Baby Food in Kazakhstan

PROSPECTS

Powder special baby milk formula posts fast growth

In 2018, powder special baby milk formula recorded strong retail current value growth. Growth was derived from the rising number of babies with allergies because of environmental pollution and nutrition needs as mothers combined breastfeeding with milk formula.

Pouch packaging is in high demand in prepared and dried baby food

Consumers are increasingly interested in baby food in stand-up pouches, which are considered highly convenient and portable. An additional benefit is lower per pack prices compared with glass jars.

Growing number of working women supports the demand for baby food

In Kazakhstan, especially in the large towns, many women are active in the workforce and lead busy lives. Hectic lifestyles ensure growing interest in fast cooking and ready-to-eat baby food, which provide convenience to busy parents.

COMPETITIVE LANDSCAPE

Growing importance of social networks for marketing

Social networks like Instagram, VK and Facebook enjoy widespread popularity, and mothers use these platforms to share their knowledge and experiences. This has given rise to famous mom-bloggers, who provide advice on baby care and nutrition.

International players dominate baby food

Baby food in Kazakhstan is mostly presented by foreign brands, which benefit from strong in-store product positioning, high shelf space and visibility, effective marketing campaigns and diversified product portfolios. In 2018, the leading companies remained Nestlé (Gerber, Nestlé, Nan and Nestogen); Wimm-Bill-Dann Produkty Pitania (Agusha); and Detskoye Pitaniye-Istra-Nutricia (Malyutka, Nutricia, Nutrilon and Malysh).

Manufacturers invest in new product development

Consumers of baby food expect constant improvements and innovations, because parents want the best products for their offspring. In 2018, many brands focused on products offering improvements for the immune and digestive systems, and brain and vision development.

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