Sweet Biscuits, Snack Bars and Fruit Snacks in Kazakhstan

PROSPECTS

Growing demand for single-portion and on-the-go pack formats

2018 witnessed the ongoing development of single-portion and on-the-go packaging formats for sweet biscuits, with these having emerged in 2017 and proving popular among consumers. Due to the busy lifestyles of consumers in urban areas, demand is rising for sweet biscuits which can be eaten on the go.

Snack bars the fastest growing category

In 2018, snack bars was the best performing category in both current value and volume terms thanks to a growing snacking culture in Kazakhstan. Significant growth can be attributed to three main factors.

Health and wellness trend continues to grow

In Kazakhstan, rising standards of living have led to consumers becoming more health-conscious, with this boosting demand for products which not only taste good but also offer health benefits. The claims and certifications carried on packaging have become more important for many consumers.

COMPETITIVE LANDSCAPE

Pladis looking to strengthen its position over the forecast period

Pladis ranked second in sweet biscuits in 2017 thanks to offering a wide range of products and brands in different price segments. In addition, the company benefits from a strong distribution network in both urban and rural areas.

Russian brands remain strong in sweet biscuits

Russian brands command a significant share of sweet biscuit sales in Kazakhstan. The popularity of Russian brands can be attributed to their perceived good quality, wide range of products in the economy and mid-priced segments, strong presence in stores, aggressive marketing campaigns and the fact that consumers generally view them as domestic products.

The leading domestic manufacturers perform well over 2017/2018

Over 2016-2018, well-known domestic manufacturers such as Rakhat and Bayan Sulu invested in the modernisation and expansion of their production lines. For example, Rakhat has a new production line for wafers and biscuits, while Bayan Sulu has opened a new biscuit factory.

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