Baby and Child-Specific Products in Kazakhstan

PROSPECTS

Consumers become even more selective

Consumers in Kazakhstan pay very strong attention to ingredients and positioning when it comes to products that are related to their children’s consumption. Therefore, good quality and product safety are the most important and most significant factors during the purchasing process for baby and child-specific products.

The gradual improvement of economic conditions supports value growth

In 2018, baby and child-specific products in Kazakhstan generated a good performance thanks to gradual economic recovery. The improvement of economic conditions contributed to growth in Kazakh consumers’ confidence and household expenditure.

Distribution channels remain concentrated

In 2018, sales of baby and child-specific products in Kazakhstan remained concentrated in Kazakhstan. The distribution of baby and child-specific products is characterised by the strong shares of independent small grocers, supermarkets, hypermarkets, beauty specialist retailers and chemists/pharmacies.

COMPETITIVE LANDSCAPE

International brands dominate baby and child-specific products

In 2018, international companies still dominated baby and child-specific products in Kazakhstan. Imported brands continued to hold the leading positions thanks to their product quality, improvements in marketing campaigns, the increasing consumer base and the introduction of new product developments.

Only a few brands enter baby and child-specific products in 2018

Baby and child-specific products in Kazakhstan was characterised by the weak emergence of new brands in 2018. For instance, the strengthening availability of the German brand Penaten was observed in modern grocery retailers; this brand is in the high-end price segment.

Growing demand for products that offer innovation and added-value

Alongside the improvement in consumers’ standard of living and gradually rising hygiene and personal care standards, Kazakhs are demanding new product developments and innovations that can offer added-value for their children. In 2018, there were few new product launches in baby and child-specific products in Kazakhstan.

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