Snacks in Kazakhstan

June 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Snacks 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.

Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.

If you're in the Snacks 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.

The Snacks in Kazakhstan report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Snacks in Kazakhstan?
  • Which are the leading brands in Snacks in Kazakhstan?
  • How are products distributed in Snacks in Kazakhstan?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Snacks?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Kazakhstan?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Snacks in Kazakhstan

EXECUTIVE SUMMARY

Key trends in 2021
Competitive landscape
Channel developments
What next for snacks?

MARKET DATA

Table 1 Sales of Snacks by Category: Volume 2016-2021 Table 2 Sales of Snacks by Category: Value 2016-2021 Table 3 Sales of Snacks by Category: % Volume Growth 2016-2021 Table 4 Sales of Snacks by Category: % Value Growth 2016-2021 Table 5 NBO Company Shares of Snacks: % Value 2017-2021 Table 6 LBN Brand Shares of Snacks: % Value 2018-2021 Table 7 Distribution of Snacks by Format: % Value 2016-2021 Table 8 Forecast Sales of Snacks by Category: Volume 2021-2026 Table 9 Forecast Sales of Snacks by Category: Value 2021-2026 Table 10 Forecast Sales of Snacks by Category: % Volume Growth 2021-2026 Table 11 Forecast Sales of Snacks by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Chocolate Confectionery in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Reduced purchasing power and fewer opportunities for home consumption leads to small volume decline
Modern grocery retailers positioned well to boost sales, as advertising campaigns ramp up
Mondelez Kazakhstan loses top position to Rakhat despite continued success of Alpen Gold range

PROSPECTS AND OPPORTUNITIES

Stable growth expected a chocolate confectionery will remain a popular snack
The return of hectic lifestyles expected to boost sales of single-portion formats
Dark chocolate to remain a niche taste among local consumers

CATEGORY DATA

Table 12 Sales of Chocolate Confectionery by Category: Volume 2016-2021 Table 13 Sales of Chocolate Confectionery by Category: Value 2016-2021 Table 14 Sales of Chocolate Confectionery by Category: % Volume Growth 2016-2021 Table 15 Sales of Chocolate Confectionery by Category: % Value Growth 2016-2021 Table 16 Sales of Chocolate Tablets by Type: % Value 2016-2021 Table 17 NBO Company Shares of Chocolate Confectionery: % Value 2017-2021 Table 18 LBN Brand Shares of Chocolate Confectionery: % Value 2018-2021 Table 19 Distribution of Chocolate Confectionery by Format: % Value 2016-2021 Table 20 Forecast Sales of Chocolate Confectionery by Category: Volume 2021-2026 Table 21 Forecast Sales of Chocolate Confectionery by Category: Value 2021-2026 Table 22 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2021-2026 Table 23 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2021-2026

Gum in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Growth remains small as socialisation is still restricted
New formats and packaging offer convenience and bulk-buy options for busy local consumers
Consumer loyalty to Orbit and Dirol sees gum consumers stick with them

PROSPECTS AND OPPORTUNITIES

Poor prospects for gum as sugar levels and competition from other categories hamper demand
New tastes and flavours in gum will become available as players attempt to maintain interest
Pouch packaging offers convenience and value for money, but gum needs reinvigoration over the forecast period

CATEGORY DATA

Table 24 Sales of Gum by Category: Volume 2016-2021 Table 25 Sales of Gum by Category: Value 2016-2021 Table 26 Sales of Gum by Category: % Volume Growth 2016-2021 Table 27 Sales of Gum by Category: % Value Growth 2016-2021 Table 28 NBO Company Shares of Gum: % Value 2017-2021 Table 29 LBN Brand Shares of Gum: % Value 2018-2021 Table 30 Distribution of Gum by Format: % Value 2016-2021 Table 31 Forecast Sales of Gum by Category: Volume 2021-2026 Table 32 Forecast Sales of Gum by Category: Value 2021-2026 Table 33 Forecast Sales of Gum by Category: % Volume Growth 2021-2026 Table 34 Forecast Sales of Gum by Category: % Value Growth 2021-2026

Sugar Confectionery in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Affordability is key to success in sugar confectionery as Kazakhs tighten their belts
Rakhat retains lead in sugar confectionery with wide variety of cheap products
Boost for impulse purchases as consumers spend more time on-the-go

PROSPECTS AND OPPORTUNITIES

Inflation rather than demand to drive retail current value growth
Sugar confectionery to remain an indulgence, with mints stealing share from gum
Product development and brand variety to increase over the forecast period to reflect long-term rise in living standards

CATEGORY DATA

Table 35 Sales of Sugar Confectionery by Category: Volume 2016-2021 Table 36 Sales of Sugar Confectionery by Category: Value 2016-2021 Table 37 Sales of Sugar Confectionery by Category: % Volume Growth 2016-2021 Table 38 Sales of Sugar Confectionery by Category: % Value Growth 2016-2021 Table 39 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value 2016-2021 Table 40 NBO Company Shares of Sugar Confectionery: % Value 2017-2021 Table 41 LBN Brand Shares of Sugar Confectionery: % Value 2018-2021 Table 42 Distribution of Sugar Confectionery by Format: % Value 2016-2021 Table 43 Forecast Sales of Sugar Confectionery by Category: Volume 2021-2026 Table 44 Forecast Sales of Sugar Confectionery by Category: Value 2021-2026 Table 45 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2021-2026 Table 46 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2021-2026

