strong brand marketing support, constant updates of its range and manufacturing facilities. Orbit is a strongly recognisable brand and benefits mostly from the presence on shelves both in modern and traditional retail outlets. Hubba Bubba is targeted at young consumers.

PROSPECTS

  • Over the forecast period, gum in Kazakhstan is expected to see further development in sales of more functional products like medical claims, teeth whitening and fresh breath. The growth is expected to be restrained until 2017, after which more rapid changes are anticipated. The reason is increase in consumer population. The companies will attract consumers with attractive and exotic flavours and marketing campaigns. The increasing interest about health and wellness among Kazakhs will increase the demand for more specific functional gum such as anti-acid and whitening.

Sugar Confectionery

TRENDS

  • Kazakhs are perceived to have a sweet tooth and confectionery plays an important role in everyday life. Consumers always need to have something sweet at home and sugar confectionery is often bough as indulgence product. Sugarised boiled sweets, pastilles, gums, jellies and chews and toffees, caramels and nougat are all very popular in the country. Boiled sweets are often sold by weight and are cheaper type of sugar confectionery, while traditional flavours from the Soviet era are the most popular. Pastilles, gums, jellies and chews are popular with younger audience. It offers a wide range of products from local and foreign producers. The consumption of toffees, caramels and nougat is also traditional and even used in preparation of some local desserts.

COMPETITIVE LANDSCAPE

  • Rakhat sugar confectionery, belonging to Lotte Group, continued to be market leader with 16% value share in 2014, reaching KZT15.9 billion. Rakhat is a domestic company with many years’ presence in the market, trusted reputation and wide portfolio. In July 2014 company was bought by Korean Lotte Group. The company produces boiled sweets, gums, jellies, pastilles, chews, toffees, caramels and nougats as well as biscuits and chocolate confectionery. Due to economy of scale, company has well-established supply chain, is present in most retail channels and has good shelf position and high recognition. The second main player is Bayan Sulu AO with 12% value share. The company has many recognised and popular brands among local population with wide assortment of jellies, toffees, zephyrs and more.

PROSPECTS

  • After the currency devaluation in 2014 the demand for sugar confectionery decreased, however over the forecast period growth is expected. During the forecast period, consumers will focus on health and personal hygiene and products such as medicated confectionery or mints are expected to increase in popularity. Moreover, strengthening premiumisation trend is expected to enhance the shift from traditionally-consumed sweets to more modern sugar confectionery types because of increasing product awareness and purchasing power of consumers. The increasing number of foreign brands will widen the range.

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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 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019
  • Summary 1 Other Chocolate Confectionery: Product Types

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2009-2014
  • Table 14 Sales of Gum by Category: Value 2009-2014
  • Table 15 Sales of Gum by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Gum by Category: % Value Growth 2009-2014
  • Table 17 NBO Company Shares of Gum: % Value 2010-2014
  • Table 18 LBN Brand Shares of Gum: % Value 2011-2014
  • Table 19 Distribution of Gum by Format: % Value 2009-2014
  • Table 20 Forecast Sales of Gum by Category: Volume 2014-2019
  • Table 21 Forecast Sales of Gum by Category: Value 2014-2019
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2014-2019
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2014-2019

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 25 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019
  • Summary 2 Other Sugar Confectionery: Product Types

Packaged Food in Kazakhstan - Industry Context

EXECUTIVE SUMMARY

Packaged food shows a relatively good performance despite currency devaluation

Health and wellness is gaining popularity despite the weak economy

The competition increases consolidation in packaged food

Modern grocery retailers continues to increase, although from low base

Packaged food is expected to see further growth

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

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 2009-2014
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 51 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 61 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 71 Sales of Packaged Food by Category: Value 2009-2014
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 74 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 75 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 77 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 78 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 79 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 80 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 81 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 3 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • 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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