Both local and foreign players have been focusing on low- and mid-price ranges within sugar confectionery, as Kazakhstanis are often unwilling to spend as much money on these products as they are on chocolate confectionery. This will continue to be noticeable in 2021, as disposable incomes have plummeted because of the COVID-19 pandemic.
There remains considerable competition between local and international manufacturers in sugar confectionery in Kazakhstan. Nevertheless, Rakhat and Bayan Sulu will retain their first and second positions in 2021, thanks to their well-known portfolios, affordable prices, and strong distribution chains.
Sugar confectionery is characterised by highly impulsive consumption, and traditional grocery retailers, which are ubiquitous and often close to people’s homes, are expected to remain the most important distribution channel in Kazakhstan in 2021. Furthermore, with consumers able to spend more time outside their homes than in the previous year, there are more opportunities for spontaneous purchases.
Sugar confectionery is expected to see continued growth throughout the forecast period. Retail current value growth is set to be significantly higher than retail volume growth, indicating that players will benefit more from price inflation than actual increased demand.
Over the forecast period, sales of sugar confectionery in Kazakhstan will continue to be largely supported by a desire for indulgence and pleasure, with this being particularly relevant among children and teenagers. This will lead to particularly strong growth in lollipops as such items are popular amongst children, benefit from an array of different colours and flavouring, and widely available in stores throughout the country.
Manufacturers are expected to launch more new products over the forecast period, as consumers demand improvements in terms of taste and design. In addition, with the strengthening of modern grocery retailing and rising living standards in Kazakhstan, it is anticipated that retail shelves will start to include more imported brands offering new types of sugar confectionery, although this development may be negatively impacted by the long-term effects of the COVID-19 pandemic, which have generated significant economic uncertainty.
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Understand the latest market trends and future growth opportunities for the Sugar Confectionery 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 Sugar Confectionery research and analysis database.
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