Butter and Margarine in
Country Report
Executive Summary
Aug 2018PROSPECTS
Modest new product development
Butter and spreads is a saturated and very traditional category, which rarely sees significant trends or strong development. Nonetheless, the category did see some new product development and new brands in 2018.
Health and wellness trend fails to boost butter and spreads
The health and wellness trend has led to strong development in all dairy categories, except butter and spreads. In 2018, there were no launches of butter and spreads with reduced fat content or healthy claims, such as “natural product” or “100% eco ingredients” on packaging.
Packaging offer develops
A growing number of brands presented butter in plastic composite containers rather than wrapped in paper in 2018: Président Le Motte (Food Master); Khozyaushka (Nizhegorodskiy Maslo-Zhirovoy Kombinat); Emil; Maslo Ot Fermera (VAK Krestyanskoye Khozyaistvo); and AC (Omega Lider). This packaging trend can be explained by the growing demand for convenience.
COMPETITIVE LANDSCAPE
Wide brand offer in butter
In Kazakhstan, butter is presented by the large number of companies and brands; therefore, competition is strong between manufacturers. Butter and spreads continued to be led by domestic and Russian brands, such as 3 Zhelaniya, Shedroe Leto, Irtish and Domik v Derevne, which are perceived to offer good quality products at affordable prices.
Lack of advertising and promotion of butter and spreads
Significant advertising or promotion of butter and spreads was not observed in Kazakhstan in 2018. Butter and spreads are essential products for home cooking; therefore, consumers do not require additional information or reminding of the existence or properties of established brands.
Eurasian Foods sees steady decline in retail value share
The long-time leader, Eurasian Foods, continued to lose retail value share in 2018. Strong and growing competition between numerous companies has increased pressure on the leading player.
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Butter and Spreads in Kazakhstan
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Overview
Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine 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 Butter and Margarine industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.
The Butter and Margarine 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 Butter and Margarine in Kazakhstan?
- What are the major brands in Kazakhstan?
- Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
- What are the sales prospects for “healthy” cooking oils?
- Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?
Why buy this report?
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This industry report originates from Passport, our:
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 developmentMillennials 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 2013-2018Table 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 2013-2018Table 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 SourcesPackaged 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 foodserviceDomestic 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 2014-2019Table 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 2014-2019Table 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 SourcesRelated Reports
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- Packaged Food in North Macedonia | Nov 2019