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.
Kazakhstan is a big country with a large territory for living. Newly built houses in urban areas are especially spacious.
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.
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.
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.
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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This industry report originates from Passport, our Home Care market research database.