Nappies/diapers/pants have been largely unaffected by the pandemic; these are essential products for consumers, and as a result the category has maintained volume growth in line with that seen over the review period. Although the birth rate in Kazakhstan is slowing, in regional terms it remains comparatively high, for example more than twice that of Russia.
New born nappies/diapers is the smallest part of nappies/diapers in volume terms in Kazakhstan, and has delivered slower growth in 2021 than standard products. Availability of these products is often limited, especially outside tier one cities and towns, but more importantly Kazakh parents tend to shift to standard nappies/diapers as soon as possible, leaving new born products only a very short period of use.
Average unit prices of nappies/diapers have increased by around 10% in 2021. Rising raw material and logistic costs underpinned this, with most producers passing these new costs onto consumers.
Sales of nappies/diapers in Kazakhstan are expected to see positive growth over the forecast period, underpinned by population growth. However, birth rates are slowing, and as a result volume growth over the forecast period will be below historic rates.
Standard nappies/diapers is the largest product set in nappies/diapers, and historically has been the most dynamic. The scale of this category means that it is set to deliver lower than average growth rates over the forecast period.
Although local brands still generate a very limited share of sales in Kazakhstan, there is potential for growth. This is largely because of the reduced costs of producing these products domestically.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
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