Air Care in Kazakhstan

PROSPECTS

Improved economy has positive impact on air care sales in 2018

Gradual improvement in the economic situation in the country had a positive influence on air care sales in 2018. Economic improvement contributes to the disposable income increase amongst consumers and thus their readiness to purchase additional, non-essential products for home care.

Spray/aerosol air fresheners strongly demanded in 2018

Spray/aerosol air fresheners is the long existing category, with a wide range of brands in Kazakhstan. In 2018, spray/aerosol air fresheners maintained its leading position amongst other categories of air care largely because it has the lowest average unit price.

Air care is gradually becoming associated with the lifestyle

With a growing range of flavours and formats available in Kazakhstan, air care has become not only a home care product that eliminates unpleasant odours, but also one that is associated with the consumer’s lifestyle. It means that with the help of eminent fragrance and packaging design at home consumers in Kazakhstan have started to claim their self-image and lifestyle.

COMPETITIVE LANDSCAPE

Promotions and special offers at stores are common in 2018

In 2018 Air Wick brand, Flamingo brand had a notable performance in terms of special offers and discounts at stores. The retailers offered larger pack sizes with a price-beneficial offer for consumers.

New product developments in 2018

In 2018, Breesal brand introduced its improved-formula air care product promising double effectiveness and designed for refrigerators. Silver brand manufactured by TD GraSS appeared; it is positioned as a perfume line and has non-similar packaging design compared to that of other players; it is offered in a see-through plastic bottle.

Servarius strengthens its position

In Kazakhstan SC Johnson & Son with Glade and Reckitt Benckiser Group with Air Wick held the leading positions in air care in 2018. However, smaller players were more active as well.

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