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Country Report

Retailing in

Retailing in Kazakhstan

60 pages, Jan 2018

US$2,100

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Executive Summary

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Retailing continues to grow and develop

Retailing continues to develop in Kazakhstan, with grocery retailers recording slightly lower value growth than non-grocery retailers in 2017 and real GDP increasing by almost 3%. However, even within the improving economic situation in the country and value growth, many retailers, especially non-grocery operators, are posting lower unit volume sales.

Gradual expansion of internet retailing

Internet retailers continued to expand in 2017 in line with growing internet usage throughout the country. The fact that millennials are gradually becoming financially independent is contributing to the growing number of digital consumers.

Non-grocery specialist retailers outperform grocery specialist retailers

With the stabilisation of the economy, settling disposable incomes and urbanisation, consumers are spending money not only on essential products like groceries, but also on purchases via non-grocery specialist retailers. Traditional toys and games stores, homewares and home furnishing stores, sports goods stores, chemists and pharmacies recorded the highest sales among non-grocery specialist retailers in 2017.

Local companies dominate retailing in 2017

Within the current harsh and fast changing competitive environment, retailing in Kazakhstan is characterised by strong competition among different players. In 2017, domestic players still hold the leading position in retailing, with the largest players being grocery retailer Magnum Cash&Carry with Magnum chain, electronics and appliance specialist retailer Arena S with Sulpak chain, electronics and appliance specialist retailer Technodom Group with Technodom chain and grocery retailer Skif Sauda with the Small chain.

Economic factors to force development of retailing over forecast period

The expected improvement of the economic situation in Kazakhstan will positively impact the development of retailing in the country. It is expected that, with growing purchasing power and living standards, consumers will give preference to stores where credit/debit cards are accepted and which offer a wider range of brands and products, parking and bonus schemes.

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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 continues to grow and develop

Gradual expansion of internet retailing

Non-grocery specialist retailers outperform grocery specialist retailers

Local companies dominate retailing in 2017

Economic factors to force development of retailing over forecast period

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2017

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 2012-2017
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2012-2017
Table 3 Sales in Store-Based Retailing by Channel: Value 2012-2017
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2012-2017
Table 5 Store-Based Retailing Outlets by Channel: Units 2012-2017
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2012-2017
Table 7 Sales in Non-Store Retailing by Channel: Value 2012-2017
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2012-2017
Table 9 Retailing GBO Company Shares: % Value 2013-2017
Table 10 Retailing GBN Brand Shares: % Value 2014-2017
Table 11 Store-based Retailing GBO Company Shares: % Value 2013-2017
Table 12 Store-based Retailing GBN Brand Shares: % Value 2014-2017
Table 13 Store-based Retailing LBN Brand Shares: Outlets 2014-2017
Table 14 Non-Store Retailing GBO Company Shares: % Value 2013-2017
Table 15 Non-Store Retailing GBN Brand Shares: % Value 2014-2017
Table 16 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2017-2022
Table 17 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2017-2022
Table 18 Forecast Sales in Store-Based Retailing by Channel: Value 2017-2022
Table 19 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2017-2022
Table 20 Forecast Store-Based Retailing Outlets by Channel: Units 2017-2022
Table 21 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2017-2022
Table 22 Forecast Sales in Non-Store Retailing by Channel: Value 2017-2022
Table 23 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 2 Research Sources

Direct Selling in Kazakhstan

HEADLINES

PROSPECTS

Beauty and personal care remains largest direct selling area

Benefit of communication with consultants

Competition from internet retailing

COMPETITIVE LANDSCAPE

Leading players in Kazakhstan

Growing competition from internet retailing

Focus on improving quality to retain customers

CHANNEL DATA

Table 24 Direct Selling by Category: Value 2012-2017
Table 25 Direct Selling by Category: % Value Growth 2012-2017
Table 26 Direct Selling GBO Company Shares: % Value 2013-2017
Table 27 Direct Selling GBN Brand Shares: % Value 2014-2017
Table 28 Direct Selling Forecasts by Category: Value 2017-2022
Table 29 Direct Selling Forecasts by Category: % Value Growth 2017-2022

