Nappies/Diapers/Pants in Kazakhstan

PRE-COVID-19 PERFORMANCE

Demographics restrict growth in 2019

The population aged 0 to 3 years continued to shrink in 2019, contributing to lower retail volume growth of nappies/diapers/pants and diminished opportunity to extend the number of potential consumers. Even so, nappies/diapers/pants generated positive growth both in volume and value terms thanks to the rising standard of living and increasing purchasing power amongst Kazakhstanis in 2019.

Growing demand for natural and risk-free brands

Nappies/diapers was dominated by international players in 2019 as consumers remained conservative and stuck with their trusted, traditional products. There was, however, increasing demand for natural and risk-free brands of nappies/diapers/pants in line with the development of the health and wellness trend in Kazakhstan.

Major global brands continue to lead in 2019

The competitive landscape of nappies/diaper/pants in Kazakhstan includes a good combination of global, regional and local brands, although the major global brands, such as Pampers, Huggies and Libero, together accounted for the lion’s share of value sales in 2019, benefiting from strong brand names, flexible pricing and good quality. An example of a regional brand is Molfix from the Turkish manufacturer Hayat.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 4% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19, which is the same as a 4% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

With COVID-19 having little impact on nappies/diapers/pants, growth is being supported by the rising standard of living and increasing purchasing power amongst Kazakhstanis. If the economic impact worsens, we might see consumers shifting to lower-cost products.

Recovery and opportunities

Nappies/diapers/pants are expected to record further, albeit slowed, growth over the forecast period. The demographic group aged 0 to 3 years old is likely to continue to decline over the forecast period, acting as a barrier for manufacturers to growth; however, rising purchasing power should drive future sales if there are no economic shocks during the forecast period.

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