Kazakhstan

Wine sales continued to grow in Kazakhstan in 2021. However, it is not only quantity but also quality that is increasing. Consumers continue to educate themselves about different wine varieties and the appropriate foods to match with them. Meanwhile,…

Sun care saw a full recovery in value sales in 2021, after recovering from the decline experienced in 2020 when consumers were in home seclusion and had little need for sun care products. As they started returning to their pre-pandemic lifestyle,…

Polishes were largely unaffected by COVID-19. Of course, the less frequent visits to offices as a result of the pandemic impacted sales of shoe polishes and consumers prioritised cleaning to stop the spread of COVID-19 over conditioning cleaners such…

Home insecticides in Kazakhstan was unaffected by the COVID-19 pandemic and registered one of the lowest volume growth rates of all home care products in 2021, and also the lowest value growth. In 2021, consumers prioritised disinfectant products to…

Coffee took a hit in 2020, with volume sales down through both retail and foodservice channels. In 2021, the picture was more positive, with double digit retail current value growth. However, part of this growth was driven by price rises and volume…

The pandemic has had little effect on demand for sanitary products in Kazakhstan, and volume sales in 2021 are set to grow in line with historic trends seen over the review period. These are staple products, and even although consumers continued to…

2021 was another good year for home care in Kazakhstan, with further strong growth amid ongoing consumer fears of COVID-19 and new daily routines, including spending more time at home and increased standards of hygiene, adding momentum to sales.…

Bleach had a strong year in 2020 as consumers used bleach as an effective disinfectant to stop the spread of COVID-19. Growth continued in 2021, albeit at a slower pace, as consumers continued to be concerned about the virus and bleach has a strong…

Hot drinks took a hit in 2020, with volume sales down through both retail and foodservice channels. In 2021, the picture was more positive, with double digit retail current value growth. However, part of this growth was driven by price rises and…

Coffee is not a traditional drink in Kazakhstan and the same can be said for RTD coffee, with value sales for RTD tea considerably higher. However, interest is growing fast in RTD, though the consumer is often someone who has spent time in Western…

Bottled water registered healthy retail volume growth in 2021. With many regions in Kazakhstan continuing to suffer from low-quality tap water, many consumers have no option but to purchase bottled water and this maintains volume sales. There are two…

In 2021, the alcoholic drinks market in Kazakhstan saw growth after a year of stagnation. While the COVID-19 crisis negatively influenced many categories, it provided a boost for some. Generally, the alcoholic drinks market continued its process of…

Air care in Kazakhstan has recorded healthy growth over the entire review period and enjoyed an additional boost during 2020-2021 due to COVID-19. With movement restrictions as a result of the pandemic, consumers spent more time in their homes,…

2021 was a pretty good year for the spirits category, which showed an improvement on the previous year’s stagnation and the decline seen in 2019. Spirits not only saw a rise in volume sales, but also witnessed a shift in demand towards higher-quality…

Retail sales of fragrances suffered considerably during 2020 due to COVID-19-related restrictions. Whilst retailers launched active promotions in a bid to boost volume sales, there was little demand as the lack of socialising gave consumers little…

Sales of retail tissue have seen a dip in volume sales in 2021, as consumers returned to schools and the workplace, and restrictions on travel and socialisation have relaxed. Essentially, this has meant that consumption patterns are returning to…

Soft drinks registered a second year of double-digit retail value growth in 2021, but part of this growth was driven by prices rises and volume growth was much more moderate, though higher than 2020. Foodservice registered a recovery, with…

RTDs is the smallest alcoholic drinks category by volume sales in Kazakhstan (apart from the negligible cider/perry category). The category’s target audience is young adults of legal drinking age up to 30 years-old, and primarily females. So far the…

Skin care has largely benefitted from COVID-19 pandemic as, with more time at home, consumers relaxed their attitude towards beauty routines and instead focused more on skin care. This trend accelerated in 2021 to register double-digit value growth…

After the slowdown in 2020, value sales in retailing in Kazakhstan returned to double-digit growth in 2021. This was facilitated by the easing of COVID-19 restrictions, including the removal of the quarantine, which allowed people to freely visit and…