Executive Summary

Feb 2019
PROSPECTS
Growing hygiene standards contribute to demand for surface care with antibacterial and disinfectant properties

In 2018, consumer demand for surface care brands with antibacterial and disinfectant properties continued to increase. Kazakhstani consumers are increasingly concerned about safety, hygiene and health in all aspects of life and this shapes their demand and expectations for surface care as well.

Urban homes are relatively spacious, creating favourable conditions for surface care

Kazakhstan is a big country with a large territory for living. Newly built houses in urban areas are especially spacious.

Consumers demand time-saving cleaning solutions

With Kazakhstanis leading increasingly hectic and busy lives, especially in urban areas, consumers are looking for surface care products that can help them spend less time on the cleaning process. Multipurpose cleaners enable consumers to spend less time and money choosing from amongst different surface care solutions whilst enjoying the convenience of using one product that is effective on many surfaces.

COMPETITIVE LANDSCAPE
Private label development set to continue

In general, private label in Kazakhstan is only in the development stage; there is a large room for growth in terms of volume production, sales, promotion and quality. However, surface care has an opportunity to record faster development with the help of private label elaboration.

Manufacturers focus on eco-friendly and natural products in 2018

Surface care in Kazakhstan has generated an ongoing trend, in which Kazakhstani consumers search for surface care products that are eco-friendly and have natural product positioning. The reason is that Kazakhstani consumers have gradually become health concerned, hence pay stronger attention towards the ingredients.

New product developments in 2018

In Kazakhstan, surface care is a highly saturated category with a wide range of brands and products. Hence, in order to increase consumer traffic, surface care manufacturers provided several new product developments in 2018.

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Surface Care in Kazakhstan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Kazakhstan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Kazakhstan market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Surface Care in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Surface Care in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Growing hygiene standards contribute to demand for surface care with antibacterial and disinfectant properties
Urban homes are relatively spacious, creating favourable conditions for surface care
Consumers demand time-saving cleaning solutions

COMPETITIVE LANDSCAPE

Private label development set to continue
Manufacturers focus on eco-friendly and natural products in 2018
New product developments in 2018

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Surface Care: % Value 2014-2018
Table 4 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 5 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 6 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Several factors contribute to rising demand for home care products in 2018
Growing demand for brands with natural and eco product positioning in 2018
Fierce competition amongst manufacturers in 2018
Development of modern grocery retailers supports development of home care
Strengthened marketing campaign will stimulate growth of home care

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Distribution of Home Care by Format: % Value 2013-2018
Table 13 Distribution of Home Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Home Care by Category: Value 2018-2023
Table 15 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources