Air Care in Kazakhstan

PROSPECTS

Urbanisation and sophisticated lifestyles boost popularity of air care products

The strong growth seen in air care (across all sub-categories evidenced) is supported 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. With a growing range of scents and formats available, air care has become more than just a home care product.

Spray/aerosol air fresheners remain the largest segment, thanks to tradition, affordability, and availability

Whilst the strongest growth was seen in gel air fresheners in 2019, spray/aerosol air fresheners remains the largest sub-category, with no close contenders. This is due to the traditional popularity of spray/aerosol air fresheners, as a historically known and accepted concept, with wide availability across many different scents and price points.

Car air fresheners to be boosted by status symbol car sales

Car air fresheners is also seeing strong value growth, despite still being a smaller and rather niche segment in air care. Following on from trends seen in higher standards of living, cars are also becoming symbols of social status for consumers in Kazakhstan.

COMPETITIVE LANDSCAPE

Global players maintain lead with existing reputations and promotional activities

As has been seen in other categories in home care, air care is also led by global brands. SC Johnson & Son Inc maintains its lead place in company terms, thanks to the popularity of its leading Glade brand.

Russian brands see sales thanks to popularity in the economy price segment

Russian brands are noted to be taking share in the economy price segment. This is due to Russian brands being seen as relatively regional, and thanks to the strong trade relations between Russia and Kazakhstan.

Domestic brands not noted, but excellent scope for local players to enter the category with innovative products

Domestic brands are not noted in air care. However, as seen within other categories, ingoing state support for domestic manufacturers may open up a route for local producers to innovate and enter the category.

Files are delivered directly into your account within a few minutes of purchase.