Laundry Care in Kazakhstan

PROSPECTS

Washing machine sales boost automatic detergents, while price-sensitive consumers keep standard powder detergents in steady growth

Laundry care in Kazakhstan is already a saturated category, thus growth is proving to be slower than expected. However, the largest sub-categories remain stable with their leading value shares, for example as can be seen with laundry detergents (especially automatic detergents).

Fashion conscious consumers call for fine fabric laundry care

Fine fabric detergents, whilst a small and niche sub-category, continues to see positive value growth in 2019. This is attributed to it being a segment of current innovation, as players look into product developments and diversification.

Fresh scents and eco-friendly options drive innovation in liquid fabric softeners

Liquid fabric softeners continues to gains popularity with consumers. Whilst still not one of the larger sub-categories, liquid fabric softeners is also being boosted by consumers’ demand for laundry care products which offer something extra.

COMPETITIVE LANDSCAPE

Global brands retain lead, thanks to being perceived as higher quality by premium-seeking consumers

As the purchasing power of consumers continues to grow in Kazakhstan (with an expected economic improvement of 4% real GDP growth per year), demand for international brands is very well registered in the country. This is evidenced by Procter & Gamble Kazakhstan TOO retaining its top place in company value share terms in 2019, followed by Henkel Central Asia & Caucasus, with all others holding minimal shares in comparison.

Russian players do not see as much success in laundry care, despite strong trade relations

Quite differently from other segments in the region, for example Uzbekistan, Russian manufacturers are not that successful in Kazakhstan laundry care products. Kazakhstan is perceived as having the highest consumer purchasing power in the region, and consumers are therefore keen for more expensive and (perceived to be) higher quality global brands.

Ushasty Nyan brand for children also appeals to eco-aware consumers seeking the most pure products

The most successful Russian brand in Kazakhstan laundry care is Ushasty Nyan (from Nevskaya Kosmetika OAO). The company specialises in products for children, which are believed to be of a pure quality and therefore appropriate for use on sensitive skin and also kind to clothes.

Files are delivered directly into your account within a few minutes of purchase.