Home Care in Kazakhstan

February 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Kazakhstan report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Kazakhstan?
  • Which are the leading brands in Home Care in Kazakhstan?
  • How are products distributed in Home Care in Kazakhstan?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Kazakhstan

EXECUTIVE SUMMARY

Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2016-2021

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2016-2021 Table 3 Sales of Home Care by Category: % Value Growth 2016-2021 Table 4 NBO Company Shares of Home Care: % Value 2017-2021 Table 5 LBN Brand Shares of Home Care: % Value 2018-2021 Table 6 Distribution of Home Care by Format: % Value 2016-2021 Table 7 Distribution of Home Care by Format and Category: % Value 2021 Table 8 Forecast Sales of Home Care by Category: Value 2021-2026 Table 9 Forecast Sales of Home Care by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Moderate volume growth, whilst inflation boosts value sales in 2021
Spending caution eases, benefiting less-essential categories
Global companies maintain their lead with well-known, high-quality brands and aggressive marketing

PROSPECTS AND OPPORTUNITIES

Sustainable growth expected after the pandemic
Liquid revolution
Global heavyweights set to continue to vie for the top spot

CATEGORY INDICATORS

Table 10 Household Possession of Washing Machines 2016-2021

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2016-2021 Table 12 Sales of Laundry Care by Category: % Value Growth 2016-2021 Table 13 Sales of Laundry Aids by Category: Value 2016-2021 Table 14 Sales of Laundry Aids by Category: % Value Growth 2016-2021 Table 15 Sales of Laundry Detergents by Category: Value 2016-2021 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2016-2021 Table 17 NBO Company Shares of Laundry Care: % Value 2017-2021 Table 18 LBN Brand Shares of Laundry Care: % Value 2018-2021 Table 19 NBO Company Shares of Laundry Aids: % Value 2017-2021 Table 20 LBN Brand Shares of Laundry Aids: % Value 2018-2021 Table 21 NBO Company Shares of Laundry Detergents: % Value 2017-2021 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2018-2021 Table 23 Forecast Sales of Laundry Care by Category: Value 2021-2026 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

Dishwashing in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Positive year for dishwashing as the effects of the pandemic continue
Rising demand for convenient automatic dishwashing
Henkel maintains its lead in 2021, but Procter & Gamble is hot on its heels

PROSPECTS AND OPPORTUNITIES

Growing share of automatic dishwashing in more affluent urban areas
Tablets will take the market
Competitive environment set to intensify

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2016-2021 Table 27 Sales of Dishwashing by Category: % Value Growth 2016-2021 Table 28 NBO Company Shares of Dishwashing: % Value 2017-2021 Table 29 LBN Brand Shares of Dishwashing: % Value 2018-2021 Table 30 Forecast Sales of Dishwashing by Category: Value 2021-2026 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026

Surface Care in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Further growth as intensified cleaning routines continue to drive sales
Floor, bathroom and multi-purpose cleaners record the fastest growth
Global brands continue to lead, whilst regional players and private label gain share

PROSPECTS AND OPPORTUNITIES

Growth to slow in 2022 as the market returns to normal
Local players set to remain insignificant
Pandemic experience to be used by local manufacturers

CATEGORY DATA

Table 32 Sales of Surface Care by Category: Value 2016-2021 Table 33 Sales of Surface Care by Category: % Value Growth 2016-2021 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021 Table 36 NBO Company Shares of Surface Care: % Value 2017-2021 Table 37 LBN Brand Shares of Surface Care: % Value 2018-2021 Table 38 Forecast Sales of Surface Care by Category: Value 2021-2026 Table 39 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026

Bleach in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Slowed growth in 2021 after a strong 2020
Bleach impacted by limited innovation and advertising, and the rising popularity of other products
Domestic player KazBytKhim leads thanks to its strong economy offerings

