Baby Food in Kazakhstan

PROSPECTS

Powder special baby milk formula grows thanks to rising allergy concerns

In 2019, powder special baby milk formula again 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.

Baby food’s convenience is hard to resist for time-pressed parents

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.

Portable and cost-effective, stand-up pouches are snapped up by parents

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.

COMPETITIVE LANDSCAPE

Growing health trend manifests in increasingly in-depth nutritional claims

The health and wellness trend contributes to the development of functional, added-value ingredients such as new vitamins and minerals, 100% natural and organic plants, fruits and vegetables. Also, in 2019 manufacturers focused on cereals, making multiple health claims.

Local players remain in internationals’ shadow

Baby food in Kazakhstan is mostly presented by foreign brands, which benefit from strong in-store product positioning, good shelf space and visibility, effective marketing campaigns and diversified product portfolios. In 2019, 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).

Mom-bloggers can promote baby food effectively, while modern retailers are reshaping distribution

Social networks such as Instagram, VK and Facebook enjoy widespread popularity, and mothers use these platforms to share their knowledge and experiences of parenting. This has given rise to famous “mom-bloggers”, mothers who provide advice on baby care and nutrition via social media platforms.

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