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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Tissue and Hygiene market research database.