The COVID-19 pandemic has significantly impacted the economy and employment security in Kazakhstan, leading to diminished disposable incomes and reduced purchasing power. As such, Kazakhstanis are less likely to spend money on unnecessary groceries, including chocolate confectionery.
The development of modern grocery retailers in Kazakhstan helps manufacturers have better product placement on retailers’ shelves, introduce new product developments and special offers, and organise in-store advertising. The extension of supermarkets and convenience stores in Kazakhstan provides an opportunity for attracting consumers’ attention much more effectively, with the smaller convenience stores benefitting from being located close to consumers’ homes.
In the late review period, Mondelez Kazakhstan, was the leading player in chocolate confectionery. The brand is well known for its inventiveness regarding new flavours.
Category sales are expected to make a full recovery by 2022, when the vaccination programme has been implemented enough to prevent future breakouts, making COVID-19 less of a threat. This will lead to greater socialisation (boosting purchases of chocolate confectionery as gifts or in foodservice venues) and greater disposable income as the economy stabilises.
The hectic lifestyles of consumers in Kazakhstan have historically supported the development of snacking trends in chocolate confectionery. Over the forecast period, as the restrictions regarding COVID-19 are relaxed, consumers will spend more time out and about and increasingly opt for convenient, single-portion chocolate formats.
Although milk chocolate remains the most popular type of chocolate confectionery in Kazakhstan, there is a growing demand for dark chocolate among adults with greater disposable income, thanks to improved health awareness and a gradual shift to more natural alternatives.
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Understand the latest market trends and future growth opportunities for the Chocolate Confectionery industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Chocolate Confectionery research and analysis database.
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