Category sales in 2021 are expected to be much less vibrant than those seen in the previous year. In 2020 sweet biscuits, snack bars and fruit snacks were demanded by consumers seeking indulgence at home during the lockdowns.
In Kazakhstan, there is a continual shift from unpackaged sweet biscuits to packaged varieties. This migration is occurring because of growing hygiene standards among local consumers and the active promotion and advertising of packaged brands on TV, the internet, and billboards.
KDV Group will remain the leading player in sweet biscuits in Kazakhstan in 2021 strengthening its position with its Yashkino brand. This brand is affordably priced and has a well-established distribution chain across the country.
It is expected that by 2022 sweet biscuits, snack bars and fruit snacks will have largely normalised from the effects of the pandemic and sales within each category will have largely returned to normal levels of development. Positive results are expected year on year over the forecast period, with an improving situation boosting demand for higher quality products.
Over the forecast period, it is expected that there will be greater demand for healthier variants within the category. Whilst many consumers will retain a sweet tooth, some may continue to indulge themselves in a healthier fashion by switching to fruit and nut bars, which contain naturally sweet ingredients rather than artificial sugars.
As consumers in urban areas return to their pre-COVID-19 lifestyles, demand is set to rise for single-portion and on-the-go formats. In addition, single portion packs in plain biscuits, filled biscuits, and chocolate coated biscuits are gradually posing greater competition to chocolate countlines because of their lower unit price and an increasing number of brands.
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Understand the latest market trends and future growth opportunities for the Sweet Biscuits, Snack Bars and Fruit Snacks 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 Sweet Biscuits, Snack Bars and Fruit Snacks research and analysis database.
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