Bottled Water in Kazakhstan

PROSPECTS

Poor quality tap water in many regions drives demand for bottled water

Many regions In Kazakhstan continue to suffer from low quality tap water. This fact continued to push consumers towards purchasing bottled water in 2018.

Health and wellness trend supports development of bottled water

The growing popularity of healthy lifestyles amongst Kazakhstanis, and the enhancement of their concerns regarding their nutritional intake, have positively influenced sales of bottled water, as it is considered the purest, most natural and healthy beneficial drink that could substitute the consumption of sugar-laden soft drinks in other categories.

Still bottled water outperforms carbonated

Carbonated bottled water remained the core product within Kazakhstan bottled water, because local consumers perceive carbonisation as offering specific value, for which they are willing to pay extra. Changing consumption patterns, along with growing awareness of the “healthy” demand for hydrating and still products has transformed the category and encouraged consumers to start switching to still bottled water instead.

COMPETITIVE LANDSCAPE

Locality is significant feature of bottled water

In Kazakhstan, bottled water offers a broad range of manufacturers and brands. However, one noticeable feature is that in each region of the country there is a domestic company that has significant sales and brand awareness, but which is characterised by a limited distribution chain.

Turan launches water offering specific value

In 2018, one strong player in bottled water, Kokshetauminvody AO, began production of water emphasising its specific value. This was in line with strengthening competition and thus higher demand for products offering “value for money”.

Opportunity for private label’s development

Private label in Kazakhstan recorded a low level of development. Therefore, over the forecast period there is an opportunity for local companies to expand their presence by working in this field.

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