Executive Summary

Oct 2019
Solid and consistent growth the result of multiple factors

2019 saw consumer health in Kazakhstan again record consistently positive growth as very few product categories registered static growth or sales declines. Prominent among the numerous factors contributing to this positive sales growth across the industry are the ongoing improvements being seen in Kazakhstan’s economy.

Targeting younger consumers becomes more of a priority for industry players

The leading players in consumer health have recently faced new challenges in terms of appealing effectively to younger consumers. Consumers aged up to 40 years old tend to have very different attitudes towards health and wellness than their counterparts from previous generations.

Multinational players remain dominant in consumer health

In 2019, major multinational drug companies remained prominent among the leading names in consumer health in Kazakhstan. Sanofi-Aventis, Bayer, Polpharma, Takeda and GSK are the five leading names at industry level.

Restrictions on retail distribution continue to favour chemists/pharmacies

Chemists/pharmacies remains heavily dominant in the retail distribution of consumer health products in Kazakhstan. The main reason for this is that there are official restrictions on the retail distribution of most consumer health products, including all OTC products except wound care, and the majority of vitamins and dietary supplements.

Further positive growth expected in consumer health over the forecast period

The trends which supported strong growth in sales of consumer health products towards the end of the review period are expected to remain in effect throughout forecast period, supporting sales growth across the industry. Increasingly hectic lifestyles among young urban consumers are likely to support rising demand for convenience, as well as boosting sales of all products which promise to help people cope with their increasingly hectic schedules and avoid falling ill.

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Consumer Health in Kazakhstan

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Kazakhstan for free:

The Consumer Health 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 Consumer Health in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • What are the main trends in OTC Healthcare?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Consumer Health in Kazakhstan

EXECUTIVE SUMMARY

Solid and consistent growth the result of multiple factors
Targeting younger consumers becomes more of a priority for industry players
Multinational players remain dominant in consumer health
Restrictions on retail distribution continue to favour chemists/pharmacies
Further positive growth expected in consumer health over the forecast period

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Distribution of Consumer Health by Format: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format and Category: % Value 2019
Table 9 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Kazakhstan

HEADLINES

PROSPECTS

Positive sales growth in systemic analgesics due to spreading awareness and high levels of trust in pharmacists
The ageing of Kazakhstan’s population very positive for sales of analgesics
Paediatric ibuprofen benefits from Kazakhstan’s high birth rate and rising spending

COMPETITIVE LANDSCAPE

Regional brands benefit from high levels of trust and the tendency to economise
OTC to Rx switches influence sales growth trends in topical analgesics/anaesthetic
Chemists/pharmacies remains almost completely dominant in the distribution of analgesics

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2014-2019
Table 12 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Analgesics: % Value 2015-2019
Table 14 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 15 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Cough, Cold and Allergy (Hay Fever) Remedies in Kazakhstan

HEADLINES

PROSPECTS

The likelihood of Rx to OTC switches raises the prospect of strong forecast period growth
Kazakhstan’s climate remains favourable for category sales
The category faces increasingly intense competition from preventative products

COMPETITIVE LANDSCAPE

Chemists/pharmacies remains the dominant distribution channel
Few changes seen in the competitive environment in a stable category
Advertising campaigns continue to popularise and promote self-medication

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Kazakhstan

HEADLINES

PROSPECTS

Dermatologicals benefits from the rising popularity of self-medication
More open discussions of skin conditions and dermatological treatments support growth
Paediatric dermatologicals benefits from high birth rate and rising spending on children

COMPETITIVE LANDSCAPE

Bayer maintains leadership in dermatologicals with its strong, trusted brands
Innovation remains important in dermatologicals
International brands continue to benefit from high levels of brand loyalty

CATEGORY DATA

Table 23 Sales of Dermatologicals by Category: Value 2014-2019
Table 24 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 26 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 27 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 28 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Kazakhstan

HEADLINES

PROSPECTS

Increasingly hectic lifestyles set to remain positive for sales of dietary supplements
Positive coverage of dietary supplements in the media continues to support demand
Absence of requirement for GMP standards ensures relatively high levels of dynamism

COMPETITIVE LANDSCAPE

Bayer seeks to improve its position by innovating and expanding its product range
Advertising and marketing promotions remain essential to success in dietary supplements
Less strict regulatory regime promotes dynamism in dietary supplements