Internet Retailing in Kazakhstan

HEADLINES

PROSPECTS

Logistics remain key challenge for internet retailing in Kazakhstan

Consumers continue to prefer to see and touch products before purchasing

Rising demand for convenience

COMPETITIVE LANDSCAPE

Growing number of players operating as marketplaces

Omni-channel strategy

Competition between domestic and international companies

CHANNEL DATA

Table 30 Internet Retailing by Category: Value 2012-2017
Table 31 Internet Retailing by Category: % Value Growth 2012-2017
Table 32 Internet Retailing GBO Company Shares: % Value 2013-2017
Table 33 Internet Retailing GBN Brand Shares: % Value 2014-2017
Table 34 Internet Retailing Forecasts by Category: Value 2017-2022
Table 35 Internet Retailing Forecasts by Category: % Value Growth 2017-2022

Mixed Retailers in Kazakhstan

HEADLINES

PROSPECTS

Saks Fifth Avenue remains only mixed retailer in Kazakhstan

Saks Fifth Avenue offers alternative to foreign outlets

Continued strong growth expected

COMPETITIVE LANDSCAPE

Cooperation with premium designers

Promotion of local brands

Strong marketing campaign

CHANNEL DATA

Table 36 Mixed Retailers: Value Sales, Outlets and Selling Space 2012-2017
Table 37 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 38 Sales in Mixed Retailers by Channel: Value 2012-2017
Table 39 Sales in Mixed Retailers by Channel: % Value Growth 2012-2017
Table 40 Mixed Retailers Outlets by Channel: Units 2012-2017
Table 41 Mixed Retailers Outlets by Channel: % Unit Growth 2012-2017
Table 42 Mixed Retailers GBO Company Shares: % Value 2013-2017
Table 43 Mixed Retailers GBN Brand Shares: % Value 2014-2017
Table 44 Mixed Retailers LBN Brand Shares: Outlets 2014-2017
Table 45 Mixed Retailers LBN Brand Shares: Selling Space 2014-2017
Table 46 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 47 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 48 Forecast Sales in Mixed Retailers by Channel: Value 2017-2022
Table 49 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2017-2022
Table 50 Forecast Mixed Retailers Outlets by Channel: Units 2017-2022
Table 51 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2017-2022

Mobile Internet Retailing in Kazakhstan

HEADLINES

PROSPECTS

Mobile internet retailing remains in early stage of development

Mobile application as digital communication platform

Growing use of mobile technology

COMPETITIVE LANDSCAPE

Key players increasingly offering mobile applications

Spread to grocery retailing
Development of technology to continue

CHANNEL DATA

Table 52 Mobile Internet Retailing: Value 2012-2017
Table 53 Mobile Internet Retailing: % Value Growth 2012-2017
Table 54 Mobile Internet Retailing Forecasts: Value 2017-2022
Table 55 Mobile Internet Retailing Forecasts: % Value Growth 2017-2022

Modern Grocery Retailers in Kazakhstan

HEADLINES

PROSPECTS

Modern grocery retailers following latest trends

Opportunity for development of private label

Development of convenience stores

COMPETITIVE LANDSCAPE

Frequent offering of special promotions and discounts

Magnum Cash&Carry continues to lead sales

QR system could be introduced over the forecast period

CHANNEL DATA

Table 56 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2012-2017
Table 57 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 58 Sales in Modern Grocery Retailers by Channel: Value 2012-2017
Table 59 Sales in Modern Grocery Retailers by Channel: % Value Growth 2012-2017
Table 60 Modern Grocery Retailers Outlets by Channel: Units 2012-2017
Table 61 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017
Table 62 Modern Grocery Retailers GBO Company Shares: % Value 2013-2017
Table 63 Modern Grocery Retailers GBN Brand Shares: % Value 2014-2017
Table 64 Modern Grocery Retailers LBN Brand Shares: Outlets 2014-2017
Table 65 Modern Grocery Retailers LBN Brand Shares: Selling Space 2014-2017
Table 66 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 67 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 68 Forecast Sales in Modern Grocery Retailers by Channel: Value 2017-2022
Table 69 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2017-2022
Table 70 Forecast Modern Grocery Retailers Outlets by Channel: Units 2017-2022
Table 71 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022

