In 2018, consumers continuously searched for home insecticides that are convenient, simple and easy in use. At the same time, product effectiveness was also a crucial factor.
With gradually increasing awareness and knowledge, consumers are becoming more health conscious and are paying stronger attention to the impact that product ingredients may have on their health. This trend is noticed in many fields that affect consumers’ lives in Kazakhstan, including home insecticides.
Home insecticides in Kazakhstan generated continuous development and growth in sales due to the rising living standards amongst Kazakhstani dwellers. The country’s higher GDP in 2018 had a positive effect on consumer purchasing power that enabled people to buy more home care products, including home insecticides.
In 2018, home insecticides was weakly advertised and promoted in Kazakhstan, even though marketing tactics and promotional activities are important tools for driving sales and strengthening of brand awareness. The absence of new product developments and innovations in 2018 indicates either the temperate need of home insecticides or manufacturers’ passivity.
Foreign brands continued to lead the category in 2018, benefitting from their wide product portfolios and consumers’ high brand recognition. Foreign manufacturers of home insecticides actively engaged in price competition.
Within the overall development of modern grocery retailers in Kazakhstan, especially in urban areas where consumers have higher disposable income, there is an opportunity for growth of home insecticides. Hectic and busy lifestyles, the continuous urbanisation, the demand for a convenient and comfortable shopping experience, wider selling space and broader product portfolios will support the development of supermarkets, hypermarkets and convenience stores over the forecast period in Kazakhstan.
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This industry report originates from Passport, our Home Care market research database.