Kazakhstani consumers pay strong attention to new nutritional concepts and products as they relate to health, naturalness, functionality and convenience. With increased access to information from various sources, like trade press, social media and television, consumers – especially millennials – have become more aware of the importance of eating healthy food.
In Kazakhstan a growing number of brands have started to offer sauces reflecting the interests and tastes of different cultures and nationalities. Store shelves are filled with the “traditional, authentic and unique tastes” of Italy, Korea, Japan, China, the Caucasus, Tatarstan and India.
In 2018 Heinz brand launched ketchup with the image of Spider Man from the popular cartoon. This product has a healthier product positioning with a wider range of claims such as “100% natural ingredients”, “allergy free”, pepper free”, “GMO free” and “free of artificial components”.
Sauces, dressings and condiments saw several new product launches in 2018 in the form of new brands, improvements in packaging and new taste offerings. For instance, Cesna Astyk’s popular Cesna brand in dried pasta and rice introduced a portfolio of pasta sauces presented in a plastic pouch.
Both local and foreign manufacturers of sauces, dressings and condiments intensively work on extending their product portfolios in order to gain greater brand awareness. The majority of brands have special promotions and discounts on their products.
For consumers it is not only important to purchase tasty, good-quality sauces, dressings and condiments, but also important to have products that are easy and convenient to use. For instance, Nestlé’s popular Maggi brand launched dry sauce, herbs and spices in a reusable plastic pouch in 2018.
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This industry report originates from Passport, our Packaged Food market research database.