Competitive Landscape
Karina Trading Maintains Leadership as Value Brands Close the Gap
Retail tissue in Kazakhstan is moderately concentrated, with the top three companies—Karina Trading, Hayat Holding, and Eczacibasi Tuketim Urunleri San ve Tic—accounting for 62% of retail value share in 2025. Over the period from 2020 to 2025, the market became more concentrated, as Karina Trading expanded its share from 24% in 2020 to 33% in 2025, while Hayat Holding and Eczacibasi Tuketim Urunleri San ve Tic also increased their presence, reaching 15% and 14% respectively.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Tissue in Kazakhstan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Tissue in Kazakhstan?
- Which are the leading brands in Retail Tissue in Kazakhstan?
- How are products distributed in Retail Tissue in Kazakhstan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Kazakhstan - Category analysis
Key Data Insights
Bulk Pack Adoption Grows as Shoppers Seek Value
Bulk Pack Adoption Grows as Shoppers Seek Value
Major Brands Enhance Comfort and Convenience without a Price Premium
Local Producers Set to Capture Share as Affordability Reshapes Buying Habits
Toilet Paper Extends Lead as Multipacks and Value Formats Drive Gains
Digital Channels and Convenience Set to Shape Competitive Strategies
Karina Trading Maintains Leadership as Value Brands Close the Gap
Supermarkets Sustain Dominance as Shoppers Seek Bulk Convenience
Retail E-Commerce Advances Slowly as In-Person Shopping Prevails
Tissue and Hygiene in Kazakhstan - Industry Overview
Brands Push Affordable Innovation as Price Sensitivity Rises
Key Data Insights
Brands Push Affordable Innovation as Price Sensitivity Rises
Huggies and Compact Tissue Packs Respond to Demand for Convenience
Consumer Demands for Affordable Sustainability Set New Standards
Rising Living Costs and E-Commerce Set to Reshape Value Strategies
Bulk Tissue Packs and Toilet Paper Expected to Secure Everyday Spending
Ageing Population and Niche Launches Set to Accelerate Adult Incontinence Growth
Karina Trading and Mama Znaet Expand as Global Leaders Face Pressure
Innovative Launches and Digital Strategies Create Growth Openings
Supermarkets Consolidate Share as Local Grocers Lose Ground and E-Commerce Grows Steadily
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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 report originates from Passport, our Retail Tissue research and analysis database.
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