Executive Summary

Nov 2018
PROSPECTS
The strong tradition of drinking tea has a positive impact on baked goods

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.

Population growth supports sales of baked goods

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.

Consumers shift to packaged 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.

COMPETITIVE LANDSCAPE
Manufacturers actively launch new products

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.

Aksay HBK is the leading brand manufacturer

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.

Competition between manufacturers of baked goods, sweet biscuits and bakeries

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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Baked Goods in Kazakhstan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baked goods industry in Kazakhstan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baked goods industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baked goods in Kazakhstan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baked goods in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Packaged Food in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Packaged food volume sales increase due to a number of factors
Single portions and on-the-go snacking develop in 2018
Modern grocery retailers expand in large towns
Foreign manufacturers continue to hold significant shares of packaged food in 2018
The growing healthy lifestyle trend to guide the development of packaged food

FOODSERVICE

Sales to Foodservice
The growing popularity of celebrating various occasions outside of the home has a positive impact on foodservice development
Millennials one of the main consumer groups contributing to growth in the fast casual trend in foodservice
Domestic manufacturers lead foodservice sales

CATEGORY DATA

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Distribution of Packaged Food by Format: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format and Category: % Value 2018
Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Packaged Food in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Time-poor consumers, higher living standards and an increase in Westernisation boosts results in 2019 
Players respond to the growing health and wellness trend, boosting sales across multiple packaged food options 
Foreign manufacturers benefit from established offerings, while local players respond to the taste preferences of consumers 
Modern grocery retailers are increasing share year-on-year as consumers appreciate the high service levels and a wide variety of goods 
The forecast looks bright for packaged food, which will benefit from the recovering economy

FOODSERVICE

Sales to Foodservice
Consumers eating out more frequently, especially to celebrate occasions, boosting packaged food sales to foodservice
Domestic manufacturers lead foodservice due to their strong production capacity for essential products
An increase in purchasing power over the forecast period will see consumers choosing to eat out more often, boosting sales to foodservice
Category Data
Table 18 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 19 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 21 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 22 Sales of Packaged Food by Category: Volume 2014-2019
Table 23 Sales of Packaged Food by Category: Value 2014-2019
Table 24 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 25 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 26 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 27 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 28 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 29 Distribution of Packaged Food by Format: % Value 2014-2019
Table 30 Distribution of Packaged Food by Format and Category: % Value 2019
Table 31 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 32 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 33 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 34 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 2 Research Sources