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Retailing in Kazakhstan

February 2021
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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

EXECUTIVE SUMMARY

COVID-19 impact on retailing
COVID-19 country impact
Continued optimisation of selling space
E-commerce players also focus on improving customer experience
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2018
Physical retail landscape
Cash and carry
Seasonality
Payments and delivery
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020 Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020 Table 3 Sales in Store-Based Retailing by Channel: Value 2015-2020 Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020 Table 5 Store-Based Retailing Outlets by Channel: Units 2015-2020 Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020 Table 7 Sales in Non-Store Retailing by Channel: Value 2015-2020 Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020 Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020 Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 11 Sales in Non-Grocery Specialists by Channel: Value 2015-2020 Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020 Table 13 Non-Grocery Specialists Outlets by Channel: Units 2015-2020 Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020 Table 15 Retailing GBO Company Shares: % Value 2016-2020 Table 16 Retailing GBN Brand Shares: % Value 2017-2020 Table 17 Store-based Retailing GBO Company Shares: % Value 2016-2020 Table 18 Store-based Retailing GBN Brand Shares: % Value 2017-2020 Table 19 Store-based Retailing LBN Brand Shares: Outlets 2017-2020 Table 20 Non-Store Retailing GBO Company Shares: % Value 2016-2020 Table 21 Non-Store Retailing GBN Brand Shares: % Value 2017-2020 Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020 Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020 Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020 Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020 Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025 Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025 Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025 Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025 Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025 Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025 Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025 Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025 Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025 Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025 Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025 Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 2 Research Sources

Traditional Grocery Retailers in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Government tries to stop tax evasion but for the most part fails
Small scale of operation leads to fragmented and volatile competitive environment
Chained specialist retailers are most active and largest players in traditional grocery retailers

RECOVERY AND OPPORTUNITIES

Discounters could pose threat to traditional grocery over forecast period
Traditional grocery retailers lose share to modern retail
Traditional grocery retailers face decline due to inefficiency of operations

CHANNEL DATA

Table 40 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 41 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 42 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 43 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 44 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 45 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 46 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 47 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Apparel and Footwear Specialist Retailers in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Little demand for updating wardrobes as people spend a lot of time at home
Economy and mid-priced brands gain momentum in light of increased price sensitivity of Kazakhstani consumers
Apparel and footwear specialist retailers go omnichannel to maximise potential

RECOVERY AND OPPORTUNITIES

Consumers update their wardrobe, once they can move around again
Customer service and choice of products increase in importance with growing competition in the channel
Trends for healthy lifestyles and eco-thinking shape customers’ preferences

CHANNEL DATA

Table 48 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 49 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 50 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 51 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 52 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 53 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 54 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 55 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Health and Beauty Specialist Retailers in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Chemist/pharmacies perform well, but beauty specialists register decline
Product offer and customer experience gain high importance in light of growing competition
Players expand to e-commerce to maximise potential

RECOVERY AND OPPORTUNITIES

More working from home will dampen value sales of beauty products over forecast period
Emerging trends including eco-friendly products, as well offering cosmetic procedures through beauty specialist retailers
Increased consumer awareness of beauty products drives channel growth

CHANNEL DATA

Table 56 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 57 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 58 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020 Table 59 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020 Table 60 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 61 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 62 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 63 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 64 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 65 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 66 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025 Table 67 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025

Mixed Retailers in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Steep value decline as consumers increasingly price sensitive
Viled Fashion TOO represents department stores with unique offer of luxury brands
Variety stores expand to smaller towns and regions

RECOVERY AND OPPORTUNITIES

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

CHANNEL DATA

Table 68 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 69 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 70 Sales in Mixed Retailers by Channel: Value 2015-2020 Table 71 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020 Table 72 Mixed Retailers Outlets by Channel: Units 2015-2020 Table 73 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 74 Mixed Retailers GBO Company Shares: % Value 2016-2020 Table 75 Mixed Retailers GBN Brand Shares: % Value 2017-2020 Table 76 Mixed Retailers LBN Brand Shares: Outlets 2017-2020 Table 77 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020 Table 78 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 79 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 80 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025 Table 81 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025 Table 82 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025 Table 83 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

Direct Selling in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Social distancing measures curtails direct selling in 2020
Avon applies technologies to give company new lease of life
Large international companies dominate the channel

RECOVERY AND OPPORTUNITIES

Value growth will return once COVID-19 infection rates start to fall
Direct selling will see modest growth in line with overall economic development
Direct sellers adopt new marketing tools to withstand growing competition

CHANNEL DATA

Table 84 Direct Selling by Category: Value 2015-2020 Table 85 Direct Selling by Category: % Value Growth 2015-2020 Table 86 Direct Selling GBO Company Shares: % Value 2016-2020 Table 87 Direct Selling GBN Brand Shares: % Value 2017-2020 Table 88 Direct Selling Forecasts by Category: Value 2020-2025 Table 89 Direct Selling Forecasts by Category: % Value Growth 2020-2025

E-Commerce in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Huge boost in e-commerce, due to people shifting to online shopping in order to prevent exposure to COVID-19
Kaspi Magazin TOO continues to win value share
E-commerce develops to cover wider audience and broader product range

RECOVERY AND OPPORTUNITIES

Healthy value growth trajectory over the forecast period
E-commerce players focus on online customer experience
Foreign internet retailers have good prospects in Kazakhstan

CHANNEL DATA

Table 90 E-Commerce by Channel and Category: Value 2015-2020 Table 91 E-Commerce by Channel and Category: % Value Growth 2015-2020 Table 92 E-Commerce GBO Company Shares: % Value 2016-2020 Table 93 E-Commerce GBN Brand Shares: % Value 2017-2020 Table 94 Forecast E-Commerce by Channel and Category: Value 2020-2025 Table 95 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025

Mobile E-Commerce in Kazakhstan

EY DATA FINDINGS

2020 IMPACT

As consumers avoid brick-and mortar stores, mobile e-commerce registers huge surge
Share of mobile e-commerce set to grow
Mobile apps as tools for competing

RECOVERY AND OPPORTUNITIES

Double-digit value growth over forecast period
Mobile e-commerce players focus on customer experience
International competition pushes local companies to improve service

CHANNEL DATA

Table 96 Mobile E-Commerce: Value 2015-2020 Table 97 Mobile E-Commerce: % Value Growth 2015-2020 Table 98 Mobile E-Commerce Forecasts: Value 2020-2025 Table 99 Mobile E-Commerce Forecasts: % Value Growth 2020-2025

Modern Grocery Retailers in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Convenience stores in local neighbourhoods perform
Large local players target all groups of consumers to maximise profit potential
New kid on the block in 2020

RECOVERY AND OPPORTUNITIES

Consumers will be increasingly price sensitive over forecast period
Logistical challenges hamper expansion to regions
Smaller shopping formats gain momentum thanks to increased need for convenience

CHANNEL DATA

Table 100 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 101 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 102 Sales in Modern Grocery Retailers by Channel: Value 2015-2020 Table 103 Sales in Modern Grocery Retailers by Channel: % Value Growth 2015-2020 Table 104 Modern Grocery Retailers Outlets by Channel: Units 2015-2020 Table 105 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 106 Modern Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 107 Modern Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 108 Modern Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 109 Modern Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 110 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 111 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 112 Forecast Sales in Modern Grocery Retailers by Channel: Value 2020-2025 Table 113 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2020-2025 Table 114 Forecast Modern Grocery Retailers Outlets by Channel: Units 2020-2025 Table 115 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025
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This report originates from Passport, our Retailing research and analysis database.

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