PROSPECTS AND OPPORTUNITIES

Demand in the economy segment of bleach
Competition from alternative products hampers future growth
Intense competition over the forecast period

CATEGORY DATA

Table 40 Sales of Bleach: Value 2016-2021 Table 41 Sales of Bleach: % Value Growth 2016-2021 Table 42 NBO Company Shares of Bleach: % Value 2017-2021 Table 43 LBN Brand Shares of Bleach: % Value 2018-2021 Table 44 Forecast Sales of Bleach: Value 2021-2026 Table 45 Forecast Sales of Bleach: % Value Growth 2021-2026

Toilet Care in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Toilet care benefits from COVID-19 and being unsaturated
Competition from alternative products
Global players with their longstanding, popular brands lead toilet care

PROSPECTS AND OPPORTUNITIES

Healthy growth thanks to market potential and new cleaning habits in the wake of COVID-19
Rim blocks set to grow fast
Rising urbanisation and living standards support future toilet care growth

CATEGORY DATA

Table 46 Sales of Toilet Care by Category: Value 2016-2021 Table 47 Sales of Toilet Care by Category: % Value Growth 2016-2021 Table 48 NBO Company Shares of Toilet Care: % Value 2017-2021 Table 49 LBN Brand Shares of Toilet Care: % Value 2018-2021 Table 50 Forecast Sales of Toilet Care by Category: Value 2021-2026 Table 51 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026

Polishes in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Further healthy growth, with sales largely unaffected by COVID-19
Style trends support sales of shoe polish
SC Johnson maintains the lead thanks to its high-quality Salamander and Pronto brands

PROSPECTS AND OPPORTUNITIES

Stagnant market over the forecast period
Changes in fashion and work practices set to impact future sales
A niche product area due to higher price points and non-essential positioning

CATEGORY DATA

Table 52 Sales of Polishes by Category: Value 2016-2021 Table 53 Sales of Polishes by Category: % Value Growth 2016-2021 Table 54 NBO Company Shares of Polishes: % Value 2017-2021 Table 55 LBN Brand Shares of Polishes: % Value 2018-2021 Table 56 Forecast Sales of Polishes by Category: Value 2021-2026 Table 57 Forecast Sales of Polishes by Category: % Value Growth 2021-2026

Air Care in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Demand for fresher homes due to COVID-19 movement restrictions
Global brands lead, benefiting from strong reputations and wide distribution
Regional brands appeal to price-sensitive consumers

PROSPECTS AND OPPORTUNITIES

Growth potential as the category is far from mature
Traditional popularity, wide availability and price to continue to benefit sales of spray/aerosol air fresheners
Urbanisation and rising disposable incomes support future air care demand

CATEGORY DATA

Table 58 Sales of Air Care by Category: Value 2016-2021 Table 59 Sales of Air Care by Category: % Value Growth 2016-2021 Table 60 NBO Company Shares of Air Care: % Value 2017-2021 Table 61 LBN Brand Shares of Air Care: % Value 2018-2021 Table 62 Forecast Sales of Air Care by Category: Value 2021-2026 Table 63 Forecast Sales of Air Care by Category: % Value Growth 2021-2026

Home Insecticides in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Consumers prioritise other home care products
Combination of global and regional heavyweights in home insecticides
Traditional formats dominate

PROSPECTS AND OPPORTUNITIES

Further growth with warmer climate and recovering economy
Strong R&D and local demand knowledge set to drive share gain of Russian Upeco
Demand for innovation to return, benefiting gel and electric insecticides

CATEGORY DATA

Table 64 Sales of Home Insecticides by Category: Value 2016-2021 Table 65 Sales of Home Insecticides by Category: % Value Growth 2016-2021 Table 66 NBO Company Shares of Home Insecticides: % Value 2017-2021 Table 67 LBN Brand Shares of Home Insecticides: % Value 2018-2021 Table 68 Forecast Sales of Home Insecticides by Category: Value 2021-2026 Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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