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Nappies/Diapers/Pants in
Kazakhstan

Country Report

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Executive Summary

Mar 2019
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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Nappies/Diapers/Pants in Kazakhstan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Kazakhstan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Kazakhstan market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Demographic patterns restrict retail volume growth
Improving economic conditions support further growth of nappies/diapers/pants
Growing demand for natural and risk-free brands

COMPETITIVE LANDSCAPE

Advertising remains an important tool
The emergence and development of new brands
Opportunity for private label development over the forecast period

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Economic factors support growth
Affordability and accessibility are two of the main criteria for Kazakhstani consumers
Intense competition between companies
Modern grocery retailers support the development of tissue and hygiene
Innovations in materials and technology to drive sales

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 22 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources