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Country Report

Retailing in

Retailing in Kazakhstan

71 pages, Mar 2019

US$2,100

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Executive Summary

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Retailing in Kazakhstan continues to register growth in 2018

In 2018, retailing in Kazakhstan continued to generate a positive increase in value sales. Despite post-crisis consumer behaviour after devaluations in 2014 and 2015, and marginal volatility of the tenge against the US dollar exchange rate in 2018, consumers showed an interest in purchasing essential as well as non-essential goods.

Active emergence of new players in 2018

One of the characteristics of good development of retailing in Kazakhstan was the active emergence of new players in 2018. For instance, in 2018, Leroy Merlin and OBI outlets were opened in the country.

Internet retailing continues to generate higher sales than overall retailing

In 2018, internet retailing in Kazakhstan experienced a stronger increase in sales compared with overall retailing. Significant development of internet retailing in Kazakhstan is supported by growing digitalisation, increasing internet penetration, a rising number of affordable smartphones, and the strengthening of hectic and busy lifestyles of local consumers.

Modern grocery retailers and certain non-grocery specialists drive retailing in terms of innovation

Due to the growing standards in the shopping experience among Kazakhstani consumers, local retailers are forced to adapt to emerging technology and innovations to attract consumers. In 2018, the brightest examples of active work in terms of offering a pleasant shopping experience were noted among modern grocery retailers, apparel and footwear specialist retailers, and electronics and appliance specialist retailers.

Strong development is predicted among niche channels

The significant development and improvement is predicted for niche retailers in Kazakhstan such as convenience stores, variety stores and supermarkets. Convenience stores and variety stores are newly emerged distribution channels in Kazakhstan, and are expected to generate noticeable growth due to their low penetration.

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Retailing Sample Report Retailing Sample Data

Overview

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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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Kazakhstan for free:

The Retailing in Kazakhstan market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic number of stores, selling space 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:

How big is the grocery/non-grocery/non-store channel in Kazakhstan?
Who are the leading retailers in Kazakhstan?
How is retailing performing in Kazakhstan?
What is the retailing environment like in Kazakhstan?
Which channels are winning or losing in the fight for consumers’ money?

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, our Retailing market research database.

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Retailing in Kazakhstan

EXECUTIVE SUMMARY

Retailing in Kazakhstan continues to register growth in 2018

Active emergence of new players in 2018

Internet retailing continues to generate higher sales than overall retailing

Modern grocery retailers and certain non-grocery specialists drive retailing in terms of innovation

Strong development is predicted among niche channels

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type

Physical retail landscape

Cash and carry

Seasonality

Back to School
New Year
Women’s Day

Payments and delivery

Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 3 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 5 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 7 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 15 Retailing GBO Company Shares: % Value 2014-2018
Table 16 Retailing GBN Brand Shares: % Value 2015-2018
Table 17 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 18 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 20 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Apparel and Footwear Specialist Retailers in Kazakhstan

HEADLINES

PROSPECTS

Retailers with affordable prices find success in 2018

Rising consumer interest contributes to stronger communication and promotional activity

Economy brands at “Khorgos” replace open markets and bazaars in Kazakhstan

COMPETITIVE LANDSCAPE

Confident performance of Intertop in 2018

LC Waikiki is first retail brand to offer both online and offline stores

Viled Group plans to extend the presence of premium brands

CHANNEL DATA

Table 40 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 41 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 42 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 43 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 44 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 45 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 46 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 47 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Direct Selling in Kazakhstan

HEADLINES

PROSPECTS

Personalisation remains main advantage of direct sellers

Opportunity for career building

Country regions are category drivers

COMPETITIVE LANDSCAPE

Avon continues to lead direct selling in 2018

Tiens plans to increase its investments to strengthen its position

Emergence of new categories creates areas for companies to increase sales

CHANNEL DATA

Table 48 Direct Selling by Category: Value 2013-2018
Table 49 Direct Selling by Category: % Value Growth 2013-2018
Table 50 Direct Selling GBO Company Shares: % Value 2014-2018
Table 51 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 52 Direct Selling Forecasts by Category: Value 2018-2023
Table 53 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Health and Beauty Specialist Retailers in Kazakhstan

HEADLINES

PROSPECTS

Growing health concerns and awareness support channel’s development

Young generation drives health and beauty specialist retailers

Future strategy of beauty specialist retailers in Kazakhstan

COMPETITIVE LANDSCAPE

Saturation among chemists/pharmacists

Emergence of premium retailers in 2018

Discounts and special offers of Mon Amie and Beautymania in 2018

CHANNEL DATA

Table 54 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 55 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 56 Sales in Health and Beauty Specialist Retailers by Channel: Value 2013-2018
Table 57 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2013-2018
Table 58 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 59 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 60 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 61 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 62 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 63 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 64 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2018-2023
Table 65 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2018-2023

Internet Retailing in Kazakhstan

HEADLINES

PROSPECTS

Modern lifestyles support development of internet retailing

Logistics continue to be main challenge for local internet retailers

Cancellation of income tax contributes to support and competition

COMPETITIVE LANDSCAPE

Active performance of Lamoda in 2018

Continuous competition between domestic and international players in 2018

Emerging business models

CHANNEL DATA

Table 66 Internet Retailing by Category: Value 2013-2018
Table 67 Internet Retailing by Category: % Value Growth 2013-2018
Table 68 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 69 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 70 Internet Retailing Forecasts by Category: Value 2018-2023
Table 71 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Mixed Retailers in Kazakhstan

