Savoury Snacks in Kazakhstan

PROSPECTS

Local consumers becoming more health-conscious

2018 saw local consumers become more health-conscious, with many seeking products which are more natural and/or offer greater nutritional value. Within savoury snacks, this trend particularly benefited vegetable, pulse and bread chips, which includes “khlebcy”, a sort of rusk which is gluten-free, sugar-free and has a high content of dietary fibre, vitamins and minerals, as well as savoury biscuits containing seeds.

Snacking increases among urban consumers

The busy lifestyles of urban consumers in Kazakhstan has led to an increase in snacking. Many consumers are tending to skip meals due to their busy schedules, instead snacking on savoury snacks.

2018 sees the launch of new products such as fried peas

In 2018, Snack Co launched the Zharoha brand in vegetable, pulse and bread chips. The unique selling point of this brand is that it is made from fried and salted peas and offers products to complement different beverages, for example beer or sour milk.

COMPETITIVE LANDSCAPE

The emergence of more unusual and exotic tastes

Savoury snacks in Kazakhstan is witnessing the emergence of new tastes and flavours. Savoury snacks are frequently consumed by young people, who tend to be keen to try new things.

Intensive marketing campaigns

Savoury snacks in Kazakhstan is a category which is heavily supported by marketing and promotional activities. For example, in 2018, the leading Lay’s brand in potato chips, as well as the Hrusteam and Flint brands in vegetable, pulse and bread chips, all ran prize competitions with the purchase of one pack.

Manufacturers target men

Kazakhstan is seeing a growing number of savoury snacks targeted at men, with this reflected in their packaging design and product positioning. Examples include the Maxx and Strong lines under the Lay’s brand and the Beerka and Hrusteam brands.

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