Sweet Biscuits, Snack Bars and Fruit Snacks in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Diminished growth in 2021 as sales start to normalise
Packaged sweet biscuits boosted by hygiene standards and active product promotion
KDV leads with popular and affordable Yashinko brand, while Mondelez strikes a balance between indulgence and health

PROSPECTS AND OPPORTUNITIES

Growth to return in the coming years as restrictions are relaxed
Players set to launch healthier alternatives in line with consumer demand
Single-portion formats will increase in popularity as busy consumers eat on-the-go

CATEGORY DATA

Table 47 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2016-2021 Table 48 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2016-2021 Table 49 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2016-2021 Table 50 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2016-2021 Table 51 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2017-2021 Table 52 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2018-2021 Table 53 NBO Company Shares of Sweet Biscuits: % Value 2017-2021 Table 54 LBN Brand Shares of Sweet Biscuits: % Value 2018-2021 Table 55 NBO Company Shares of Snack Bars: % Value 2017-2021 Table 56 LBN Brand Shares of Snack Bars: % Value 2018-2021 Table 57 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2016-2021 Table 58 Distribution of Sweet Biscuits by Format: % Value 2016-2021 Table 59 Distribution of Snack Bars by Format: % Value 2016-2021 Table 60 Distribution of Fruit Snacks by Format: % Value 2016-2021 Table 61 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2021-2026 Table 62 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2021-2026 Table 63 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2021-2026 Table 64 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2021-2026

Ice Cream and Frozen Desserts in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Category landscape starts to normalise as they spend more time outside
Single-portion formats start to recover from poor pandemic sales as restrictions are relaxed
Shin-Lain leads thanks to an innovative approach, widespread advertising and distribution, and strong local appeal

PROSPECTS AND OPPORTUNITIES

Health and wellness ice cream varieties will increase as living standards rise
Dairy ice cream to remain preferred over water ice cream, with the latter generating health concerns amongst some consumers
Sandwich format ice cream will benefit from a strengthening convenience trend

CATEGORY DATA

Table 65 Sales of Ice Cream and Frozen Desserts by Category: Volume 2016-2021 Table 66 Sales of Ice Cream and Frozen Desserts by Category: Value 2016-2021 Table 67 Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2016-2021 Table 68 Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2016-2021 Table 69 NBO Company Shares of Ice Cream and Frozen Desserts: % Value 2017-2021 Table 70 LBN Brand Shares of Ice Cream and Frozen Desserts: % Value 2018-2021 Table 71 NBO Company Shares of Ice Cream: % Value 2017-2021 Table 72 LBN Brand Shares of Ice Cream: % Value 2018-2021 Table 73 Distribution of Ice Cream and Frozen Desserts by Format: % Value 2016-2021 Table 74 Distribution of Ice Cream by Format: % Value 2016-2021 Table 75 Forecast Sales of Ice Cream and Frozen Desserts by Category: Volume 2021-2026 Table 76 Forecast Sales of Ice Cream and Frozen Desserts by Category: Value 2021-2026 Table 77 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2021-2026 Table 78 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2021-2026

Savoury Snacks in Kazakhstan

KEY DATA FINDINGS

2021 DEVELOPMENTS

Normalisation of landscape leads to small decline for popular potato chips
Other grocery retailers makes gains but retains lower share than pre-pandemic as consumers continue to shop at supermarkets
Health and wellness trend favours sales of vegetable, pulse and bread chips, but influence remains limited

PROSPECTS AND OPPORTUNITIES

Strong category prospects set to be driven by demand for potato chips and other savoury snacks
Players in savoury snacks will seek to attract younger consumers through product innovation and targeted marketing
Development of modern grocery retailing will benefit savoury snacks, especially private label, over the forecast period

CATEGORY DATA

Table 79 Sales of Savoury Snacks by Category: Volume 2016-2021 Table 80 Sales of Savoury Snacks by Category: Value 2016-2021 Table 81 Sales of Savoury Snacks by Category: % Volume Growth 2016-2021 Table 82 Sales of Savoury Snacks by Category: % Value Growth 2016-2021 Table 83 NBO Company Shares of Savoury Snacks: % Value 2017-2021 Table 84 LBN Brand Shares of Savoury Snacks: % Value 2018-2021 Table 85 Distribution of Savoury Snacks by Format: % Value 2016-2021 Table 86 Forecast Sales of Savoury Snacks by Category: Volume 2021-2026 Table 87 Forecast Sales of Savoury Snacks by Category: Value 2021-2026 Table 88 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2021-2026 Table 89 Forecast Sales of Savoury Snacks by Category: % Value Growth 2021-2026
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This report originates from Passport, our Snacks research and analysis database.

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