Nappies/Diapers/Pants in Kazakhstan

PROSPECTS

Demographic patterns restrict retail volume growth

The population aged 0 to 3 years old shrank in 2018, 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 growing standards of living and increasing purchasing power among Kazakhstanis in 2018.

Improving economic conditions support further growth of nappies/diapers/pants

The improving economic situation in Kazakhstan in 2018 contributed to increasing disposable incomes and improved purchasing power among Kazakhstanis. These factors in turn led to improvements in the standard of living, which enabled parents to purchase additional nappies/diapers/pants products offering the benefits of higher quality, convenience and added value.

Growing demand for natural and risk-free brands

In parallel with the development of the health and wellness trend in Kazakhstan, there was increasing demand for natural and risk-free brands of nappies/diapers/pants. Consumers are gradually becoming more aware of and educated about the various components of these products and therefore pay great attention to the information on packaging, especially for their children.

COMPETITIVE LANDSCAPE

Advertising remains an important tool

In Kazakhstan advertising and promotion of nappies/diapers/pants remain essential tools for manufacturers in a highly competitive category in order to maintain strong brand recognition and brand loyalty among consumers. Given the popularity of social networks, with well-known mum-bloggers and useful online pages about children and their upbringing, many companies have begun to focus on advertising on Instagram, VK or Facebook.

The emergence and development of new brands

New brands of nappies/diapers/pants appeared in modern grocery retailers in Kazakhstan in 2018, all of which were in the high-end price segment, including Whito by Oji Nepia Co and the Japanese Genki brand by Raddo. The growing acceptance of Asian brands can be explained by the increasing popularity of Korean and Japanese beauty and personal care products which have a reputation for being high-quality products.

Opportunity for private label development over the forecast period

Private label has a low overall presence in Kazakhstan, with no products offered in nappies/diapers/pants. There is, therefore, an opportunity for local retailers and manufacturers.

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