Baby and Child-Specific Products in Kazakhstan

PROSPECTS

Growing awareness of need for baby and child-specific products

Frequent advertising and promotions of baby and child-specific products, as well as the increasing number of mom-blogs in social networks, continues to fuel knowledge and awareness of baby and child-specific products. For many consumers, even in small towns, baby and child-specific products are seen as being vital everyday items.

Growing demand for products with natural positioning

When it comes to products for children and babies, consumers are very selective and health conscious. There has been an increase in demand for baby and child-specific products with natural positioning.

Demographic trends support growth

In 2017, the number of 0-11 year-olds in Kazakhstan increased by 4%. This growth in the number of babies and children in Kazakhstan positively impacted sales of baby and child-specific products in 2017.

COMPETITIVE LANDSCAPE

Multinationals continue to dominate sales

Imported baby and child-specific products remain the most popular among consumers in Kazakhstan. Johnson & Johnson and Kalina Concern lead sales due to the popularity of brands such as Johnson’s Baby, Malenkaya Feya, Drakosha, Limpopo and Karapuz.

Manufacturers focus on functionality

Consumers in Kazakhstan are gradually leading more active lifestyles, with many parents combining jobs with raising their children. Parents, especially mothers from large cities, often visit many different places with their children (eg walking in parks, meeting friends, going on trips).

Interaction with parents through social media

The increasing penetration of computers, smartphones and other gadgets has boosted internet access throughout Kazakhstan. This, in turn, has increased the possibility for manufacturers to interact with consumers through popular social networks such as Instagram, Facebook and VK.

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