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

PROSPECTS

Demand for cough, cold and allergy (hay fever) remedies remains seasonal

Because Kazakhstani weather conditions strongly vary by the season, the demand for cough, cold and allergy (hay fever) remedies remains seasonal too. For instance, autumn and winter periods in the country can be cold, especially in north Kazakhstan, where, at this time, people frequently suffer from coughs and colds, whereas during spring and summer the spread of pollen causes hay fever and similar allergies amongst consumers.

Self-diagnosis and self-medication widespread in cough, cold and allergy (hay fever) remedies

In Kazakhstan, consumers generally try and treat coughs, colds and allergies without a doctor’s help. It means that if consumers have standard cough, cold and allergy symptoms, they tend to ask a pharmacist to recommend the best and most effective product.

Price is the main factor in the purchasing process

Kazakhstani consumers place a great emphasis on price. In 2018 people started to search for cheaper options of the required remedy.

COMPETITIVE LANDSCAPE

Modest advertising and promotional activity

Cough, cold and allergy (hay fever) remedies is one of most advertised and promoted consumer health categories. In Kazakhstan, social networks starting being a significant influencer of consumers’ opinions.

Santo Member of Polpharma Group holds on to its leading position in Kazakhstan

In Kazakhstan, Santo Member of Polpharma Group (Santo) was the leading cough, cold and allergy (hay fever) remedies manufacturer in 2018. Santo is a local company with a wide product portfolio and well-known brands.

Good prospects for herbal/traditional brands

In Kazakhstan, there are growing health concerns and consumers are increasingly demanding products that are not only effective, but also safe. Consequently, there is great potential for cough, cold and allergy (hay fever) remedies with herbal/traditional product positioning, such as those found under the Doktor Mom, Aqua Maris, Faringomed, Bronchicum, Prospan, Solodkovogo Kornya Syrup, Golaprop, Kviks, brand, Gerbion, Grippostad and Humer brands.

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