In Kazakhstan, it is a widespread tradition to drink tea throughout the day. People prefer to drink tea with cakes and pastries, or with sweet home-made sandwiches with jam.
Baked goods are considered essential amongst people of all ages, genders and disposable incomes. Therefore, the higher the number of people in the country, the higher the demand for baked goods.
In 2018, many consumers in Kazakhstan shifted to packaged baked goods, because of the rising standard of living and increasing hygiene standards amongst the population. In addition, packaging gives the opportunity for manufacturers to make their products unique, and they can differentiate using design and convenience.
Companies which produce baked goods continue to actively launch new products that follow the health and wellness trend. For instance, in 2018 there were a growing number of small brands, such as Vitalnan from HBK Almatynan, Zdoroviye Sladosti from Petrodiet TD and Bio Product from Bio Product Kz, which started to offer bread containing wholemeal flour, seeds and whole grains.
In Kazakhstan, Aksay HBK remained the leading brand manufacturer in baked goods in value terms in 2018. Its lead relies mostly on the long-standing presence of the company and its high level of brand recognition, as well as its diverse product portfolio, which covers different baked goods categories, and well-established distribution network.
The rivalry between manufacturers of baked goods and sweet biscuits is derived from these products having a similar positioning. For instance, sweet biscuits, bread with jam, cakes and pastries are frequently consumed when drinking tea.
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This industry report originates from Passport, our Packaged Food market research database.