Retailing in Kazakhstan

April 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing 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 Retailing 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 Retailing in Kazakhstan?
  • Which are the leading retailers in Retailing in Kazakhstan?
  • How are products distributed in Retailing in Kazakhstan?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Kazakhstan?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

Retailing in Kazakhstan

EXECUTIVE SUMMARY

Retailing in 2021: The big picture
Continued optimisation of selling space
E-commerce continues to see strong growth thanks to demand for convenience and increasing penetration of smartphones
Protests and strikes in Kazakhstan may somewhat restrict retailing outlet numbers
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Seasonality
Back to School New Year Women’s Day
Payments
Delivery and collections
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021 Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021 Table 3 Sales in Store-Based Retailing by Channel: Value 2016-2021 Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2016-2021 Table 5 Store-Based Retailing Outlets by Channel: Units 2016-2021 Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2016-2021 Table 7 Sales in Non-Store Retailing by Channel: Value 2016-2021 Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021 Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021 Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 11 Sales in Non-Grocery Specialists by Channel: Value 2016-2021 Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021 Table 13 Non-Grocery Specialists Outlets by Channel: Units 2016-2021 Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021 Table 15 Retailing GBO Company Shares: % Value 2017-2021 Table 16 Retailing GBN Brand Shares: % Value 2018-2021 Table 17 Store-based Retailing GBO Company Shares: % Value 2017-2021 Table 18 Store-based Retailing GBN Brand Shares: % Value 2018-2021 Table 19 Store-based Retailing LBN Brand Shares: Outlets 2018-2021 Table 20 Non-Store Retailing GBO Company Shares: % Value 2017-2021 Table 21 Non-Store Retailing GBN Brand Shares: % Value 2018-2021 Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021 Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021 Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021 Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021 Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026 Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026 Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2021-2026 Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2021-2026 Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2021-2026 Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026 Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026 Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026 Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026 Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026 Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026 Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

SOURCES

Summary 2 Research Sources

Modern Grocery Retailers in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Channel continues to show strong potential with double-digit growth in both value sales and outlet numbers
Consumers are showing preference for smaller shopping formats during pandemic
Arzan Mart launches in convenience stores to cater for those in rural areas

PROSPECTS AND OPPORTUNITIES

Steady growth expected although price sensitivity will restrict performance
Smaller shopping formats gain momentum thanks to increased need for convenience
Logistical challenges hamper expansion to regions

CHANNEL DATA

Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 42 Sales in Modern Grocery Retailers by Channel: Value 2016-2021 Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2016-2021 Table 44 Modern Grocery Retailers Outlets by Channel: Units 2016-2021 Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2017-2021 Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2018-2021 Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2018-2021 Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2018-2021 Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2021-2026 Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2021-2026 Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2021-2026 Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026

Traditional Grocery Retailers in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Traditional grocery retailers struggle to keep up with growth of modern channel
Individualised approach is not enough to prevent outlet closures during pandemic
Government plans to stop tax evasion mostly fail

PROSPECTS AND OPPORTUNITIES

Traditional grocery retailers continue to face challenges from modern channels
Eastern-style bazaars and small family shops will retain strong presence in some regions of Kazakhstan
Traditional grocery retailers face decline due to inefficiency of operations

CHANNEL DATA

Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 58 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021 Table 59 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021 Table 60 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021 Table 61 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021 Table 62 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Apparel and Footwear Specialist Retailers in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Growth restricted by reduced disposable incomes and little need for new clothes
Apparel and footwear specialist retailers go omnichannel to maximise potential
Economy and mid-priced brands gain momentum due to increased price sensitivity

PROSPECTS AND OPPORTUNITIES

Full recovery expected by 2022 despite consumers shifting to cheaper brands
E-commerce continues to rise thanks to convenience and pandemic trends
Trends for healthy lifestyles and eco-thinking to shape customers’ preferences

