In Kazakhstan, chocolate confectionery is considered an expensive product. Therefore, consumption is directly related to consumers’ standard of living and disposable income.
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.
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.
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 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Packaged Food market research database.