HEADLINES

PROSPECTS

Tourists comprise main consumer group of Saks Fifth Avenue

Nascent development of variety stores in 2018

COMPETITIVE LANDSCAPE

Still Saks Fifth Avenue is leading brand in mixed retailers

Active marketing campaign of Saks Fifth Avenue in 2018

CHANNEL DATA

Table 72 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 73 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 74 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 75 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 76 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 77 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 78 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 79 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 80 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 81 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 82 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 83 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 84 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 85 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 86 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 87 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

Mobile Internet Retailing in Kazakhstan

HEADLINES

PROSPECTS

Mobile applications allow personalisation and targeting of certain consumer segments

Traffic congestion to support channel’s development

Benefits of mobile internet retailing that attract Kazakhstani consumers

COMPETITIVE LANDSCAPE

Emergence of mobile apps in other markets drive development of mobile applications in retailing

Opportunity for retailers to offer example of their quality

Possibility of cooperation between internet retailers and other companies

CHANNEL DATA

Table 88 Mobile Internet Retailing: Value 2013-2018
Table 89 Mobile Internet Retailing: % Value Growth 2013-2018
Table 90 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 91 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Modern Grocery Retailers in Kazakhstan

HEADLINES

PROSPECTS

Health and wellness trend drives modern grocery retailers

Continuous expansion of convenience stores in 2018

Promotions and special offers are important measures for development

COMPETITIVE LANDSCAPE

Retailers focus on convenience stores’ development

Emergence of “grocerant” formats in 2018

METRO Cash & Carry TOO and Technodom Group TOO collaborate

CHANNEL DATA

Table 92 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 93 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 94 Sales in Modern Grocery Retailers by Channel: Value 2013-2018
Table 95 Sales in Modern Grocery Retailers by Channel: % Value Growth 2013-2018
Table 96 Modern Grocery Retailers Outlets by Channel: Units 2013-2018
Table 97 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 98 Modern Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 99 Modern Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 100 Modern Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 101 Modern Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 102 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 103 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 104 Forecast Sales in Modern Grocery Retailers by Channel: Value 2018-2023
Table 105 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2018-2023
Table 106 Forecast Modern Grocery Retailers Outlets by Channel: Units 2018-2023
Table 107 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

Traditional Grocery Retailers in Kazakhstan

HEADLINES

PROSPECTS

Opportunity to pay QR code scanning in urban areas without using POS terminals

Competition between independent grocery retailers and convenience stores

Familiarity between retailers and consumers contributes to positive shopping experience

COMPETITIVE LANDSCAPE

Channel remains highly fragmented

Increase of conscious consumers contributes shift to modern grocery retailers

Volna TOO is the most active player among traditional grocery retailers

CHANNEL DATA

Table 108 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 109 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 110 Traditional Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 111 Traditional Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 112 Traditional Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 113 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 114 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 115 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

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Megatrends

Country Report

Retailing in Kazakhstan

New Report Guarantee

Executive Summary

New Report Guarantee

Retailing in Kazakhstan continues to register growth in 2018

Active emergence of new players in 2018

Internet retailing continues to generate higher sales than overall retailing

Modern grocery retailers and certain non-grocery specialists drive retailing in terms of innovation

Strong development is predicted among niche channels

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Retailing in Kazakhstan

EXECUTIVE SUMMARY

Retailing in Kazakhstan continues to register growth in 2018

Active emergence of new players in 2018

Internet retailing continues to generate higher sales than overall retailing

Modern grocery retailers and certain non-grocery specialists drive retailing in terms of innovation

Strong development is predicted among niche channels

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DEFINITIONS

SOURCES

Apparel and Footwear Specialist Retailers in Kazakhstan

HEADLINES

PROSPECTS

Retailers with affordable prices find success in 2018

Rising consumer interest contributes to stronger communication and promotional activity

Economy brands at “Khorgos” replace open markets and bazaars in Kazakhstan

COMPETITIVE LANDSCAPE

Confident performance of Intertop in 2018

LC Waikiki is first retail brand to offer both online and offline stores

Viled Group plans to extend the presence of premium brands

CHANNEL DATA

Direct Selling in Kazakhstan

HEADLINES

PROSPECTS

Personalisation remains main advantage of direct sellers

Opportunity for career building

Country regions are category drivers

COMPETITIVE LANDSCAPE

Avon continues to lead direct selling in 2018

Tiens plans to increase its investments to strengthen its position

Emergence of new categories creates areas for companies to increase sales

CHANNEL DATA

Health and Beauty Specialist Retailers in Kazakhstan

HEADLINES

PROSPECTS

Growing health concerns and awareness support channel’s development

Young generation drives health and beauty specialist retailers

Future strategy of beauty specialist retailers in Kazakhstan

COMPETITIVE LANDSCAPE

Saturation among chemists/pharmacists

Emergence of premium retailers in 2018

Discounts and special offers of Mon Amie and Beautymania in 2018

CHANNEL DATA

Internet Retailing in Kazakhstan

HEADLINES

PROSPECTS

Modern lifestyles support development of internet retailing

Logistics continue to be main challenge for local internet retailers

Cancellation of income tax contributes to support and competition

COMPETITIVE LANDSCAPE

Active performance of Lamoda in 2018

Continuous competition between domestic and international players in 2018

Emerging business models

CHANNEL DATA

Mixed Retailers in Kazakhstan