CHANNEL DATA

Table 64 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 66 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 67 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 68 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 70 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Health and Beauty Specialist Retailers in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Chemists/pharmacies drive category growth as beauty specialist retailers struggle
Product offer and customer experience gain importance due to growing competition
Social media presence becomes increasingly important to attract customers

PROSPECTS AND OPPORTUNITIES

Strong overall growth to continue, despite beauty specialists increasingly being challenged by offerings from modern grocery retailers
Increased consumer awareness of beauty products to be driven by digitalisation
Emerging trends include offering eco-friendly products and cosmetic procedures

CHANNEL DATA

Table 72 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 74 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021 Table 75 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021 Table 76 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 77 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 78 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 80 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 82 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026 Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

Mixed Retailers in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Demand for variety stores from price sensitive consumers drives overall growth
Variety stores continue to expand to smaller towns to tap into demand from low-income consumers
Viled Fashion represents department stores with unique offer of luxury brands

PROSPECTS AND OPPORTUNITIES

Lower value growth than prior to COVID-19, as price sensitivity hits channels such as department stores
Overall price sensitivity of population benefits variety stores
Return of foreign visitors will underpin value growth in department stores

CHANNEL DATA

Table 84 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 86 Sales in Mixed Retailers by Channel: Value 2016-2021 Table 87 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021 Table 88 Mixed Retailers Outlets by Channel: Units 2016-2021 Table 89 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 90 Mixed Retailers GBO Company Shares: % Value 2017-2021 Table 91 Mixed Retailers GBN Brand Shares: % Value 2018-2021 Table 92 Mixed Retailers LBN Brand Shares: Outlets 2018-2021 Table 93 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021 Table 94 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 96 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026 Table 97 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026 Table 98 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026 Table 99 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

Direct Selling in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Pandemic revives strong direct selling growth thanks to personal and flexible touch
Consumer-centric services are key to success during pandemic
Large international companies dominate the channel

PROSPECTS AND OPPORTUNITIES

Strong potential exists thanks to demand for health-focused products and increasing number of selling agents
Personalisation is set to be the top strategic focus for channel players
Social media and influencers will drive consumer awareness and purchases

CHANNEL DATA

Table 100 Direct Selling by Category: Value 2016-2021 Table 101 Direct Selling by Category: % Value Growth 2016-2021 Table 102 Direct Selling GBO Company Shares: % Value 2017-2021 Table 103 Direct Selling GBN Brand Shares: % Value 2018-2021 Table 104 Direct Selling Forecasts by Category: Value 2021-2026 Table 105 Direct Selling Forecasts by Category: % Value Growth 2021-2026

E-Commerce (Goods) in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Huge boost in e-commerce as people shift online to prevent exposure to COVID-19
Grocery e-commerce remains a niche as consumers prefer to buy in-person
E-commerce develops to cover wider audience and broader product range

PROSPECTS AND OPPORTUNITIES

Despite predicted healthy growth trajectory, channel will remain relatively niche
E-commerce players focus on online customer experience
Foreign internet retailers have good prospects in Kazakhstan

CHANNEL DATA

Table 106 E-Commerce (Goods) by Channel and Category: Value 2016-2021 Table 107 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021 Table 108 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021 Table 109 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021 Table 110 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026 Table 111 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

Mobile E-Commerce (Goods) in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Mobile-e-commerce booms thanks to high penetration and use of smartphones
Convenience is the main factor encouraging consumers to use mobile e-commerce
Mobile apps proving to be more valuable than mobile-friendly websites

PROSPECTS AND OPPORTUNITIES

Double-digit value growth expected as consumers seek convenience
Mobile e-commerce players focus on customer experience
International competition pushes local companies to improve service

CHANNEL DATA

Table 112 Mobile E-Commerce (Goods): Value 2016-2021 Table 113 Mobile E-Commerce (Goods): % Value Growth 2016-2021 Table 114 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026 Table 115 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026
The following categories and subcategories are included:

