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Sanitary Protection in
Kazakhstan

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Changing demographic trends set to support retail volume growth

The female population aged 12-54 was relatively stable in 2018, limiting the number of new users of sanitary protection and therefore organic retail volume growth, with companies therefore focusing on retaining existing loyal customers.

Changing role of women in society and work

Women’s role in society is changing in Kazakhstan, with an increasing number of females joining the working population. With improved standards of living, urbanisation and modernisation, more women are becoming financially independent of men.

Growing demand for convenience and comfort

Given the modern and active lifestyles of the majority of Kazakhstani women, there is a growing trend towards sanitary protection which is designed to provide convenience and comfort. For instance, the Secrets Lan brand manufactured by Zhongshan-Kang-Yi-Ran Sanitary Products Co introduced improved packaging with tamper protection in 2018.

COMPETITIVE LANDSCAPE
Sanitary protection led by multinational brands

Well-known international brands such as Always Ultra, Naturella and Kotex continued to lead sanitary protection in 2018. These brands have had a long-standing presence in the country, are supported by strong marketing campaigns, and benefit from high levels of brand recognition and the conservative shopping behaviours of Kazakhstanis.

Ongoing product launches

The media have been active in increasing consumer awareness of health and product safety, while, for their part, manufacturers of sanitary protection offered new product launches and innovations for existing brands featuring eco, natural and environmentally friendly product positioning. The Bella brand for instance, introduced standard towels with wings with a green positioning and featuring a silk-like, breathable material in 2018.

Manufacturers could face competition from innovations in medicine

There are trends within the latest international and domestic innovations in medicine that may lead to women requiring lower quantities of sanitary protection products in the future. Alongside the improvement in healthcare in the country, there are a growing number of older people, including women in the menopause, who do not need sanitary protection.

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Sanitary Protection in Kazakhstan

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Overview

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

The Sanitary Protection in Kazakhstan market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes 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:

  • What is the market size of Sanitary Protection in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • What are the key new product launches in the sanitary protection market?

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 Tissue and Hygiene market research database.

Sanitary Protection in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Changing demographic trends set to support retail volume growth
Changing role of women in society and work
Growing demand for convenience and comfort

COMPETITIVE LANDSCAPE

Sanitary protection led by multinational brands
Ongoing product launches
Manufacturers could face competition from innovations in medicine

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 5 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Economic factors support growth
Affordability and accessibility are two of the main criteria for Kazakhstani consumers
Intense competition between companies
Modern grocery retailers support the development of tissue and hygiene
Innovations in materials and technology to drive sales

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 22 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources