In 2018 domestic manufacturers of honey were trying to develop the category by increasing their production capacity. Large local companies that produce honey as Sun-Bee Altai, Pchela and Paseka have a goal to provide good-quality honey to improve the population’s health.
In Kazakhstan jams recorded the lowest sales growth in comparison to other categories of sweet spreads. A key reason is that in Kazakhstan home-made jams remain popular, especially in small towns and rural areas, where people have lower purchasing power and are more traditional when it comes to cooking.
In 2018 chocolate spreads was characterised by a growing number of new brands and improved accessibility of stores. If historically this category was represented by the Nutella brand only, in 2018 the range of brands was significantly wider.
In Kazakhstan Ferrero’s Nutella brand has very strong brand recognition and a good reputation amongst consumers. Nutella brand was the early mover in chocolate-based sweet spreads.
In 2018 the sweet spreads category did not see many new product developments. The best example in 2018 was the introduction of popular and well-known brands in chocolate confectionery, such as Twix, Bounty, Galaxy and Teasers, in chocolate spreads.
In 2018 a growing number of sweet spreads brands were offered in a reduced packaging size. Several companies adopted this strategy to create an opportunity for consumers to purchase a small pack size in order to try a new taste and new brand.
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This industry report originates from Passport, our Packaged Food market research database.