Retailing

      • Apparel and Footwear Specialist Retailers
      • Electronics and Appliance Specialist Retailers
        • Beauty Specialist Retailers
        • Chemists/Pharmacies
        • Optical Goods Stores
        • Drugstores/Parapharmacies
        • Vitamins and Dietary Supplements Specialist Retailers
        • Home Improvement and Gardening Stores
        • Homewares and Home Furnishing Stores
        • Bags and Luggage Specialist Retailers
        • Jewellery and Watch Specialist Retailers
        • Media Products Stores
        • Pet Shops and Superstores
        • Sports Goods Stores
        • Stationers/Office Supply Stores
        • Traditional Toys and Games Stores
      • Other Non-Grocery Specialists
      • Department Stores
      • Mass Merchandisers
      • Variety Stores
      • Warehouse Clubs
      • Luxury Apparel and Footwear Retailers
      • Luxury Bags and Luggage Specialist Retailers
      • Luxury Department Stores
      • Luxury Jewellery and Watch Retailers
      • Off-price Apparel and Footwear Specialist Retailer
      • Off-price Department Stores
      • Apparel and Footwear Direct Selling
      • Beauty and Personal Care Direct Selling
      • Consumer Electronics Direct Selling
      • Consumer Health Direct Selling
      • Consumer Appliances Direct Selling
      • Food and Drink Direct Selling
      • Home Care Direct Selling
      • Home Improvement and Gardening Direct Selling
      • Homewares and Home Furnishings Direct Selling
      • Media Products Direct Selling
      • Personal Accessories and Eyewear Direct Selling
      • Pet Care Direct Selling
      • Traditional Toys and Games Direct Selling
      • Video Games Hardware Direct Selling
      • Other Direct Selling
      • Apparel and Footwear Homeshopping
      • Beauty and Personal Care Homeshopping
      • Consumer Appliances Homeshopping
      • Consumer Electronics Homeshopping
      • Consumer Health Homeshopping
      • Food and Drink Homeshopping
      • Home Care Homeshopping
      • Home Improvement and Gardening Homeshopping
      • Homewares and Home Furnishings Homeshopping
      • Media Products Homeshopping
      • Personal Accessories and Eyewear Homeshopping
      • Pet Care Homeshopping
      • Traditional Toys and Games Homeshopping
      • Video Games Hardware Homeshopping
      • Other Homeshopping
      • Packaged Drinks Vending
      • Snacks Vending
      • Dairy Products and Alternatives Vending
      • Cooking Ingredients and Meals Vending
      • Staple Foods Vending
      • Personal Hygiene Vending
      • Tobacco Vending
      • Hot Drinks Vending
      • Traditional Toys and Games Vending
      • Other Products Vending
      • Mobile E-Commerce (Goods)
        • Foreign E-Commerce (Goods)
        • Domestic E-Commerce (Goods)
        • Apparel and Footwear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Consumer Health E-Commerce
        • Food and Drink E-Commerce
        • Home Care E-Commerce
        • Home Improvement and Gardening E-Commerce
        • Homewares and Home Furnishings E-Commerce
        • Media Products E-Commerce
        • Personal Accessories and Eyewear E-Commerce
        • Pet Care E-Commerce
        • Traditional Toys and Games E-Commerce
        • Video Games Hardware E-Commerce
        • Other E-Commerce

Retailing

Sales of new and used goods to the general public for personal or household consumption. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts, fuel. Also excludes foodservice, rental and hire and wholesale industries (Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retailing is the aggregation of Store-based retailing and Non-store retailing. Retailing excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, ie retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer which is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retailing. In relation to click and collect purchases (i.e. where purchases are made over the internet but picked up at store) where the sales data is attributed depends on where the payment is made: If payment is made in store, then the sale is included in store-based sales. If payment is made over the internet, then the sale is included in internet retailing.

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This report originates from Passport, our Retailing research and analysis database.

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