Non-Grocery Specialists in Kazakhstan

HEADLINES

PROSPECTS

Expo 2017 contributes to development of non-grocery specialists

Discounts help to attract consumers

Popularity of bonuses among consumers

COMPETITIVE LANDSCAPE

Opening of OBI home and garden specialist retailer in 2018

Emergence of H&M

Launch of Japanese brand Miniso

CHANNEL DATA

Table 72 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2012-2017
Table 73 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 74 Sales in Non-Grocery Specialists by Channel: Value 2012-2017
Table 75 Sales in Non-Grocery Specialists by Channel: % Value Growth 2012-2017
Table 76 Non-Grocery Specialists Outlets by Channel: Units 2012-2017
Table 77 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2012-2017
Table 78 Non-Grocery Specialists GBO Company Shares: % Value 2013-2017
Table 79 Non-Grocery Specialists GBN Brand Shares: % Value 2014-2017
Table 80 Non-Grocery Specialists LBN Brand Shares: Outlets 2014-2017
Table 81 Non-Grocery Specialists LBN Brand Shares: Selling Space 2014-2017
Table 82 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 83 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 84 Forecast Sales in Non-Grocery Specialists by Channel: Value 2017-2022
Table 85 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2017-2022
Table 86 Forecast Non-Grocery Specialists Outlets by Channel: Units 2017-2022
Table 87 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2017-2022

Traditional Grocery Retailers in Kazakhstan

HEADLINES

PROSPECTS

Traditional grocery retailers continue to lead grocery sales

Markets perceived as offering fresher food

Unfixed and low prices

COMPETITIVE LANDSCAPE

Opening of Mart Village European style farmer’s market

Promotion of domestic products

Highly fragmented area with wide range of players

CHANNEL DATA

Table 88 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2012-2017
Table 89 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 90 Sales in Traditional Grocery Retailers by Channel: Value 2012-2017
Table 91 Sales in Traditional Grocery Retailers by Channel: % Value Growth 2012-2017
Table 92 Traditional Grocery Retailers Outlets by Channel: Units 2012-2017
Table 93 Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017
Table 94 Traditional Grocery Retailers GBO Company Shares: % Value 2013-2017
Table 95 Traditional Grocery Retailers GBN Brand Shares: % Value 2014-2017
Table 96 Traditional Grocery Retailers LBN Brand Shares: Outlets 2014-2017
Table 97 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2014-2017
Table 98 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 99 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 100 Forecast Sales in Traditional Grocery Retailers by Channel: Value 2017-2022
Table 101 Forecast Sales in Traditional Grocery Retailers by Channel: % Value Growth 2017-2022
Table 102 Forecast Traditional Grocery Retailers Outlets by Channel: Units 2017-2022
Table 103 Forecast Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022

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Megatrends

Country Report

Retailing in Kazakhstan

New Report Guarantee

Executive Summary

New Report Guarantee

Retailing continues to grow and develop

Gradual expansion of internet retailing

Non-grocery specialist retailers outperform grocery specialist retailers

Local companies dominate retailing in 2017

Economic factors to force development of retailing over forecast period

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 continues to grow and develop

Gradual expansion of internet retailing

Non-grocery specialist retailers outperform grocery specialist retailers

Local companies dominate retailing in 2017

Economic factors to force development of retailing over forecast period

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DEFINITIONS

SOURCES

Direct Selling in Kazakhstan

HEADLINES

PROSPECTS

Beauty and personal care remains largest direct selling area

Benefit of communication with consultants

Competition from internet retailing

COMPETITIVE LANDSCAPE

Leading players in Kazakhstan

Growing competition from internet retailing

CHANNEL DATA

Internet Retailing in Kazakhstan

HEADLINES

PROSPECTS

Logistics remain key challenge for internet retailing in Kazakhstan

Consumers continue to prefer to see and touch products before purchasing

Rising demand for convenience

COMPETITIVE LANDSCAPE

Growing number of players operating as marketplaces

Omni-channel strategy

Competition between domestic and international companies

CHANNEL DATA

Mixed Retailers in Kazakhstan

HEADLINES

PROSPECTS

Saks Fifth Avenue remains only mixed retailer in Kazakhstan

Saks Fifth Avenue offers alternative to foreign outlets

COMPETITIVE LANDSCAPE

Cooperation with premium designers

Strong marketing campaign

CHANNEL DATA

Mobile Internet Retailing in Kazakhstan

HEADLINES

PROSPECTS

Mobile internet retailing remains in early stage of development

Mobile application as digital communication platform

COMPETITIVE LANDSCAPE

Key players increasingly offering mobile applications

CHANNEL DATA

Modern Grocery Retailers in Kazakhstan

HEADLINES

PROSPECTS

Modern grocery retailers following latest trends

Opportunity for development of private label

Development of convenience stores

COMPETITIVE LANDSCAPE