COVID-19 is expected to negatively impact soup, with a slight fall in retail volume. With stay-at home orders in place for much of 2020, people opted to make their own soup and this is reflected in the expected fall in volume sales.
Soup is a very small product area in Kazakhstan, with limited brands available and mainly only dehydrated soup and to a lesser extent, instant soup available. There are negligible sales of shelf stable, chilled or frozen soup.
Normally, soup in Kazakhstan is heavily advertised and supported by in-store promotions. This did not happen in 2020 as retailers freed up space on their premises to enable customers to shop with adequate social distancing.
COVID-19 is expected to negatively impact soup in 2020, with more people making home-made soup, as they’re forced to spend much of the time at home. Retail volume sales are expected to fall again in 2021, as COVID-19 is still expected to restrict people’s movements.
Soup in general has a bad image in Kazakhstan and is perceived as unhealthy, mainly due to the limited soups option available. At the same time, people are becoming more health conscious and this has been strengthened by health concerns due to COVID-19.
Modern grocery retailers support new product developments of soup in Kazakhstan. At traditional grocery stores, there is a limited range of brands and products presented, whereas modern grocery retailers have the space for a diverse range of products and offerings, and they also have a growth opportunity to develop private label offerings.
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Understand the latest market trends and future growth opportunities for the Soup industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Soup research and analysis database.
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