Executive Summary

Oct 2019
PROSPECTS
The likelihood of Rx to OTC switches raises the prospect of strong forecast period growth

Based on statements issued by the Ministry of Health towards the end of the review period, there is currently a high chance of Rx to OTC switches being seen in antihistamines/allergy remedies (systemic) during the forecast period. The main motivation for the switches is that many Kazakh consumers have expressed their extreme dissatisfaction with the fact that even minor cases of allergies require them to visit a doctor on a regular basis to have their prescriptions renewed in order to obtain medications to manage the symptoms of allergies.

Kazakhstan’s climate remains favourable for category sales

Seasonal colds and flu remain highly prevalent during the annual period in cold weather in Kazakhstan, which stretches from the start of autumn in October until the end of winter, which is usually at the beginning of March. This means that sales of cough remedies, pharyngeal preparations and decongestants and to peak strongly at this time of year, especially in northern regions of Kazakhstan.

The category faces increasingly intense competition from preventative products

Sales of cough, cold and allergy (hay fever) remedies remain under pressure from the increasingly notable consumer preference for taking steps to prevent the onset of colds and flu, rather than waiting to fall ill before treating the symptoms of viral illnesses. The categories which are present in the strongest challenges in this respect are vitamins and dietary supplements, with vitamin C, echinacea and multivitamins among the categories which consumers are turning to in an effort to strengthen their immune systems and minimise the possibility that they will succumb to a cold or the flu during winter.

COMPETITIVE LANDSCAPE
Chemists/pharmacies remains the dominant distribution channel

Health and beauty specialist retailers continued to account for almost all sales of cough/cold and allergy (hay fever) remedies during 2019, with chemists/pharmacies very dominant and drugstores/parapharmacies accounting for the vast majority of remaining sales. The main reason for this position is that there are legislative restrictions on the retail distribution of all of the products categorised under cough, cold and allergy (hay fever) remedies, with chemists/pharmacies and drugstores/parapharmacies the only channels permitted to dispense these products.

Few changes seen in the competitive environment in a stable category

No major changes were seen in the competitive landscape in cough, cold and allergy (hay fever) remedies in 2019 as the list of leading players remain the same as during previous years of the review period. The main reason for this situation is that the majority of Kazakh consumers have already identified their preferred brands in the category and they tend to remain very loyal to a brand once they have established that it effectively manages their symptoms without side effects.

Advertising campaigns continue to popularise and promote self-medication

As noted above, cough remedies, pharyngeal preparations and decongestants are widely advertised on national television channels throughout cold periods of the year, specifically between October and March. The incidence of colds and flu tends to increase dramatically at this time of year, particular in northern regions of the country.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cough, Cold and Allergy (Hay Fever) Remedies 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 Cough, Cold and Allergy (Hay Fever) Remedies industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cough, Cold and Allergy (Hay Fever) Remedies 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 Cough, Cold and Allergy (Hay Fever) Remedies in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • What is the impact of influenza vaccinations on the sales of cough and cold products?

Why buy this report?

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  • Inform your marketing, brand, strategy and market development, sales and supply functions

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

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

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 1 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 2 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 4 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 5 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 6 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Consumer Health in Kazakhstan - Industry Overview

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 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 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