Paediatric Consumer Health in Kazakhstan

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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