Savoury Snacks in Kazakhstan

PROSPECTS

The health and wellness trend is favouring sales of healthier savoury snacks, but remains limited in overall influence

2019 saw local consumers become more health-conscious, with many seeking products that 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 that is gluten-free, sugar-free and has a high content of dietary fibre, vitamins and minerals, as well as savoury biscuits containing seeds.

Savoury snacks is a category primed for the expanding snacking trend

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

Potato chips and vegetable, pulse and bread chips are the main growth engines, boosted by the strong rise of modern grocery retailers

The main drivers of volume sales growth in savoury snacks are potato chips and vegetable, pulse and bread chips. Although volume sales of nuts, seeds and trail mixes are at present larger than those of vegetable, pulse and bread chips, the situation will be reversed by 2021.

COMPETITIVE LANDSCAPE

Unusual flavours emerge to keep consumers curious

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.

Active advertising and interesting marketing campaigns keep brand loyalty high, reinforced by the rise of modern grocery retailers

Savoury snacks in Kazakhstan is a category that is heavily supported by active advertising, 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.

The male consumer group is increasingly significant thanks to rise in beer drinking

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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