Executive Summary

Oct 2019
PROSPECTS
Enhanced concern over children’s health supports growth in paediatric consumer health

Kazakh parents generally pay considerable attention to the health and wellness of their children and this continues to support sales growth in paediatric consumer health. Demand continues to rise for effective and safe high-quality products that have been specifically designed for children and this is expected to continue supporting the category’s development during the forecast period.

Slowing birth rate likely to place sales growth under pressure

Although Kazakhstan’s birth rate remains relatively high, certainly in comparison with most European countries, growth in the country’s birth rate is unquestionably slowing down. This means that the strong support that the rising birth rate gave to sales of paediatric consumer health during the review period is likely to be less pronounced during the forecast period.

Packaging and delivery formats remain highly important demand factors

in order to achieve lasting success in paediatric consumer health, the category’s leading players tend to focus on offering their products in bright and attractive packaging. This is because catching the eye of shoppers remains one of the most important factors for generating high sales.

COMPETITIVE LANDSCAPE
The desire to provide children with the best possible start in life underpins strong demand

one of the main motivations for purchasing paediatric consumer products, specifically paediatric vitamins and dietary supplements, is that many Kazakh parents want to ensure that their children at the best possible start in life. This means that they are extremely keen to ensure optimum nutrition through the use of vitamins and dietary supplements, with products that have a paediatric positioning generally favoured.

New players attracted to the category by parents’ willingness to spend on their children

Paediatric consumer health is a category in which demand is fairly inelastic among the substantial group of parents who consider that any money spent on their children is an excellent investment. From this perspective, even if growth in income levels were to slow down or even declined, many parents would reduce spending on themselves before spending on their children.

Advertising and marketing promotions become increasingly important in the category

as the decreasing birth rate makes it increasingly difficult for the leading paediatric consumer health manufacturers to continue registering state the growth in sales, competition in the category is becoming more intense. In response, the leading players have come increasing interested in advertising and the use of marketing promotions to increase consumer awareness of their products and brands.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Paediatric Consumer Health 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 Paediatric Consumer Health industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Paediatric Consumer Health in Kazakhstan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Paediatric Consumer Health in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • What are the most popular formats for  treatments?
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:

 Consumer Health market research database

Paediatric Consumer Health in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Enhanced concern over children’s health supports growth in paediatric consumer health
Slowing birth rate likely to place sales growth under pressure
Packaging and delivery formats remain highly important demand factors

COMPETITIVE LANDSCAPE

The desire to provide children with the best possible start in life underpins strong demand
New players attracted to the category by parents’ willingness to spend on their children
Advertising and marketing promotions become increasingly important in the category

CATEGORY DATA

Table 1 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 2 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 3 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 4 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 5 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Consumer Health in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Solid and consistent growth the result of multiple factors
Targeting younger consumers becomes more of a priority for industry players
Multinational players remain dominant in consumer health
Restrictions on retail distribution continue to favour chemists/pharmacies
Further positive growth expected in consumer health over the forecast period

MARKET INDICATORS

Table 6 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 7 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 8 Sales of Consumer Health by Category: Value 2014-2019
Table 9 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 10 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 11 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 12 Distribution of Consumer Health by Format: % Value 2014-2019
Table 13 Distribution of Consumer Health by Format and Category: % Value 2019
Table 14 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 15 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources