In 2018 there was growing demand for ready meals that have healthy product positioning. This trend is particularly noticeable in large towns, where consumers have a higher standard of living and are more aware of and concerned about the negative influence of artificial ingredients.
Consumer lifestyles in Kazakhstan are becoming more hectic and busy throughout the whole day, and these changing lifestyles are having a very positive impact on ready meals development. Consumers spend much of their time outside of the home; therefore, when they come home people want to relax and have a rest, not to spend time and energy on cooking a meal.
In Kazakhstan ready meals is not a saturated category at all; there is plenty of room for development. One reason for the limited number of products and lack of a diversified range of ready meals is that retailers in Kazakhstan still give preference to more well-known, traditional products because they are afraid consumers will respond unfavourably to new products.
In Kazakhstan the top three manufacturers of ready meals are Constant A with the Vkusnodel brand, Kublei with the Kublei brand and Pavlodarskiy Smak with the Pavlodarskiy Smak brand. All these manufacturers performed well in 2018 by having strong distribution networks and offering a wide product range.
In Kazakhstan local companies have very negligible sales shares in dried ready meals, which is an emerging category in the country, and chilled ready meals. The significant focus of domestic manufacturers is on frozen ready meals, which is considered as the traditional product.
New product launches in 2018 came from the Agrarfrost brand manufactured by Agrarfrost in frozen potatoes and the Perch brand (Asa Group), the Korovka iz Korenovki brand (Alekseyevskiy Molochno Konservniy Kombinat), the Masterica brand (Talosto Produkty) and the Rossiyskaya Korona brand (Produkty Pitania) in frozen ready meals. Also, Meridian introduced a new Meridian product in chilled ready meals.
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This industry report originates from Passport, our Packaged Food market research database.