Baby Food in Kazakhstan

2020 IMPACT

With more women in the working population, demand for baby food offering convenience continues to grow

In Kazakhstan, modern lifestyles mean that more women are part of the workforce. These busy working women are therefore attracted to baby food that can offer convenience and/or time savings in the cooking process.

The importance of brands’ reputations

For parents, it is important to purchase baby food brands that have gained a certain reputation as well as consumers’ trust and loyalty, as parents are not prepared to experiment with the health of their babies. Brand awareness among friends and relatives, and their recommendations, good reviews on social networks and from other sources as well as various types of certification are all seen as being important in the purchasing process.

Baby food sees a large number of new product developments

In 2020, baby food new product developments were recording good performances as these innovations offer convenience and added value benefits. For example, Progress, under the Fruto Nyanya brand, launched a product portfolio of ready meals in a new pack format, specially designed for consumption outside the home, and that includes new vitamins, minerals and natural ingredients.

RECOVERY AND OPPORTUNITIES

Stronger performance by internet retailers during the COVID-19 pandemic

During 2020, within consumers in quarantine as part of the measures to contain the spread of the COVID-19 pandemic, e-commerce has been seeing its position strengthen, with shoppers attracted by the delivery service. Even after quarantine, some consumers will still prefer to shop via the internet to avoid going out in public too much, thereby reducing their possible exposure to the virus.

Premiumisation trend appears and is expected to continue to be seen

Even though there is an economic crisis in the country, with the devaluation of the national currency in 2020 reducing the purchasing power of Kazakh consumers, it is still possible to observe a premiumisation trend in baby food, which is expected to continue to be seen over the forecast period. With increasing health concerns among parents, they are looking to purchase the safest brands, even if this means baby food products with innovative formulas that have higher unit prices.

The internet and social networks will continue to be important sources of information for parents

In Kazakhstan, parents, especially mothers, receive a lot of their information from the internet, social networks and trade press, where celebrities, bloggers, popular doctors such as Komarovskiy and Keryeyev and other parents with large numbers of followers give their feedback and opinions on baby’s health and nutrition. It is anticipated that the internet and social networks will continue be important tools for promotion and advertising as well as a platform for the spreading of information.