Air care in Kazakhstan has recorded healthy growth over the entire review period and enjoyed an additional boost during 2020-2021 due to COVID-19. With movement restrictions as a result of the pandemic, consumers spent more time in their homes, driving demand for home freshness and the increased use of air care products.
As is the case in several other home care products in Kazakhstan, air care is also led by global brands. SC Johnson & Son maintained its top spot thanks to the popularity of its leading Glade brand, whilst Reckitt Benckiser Group came in second place with its Air Wick brand.
Russian brands, meanwhile, are gaining value share in the economy price segment as consumers in Kazakhstan are also open to buying Russian brands and have strong trade relations with Russia. Whilst these brands are not expected to become competitors to the global brands, Russian air care products are likely to find their niche with more price-sensitive consumers.
Air care is expected to perform well over the forecast period as there is still potential for growth and the product area is far from mature. However, current value and volume growth will not be as high as over the review period as the product area becomes more mature.
Spray/aerosol air fresheners is by far the largest category in air care and this is expected to continue over the forecast period due to the traditional popularity of spray/aerosol air fresheners, with their wide availability across many different fragrances and price points. Traditional spray/aerosol air fresheners are also typically cheaper than many other alternatives in air care.
The strong growth seen in air care over the review period was driven by the continuing urbanisation in Kazakhstan, along with the ongoing uplift in living standards and stronger spending power of consumers due to rising disposable incomes. As a result, there is a growing range of fragrances and formats available.
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Understand the latest market trends and future growth opportunities for the Air Care industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of spray/aerosol air fresheners, electric air fresheners, gel air fresheners, liquid air fresheners, candles, car air fresheners and other air care.
This report originates from Passport, our Air Care research and analysis database.
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