CATEGORY DATA

Table 29 Sales of Dietary Supplements by Category: Value 2014-2019
Table 30 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 31 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 32 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 33 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 34 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 35 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Kazakhstan

HEADLINES

PROSPECTS

General consumer trends remain positive for sales growth in digestive remedies
Paediatric digestive remedies benefits from high birth rate and desire to spend on children
Leading players respond to rising demand by expanding their product ranges

COMPETITIVE LANDSCAPE

Advertising and marketing become more important for success in digestive remedies
High levels of consumer loyalty present strong barriers to entry in digestive remedies
Multinational companies and international brands continue to dominate sales

CATEGORY DATA

Table 36 Sales of Digestive Remedies by Category: Value 2014-2019
Table 37 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 39 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 40 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 41 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Kazakhstan

HEADLINES

PROSPECTS

Prevailing consumer health trends remain favourable for herbal/traditional products
Herbal/traditional dietary supplements at the centre of category sales growth
Lack of immediate results set to continue presenting barriers to growth

COMPETITIVE LANDSCAPE

Fragmented competitive landscape a reflection of the diversity of products
Advertising and marketing promotions set to become more important in the category
New product development likely to remain another important factor for success

CATEGORY DATA

Table 42 Sales of Herbal/Traditional Products: Value 2014-2019
Table 43 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 44 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 45 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 46 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 47 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Paediatric Consumer Health in Kazakhstan

HEADLINES

PROSPECTS

Enhanced concern over children’s health supports growth in paediatric consumer health
Slowing birth rate likely to place sales growth under pressure
Packaging and delivery formats remain highly important demand factors

COMPETITIVE LANDSCAPE

The desire to provide children with the best possible start in life underpins strong demand
New players attracted to the category by parents’ willingness to spend on their children
Advertising and marketing promotions become increasingly important in the category

CATEGORY DATA

Table 48 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 49 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 50 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 51 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 52 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sports Nutrition in Kazakhstan

HEADLINES

PROSPECTS

Increasing focus on sports and fitness among young consumers spurs sales growth
Rising consumer awareness results in a wider range of products becoming available
High prices continue to suppress category sales growth potential

COMPETITIVE LANDSCAPE

Internet retailing and specialist store-based retailers dominate sports nutrition sales
Few changes seen in the competitive landscape in sports nutrition in 2019
Local brand Beyond continues to grow

CATEGORY DATA

Table 53 Sales of Sports Nutrition by Category: Value 2014-2019
Table 54 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 56 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 57 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 58 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Kazakhstan

HEADLINES

PROSPECTS

Rising health awareness amidst increasing unhealthy lifestyles boasts demand for vitamins
The ageing of the Kazakh population set to remain positive for sales of vitamins
Vitamin B remains the most dynamic vitamins category

COMPETITIVE LANDSCAPE

International companies continue to dominate sales of vitamins
Chemists/pharmacies remains the dominant distribution channel for vitamins
Increasing knowledge of the benefits of vitamins form the core of marketing campaigns

CATEGORY DATA

Table 59 Sales of Vitamins by Category: Value 2014-2019
Table 60 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 61 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 62 NBO Company Shares of Vitamins: % Value 2015-2019
Table 63 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 64 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 65 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Kazakhstan

HEADLINES

PROSPECTS

The prevailing weight loss trends prove unfavourable for category sales
Weight management and wellbeing increasingly faces competition from sports nutrition
Innovative weight management solutions present strong challenges to category players

COMPETITIVE LANDSCAPE

Evalar benefits from its wide product portfolio and strong consumer awareness
Direct selling companies remain major players in weight management and wellbeing
Advertising and marketing promotions likely to remain key to forecast period success

CATEGORY DATA

Table 66 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 67 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 69 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 70 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 71 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Kazakhstan

HEADLINES

PROSPECTS

Wound care hits its natural ceiling, resulting in maturity and saturation
Maturity of demand discourages growth, inhibiting growth in wound care
The increasingly active lifestyles of younger consumers spur growth

COMPETITIVE LANDSCAPE

Lack of differentiation between brands results in highly fragmented competitive environment
Chemists/pharmacies remains dominant in the retail distribution of wound care
Innovation likely to prove more important in the category during the forecast

CATEGORY DATA

Table 72 Sales of Wound Care by Category: Value 2014-2019
Table 73 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 74 NBO Company Shares of Wound Care: % Value 2015-2019
Table 75 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 76 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 77 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024