Executive Summary

Jul 2018
Prospects
Consumption of chocolate confectionery directly related to purchasing power

In Kazakhstan, chocolate confectionery is considered an expensive product. Therefore, consumption is directly related to consumers’ standard of living and disposable income.

The indulgence trend continues

In 2018, chocolate confectionery continued to be seen as an indulgence product which provides pleasure to both men and women of all ages and budgets. Demand for indulgence is being met by the varied product portfolios of different manufacturers.

Modern grocery retailers support new product launches

In Kazakhstan, the ongoing development of modern grocery retailers such as supermarkets and hypermarkets has had a positive influence on the availability of new product launches in chocolate confectionery, largely because these outlets have more space for both products and promotional activities. 2018 witnessed the emergence of multiple new brands, including Godiva from Pladis, Bucheron from Inter Group Co, Socado Dolbloc from Socado, Delaviuda from La Confiteria Delaviuda, Grondard and Russkiy Marzipan from Konditerskaya Fabrika Aztek, Miesziko from Miesziko, Doch Solnca from Britarev, Stella Organic from Chocolat Stella, Vanini from ICAM Cioccolato and Vannucci from the company of the same name in boxed assortments, countlines and tablets, but only in supermarkets and hypermarkets.

Competitive Landscape
Mondelez merges two popular brands in 2018

In 2018, Mondelez sought to attract consumers by offering new chocolate tablets under the Alpen Gold and Milka chocolate brands featuring Oreo branded sweet biscuits, for example Alpen Gold & Oreo and Milka & Oreo. These new launches will likely appeal to younger generation consumers, who tend to be particularly fond of new innovations and tastes.

Mars continues to perform well

Mars remained the leading player in chocolate confectionery in 2018, with the company’s position heavily supported by strong advertising and promotional activities as well as an ongoing focus on new product development. For example, in 2018, the company promoted its Snickers, Twix and M&M’s brands on television, billboards, social networks and in-store.

Companies offer products for special occasions and celebrations

In 2018, many companies expanded their chocolate confectionery portfolios to include products particularly created for special occasions and celebrations, such as birthdays, New Year, Women’s Day, Nowruz and Valentine’s Day. Such products benefit from different pack designs.

Prospects
Gum sees the launch of new products

Gum in Kazakhstan posted a modest decline in volume sales in 2018, with this being a better performance than that seen over the previous three years. This can be largely attributed to the launch of new products offering different tastes.

Differing performances from chewing gum and bubble gum

In general, chewing gum is eaten by adults to help freshen their breath, while bubble gum is targeted at children and seen as a more indulgent product. When comparing the two, it could be said that there exists a wider range of alternatives to bubble gum.

Pouch packs grow in popularity thanks to their convenience

In 2018, chewing gum in pouch packaging grew in popularity, with both the Orbit and Juicy Fruit brands offered in this format. Pouch packaging enables their manufacturer Wrigley to offer a more competitive unit price, while the format also benefits from a special closure and is portable.

Competitive Landscape
Strong brand loyalty among local consumers

Consumers in Kazakhstan are very loyal to brands such as Orbit (Wrigley) and Dirol (Dirol Cadbury), which have been present in the marketplace for a long time. Both benefit from strong brand awareness, frequent advertisements on television, the internet and in-store and a widespread presence in kiosks, independent small grocers, supermarkets, hypermarkets and forecourt retailers.

The emergence of new brands

2018 saw the launch of two new brands, namely Dentyne Ice and Ice Cubes, from Mondelez International. Both brands are positioned in the premium segment, with their unit price being three times higher than that of the popular Orbit and Dirol brands.

New bubble gum brands on offer in Meloman stores

In Kazakhstan, Meloman is the leading chained retailer of books, toys and games. Thanks to the popularity of the store among children and teenagers, in 2018 Meloman widened its portfolio of bubble gum for children.

Prospects
Sales driven by a desire for indulgence and pleasure

Sales of sugar confectionery in Kazakhstan are largely supported by a consumer desire for indulgence and pleasure, with this being particularly the case among children and teenagers.

The emergence of a new packaging format in lollipops

2018 saw the introduction of the Yumearth brand from manufacturer YummyEarth, which offers lollipops in a new packaging format for local consumers, namely pouches. The Yumearth brand is GMO-free, gluten-free, naturally flavoured, free from synthetic colours and contains real fruit juice, offering 14 lollipops in one pack, with each being individually wrapped.

Health and wellness trend continues to grow

Sugar confectionery saw the launch of Jumble jellies and chews under the Bon Pari brand in 2018, with these having no artificial colourings, while Storck introduced Mamba jellies and chews with added vitamins and made from natural fruit juice and milk. Meanwhile, the new Fritt brand offers chews with added vitamin C, while the Fru-Fru brand of jellies and chews has 0% fat, is gluten-free and contains natural ingredients.

Competitive Landscape
Modest growth recorded by new products in 2018

New products in sugar confectionery recorded modest performances in 2018. The main reason for this was the fact that sugar confectionery in Kazakhstan is a very saturated category, offering a large number of different products and brands.

A strong focus on children

All lollipops in Kazakhstan come in packaging which aims to appeal to children. 2018 saw the emergence of the Trolls, Zveropolis and Paw Patrol brands from Konfitrade in pastilles, gums, jellies and chews, with pack designs featuring popular cartoon characters.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery 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 Confectionery industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery 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 Confectionery in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

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

Chocolate Confectionery

Gum

Sugar Confectionery

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