Laundry Care in Kazakhstan

PROSPECTS

Standard powder detergents remains the leading category in 2018

Standard powder detergents still holds the largest share in sales amongst laundry care categories due to the broad variety of brands available and consumers’ habit to use such format instead of concentrated powder, liquid detergent or detergent tablets. Strong availability of standard powder detergent through traditional and modern retailers, a wide range of brands and different packaging-size offers explain the popularity and demand for standard powder detergent in Kazakhstan.

Consumer awareness likely to boost brands with eco-product positioning

In 2018 consumer awareness and educational level continued to grow; that contributed to increased interest in and demand for ecologically friendly and safe laundry care products. Amplified knowledge of the significance of maintaining an unharmed and healthy living environment is the important indicator that has pushed development of eco-friendly, organic, non-toxic laundry care products.

Fast fashion contributes to the growing need in laundry care

Apparel sold well in Kazakhstan in 2018, where there are four distinct seasons in which consumers purchase clothes appropriate for the weather. In addition, the fashion retailing market is strongly developing in the country, and is characterised by growing consumer demand for different clothes they consider modern and trendy.

COMPETITIVE LANDSCAPE

Economic improvement provides opportunity for companies to push sales of laundry aids, spot and stain removers, fabric softeners

Laundry detergents is the largest category in laundry care in Kazakhstan due to its essential product positioning. However, the expected economic improvement in the country – 4% real GDP growth per each year – will contribute to the growing disposable income and hygiene standards of Kazakhstani home dwellers.

Strong competition results in more active promotions, special offers and advertising of laundry care

Within strong competition between players of laundry care in Kazakhstan, manufacturers and retailers actively worked on marketing laundry care brands in 2018. Kazakhstanis are gradually becoming less brand loyal; they pay much attention to price-beneficial offers that could save them money.

Laundry care companies have opportunities to charge high-end prices

Laundry care is mostly saturated by the brands of low-end and mid-range price segments. In 2018, there was nevertheless continuous development of brands positioned in the high-end price segment.

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