Laundry care, the largest home care category in Kazakhstan, recorded moderate volume growth in 2021, whilst value sales saw a double-digit increase due to significant price inflation in the year. Liquid laundry detergents, both liquid and tablet, showed strong growth, which partly compensated stagnation in the major category of laundry detergents – powders.
Liquid fabric softeners is expected to return to a more positive performance in 2021. The category struggled in 2020, suffering from consumers’ spending caution in the year due to COVID-19, which saw them prioritising items deemed to be more essential.
Procter & Gamble maintained its leading position in terms of value share in 2021, followed by Henkel, with all others holding minimal shares in comparison. Procter & Gamble also leads in brand share terms, with brands Ariel, Tide and Mif; whilst Henkel is well-known for its Persil brand.
2022 is expected to be the final year of business returning to normal after the pandemic. The country’s economy is set to grow at a healthy rate over the forecast period, adding stability to the purchasing power of households going forward.
Liquid detergents in liquid and tablet formats are expected to record the fastest growth over the forecast period. These products are gaining attention and trust from a larger share of consumers who enjoy the convenient and effective laundry care they offer.
In terms of market leaders, Procter and Gamble and Henkel are the main competitors, changing their positions with each other year after year. These two global heavyweights will continue to compete over the forecast period, benefiting from their wide product portfolios in various price segments, their access to the shelves of the major retailers and the general good reputation their products enjoy in Kazakhstan.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
This report originates from Passport, our Laundry Care research and analysis database.
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