Consumer Lifestyles in Kazakhstan

Consumer Lifestyle

About This Report

May 2017

After enjoying several years of economic growth, consumer confidence has now been affected by the decline in worldwide oil prices and its impact on the country’s economy. Consumer spending has declined and consumers’ shopping habits have changed. In addition, most consumers are no longer turning to loans and credit to make purchases and mortgages are hard to come by despite high demand for housing. Regardless, internet retailing has grown, driven in part by consumers looking for low prices.

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Consumer Lifestyles in Kazakhstan

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LIFESTYLES IN KAZAKHSTAN

Chart 1 Consumer Lifestyles in 2017

TOP FIVE CONSUMER TRENDS

Declining consumer confidence dampens spending
Consumers drive significant growth of internet retailing
Increased demand for housing but prospective home buyers still face obstacles
Consumers brace for an influx of new foreign products
Later-Lifers to transition into modern consumer group

CONSUMER SEGMENTATION

Babies and Infants
Chart 2 Number of Babies and Infants (Aged 0-2) and Average Age at Childbirth
Kids
Chart 3 Number of Kids (Aged 3-8)
Tweenagers
Chart 4 Distribution of Tweens (Aged 9-12)
Teens
K-Pop and Q-Pop fashion popular among Teens
Chart 5 Distribution of Teens (Aged 13-17)
Young Adults
Young Adults increasingly travel abroad
Chart 6 Distribution of Young Adults (Aged 18-19) and Age at First Marriage
Middle Youth
Chart 7 Distribution of Middle Youth (Aged 30-44)
Mid-Lifers
Chart 8 Number of Mid-Lifers (Aged 45-59)
Later-Lifers
Chart 9 Number of Later-Lifers (Aged 60+) and Life Expectancy

EATING AND DRINKING

Eating Habits
Growing number of foodservice outlets selling halal food
Chart 10 Consumer Spending on Food and Non-Alcoholic Drinks: 2016
Drinking Habits
Tea is the hot drink of choice but there is growing demand for coffee
Chart 11 Consumer Spending on Beer, Wines and Spirits: 2016

HEALTHY AND ETHICAL LIVING

Attitudes to Health and Wellbeing
Chart 12 Consumer Expenditure on Personal Health: 2016
Ethical Living
Chart 13 Obese and Overweight Population by Gender: 2000-2016
Sport and Fitness
Growing interest in fitness training
Chart 14 Percentage of Households Owning a Bicycle: 2016

HOUSE AND HOME

Increasing demand for public housing
Chart 15 Overview of Households: 2016
Household Profiles
Chart 16 Households by Type, Occupants, and Pet Ownership
Running Costs
Chart 17 Running Costs per Household: 2016

LEISURE AND RECREATION

Leisure Time
Vacations
Chart 18 Holiday Time: 2016
Opportunities for Celebrations and Gift-Giving

TECHNOLOGY

Chart 19 Accessing the Internet: 2016
Attitudes towards Social Media and Networking

GROOMING AND APPEARANCE

Investing in Yourself: Female Personal Grooming and Hygiene
Chart 20 Consumer Expenditure on Personal Appearance: 2016
Investing in Yourself: Male Personal Grooming and Hygiene
Style Icons and Celebrity Influences

SHOPPING

Main Household Shop
Case study: Carrefour launches new store to serve increasingly price-conscious food shoppers
Chart 21 Main Household Shop by Retailer Type: 2016
Shopping for Big-Ticket Items
Shopping Online
Chart 22 Internet Retail Spending: 2016

SPENDING AND SAVING

Attitudes towards Spending
Attitudes towards Savings
Attitudes towards Loans
Chart 23 Key Spending and Savings Measures: 2016