The pandemic has had little effect on demand for sanitary products in Kazakhstan, and volume sales in 2021 are set to grow in line with historic trends seen over the review period. These are staple products, and even although consumers continued to self-isolate as part of the government’s attempt to control the virus in 2020 and 2021, they still change these products regularly.
In volume terms, pantyliners have been the most dynamic part of sanitary protection in 2021. This is partly a reflection of lockdown restrictions; these products are possibly less secure, but this is less of an issue for a housebound consumer base.
Although price sensitivity is rising, consumers in Kazakhstan have increased expectations of function in sanitary protection. This has seen sales of standard towels without wings continue to fall; although these products are cheaper, they are perceived to be less effective and less comfortable.
Sanitary protection is set to see consistent growth over the forecast period, although this is set to slow in volume terms. This may be a reflection of an increase in the average age of the population, although the slowdown in population growth anticipated over the forecast period will be a more important factor.
Slim/thin/ultra-thin towels with wings will enjoy the best performance over the forecast period in volume terms. Consumers choose these products for their greater convenience and discretion, as well as the fact that they are almost universally available.
Sanitary protection in Kazakhstan is total dominated by international brands. Procter & Gamble Kazakhstan TOO and Kimberly-Clark Central Asia TOO are the leading players, and this situation is not expected to change over the forecast period.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection 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.
If you're in the Sanitary Protection 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.
Sanitary Protection
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.
This report originates from Passport, our Sanitary Protection research and analysis database.
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