Executive Summary

Mar 2019
Economic factors support growth

A number of economic factors in Kazakhstan contributed to continued retail volume and value growth of tissue and hygiene in 2018, including population growth and ongoing urbanisation, while the country registered strong real GDP growth. All these factors led to a growing standard of living for consumers, and consequently an increase in hygiene standards.

Affordability and accessibility are two of the main criteria for Kazakhstani consumers

Kazakhstani consumers paid great attention to the affordability and accessibility of tissue and hygiene in 2018. The availability of tissue and hygiene brands in the low-end and mid-range price segments was important to the majority of Kazakhstanis in 2018, as few citizens enjoy the high disposable incomes and strong purchasing power needed to buy premium brands of tissue and hygiene products, especially as these type of products are disposable and cannot be re-used.

Intense competition between companies

There is increasing competition between manufacturers within tissue and hygiene with a growing range of brands and products available. This strong rivalry between companies is contributing to increasing product differentiation, while consumers are becoming more conscious of price, quality and product features.

Modern grocery retailers support the development of tissue and hygiene

Even though traditional grocery retailers continue to hold a significant share of tissue and hygiene sales in Kazakhstan, modern grocery retailers are supporting development of the market. These channels offer consumers the opportunity to purchase new products and brands and a wider portfolio than traditional grocery outlets due to their greater shelf space.

Innovations in materials and technology to drive sales

New product developments in terms of materials and production technologies are expected to have a positive impact on tissue and hygiene in Kazakhstan over the forecast period. As the standard of living improves, consumers will likely increasingly acknowledge the importance of hygiene, offering players an opportunity to launch added-value products which offer improved functionality and packaging designs.

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Tissue and Hygiene in Kazakhstan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene 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 Tissue and Hygiene industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Kazakhstan for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

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 Tissue and Hygiene market research database.

Tissue and Hygiene in Kazakhstan

EXECUTIVE SUMMARY

Economic factors support growth
Affordability and accessibility are two of the main criteria for Kazakhstani consumers
Intense competition between companies
Modern grocery retailers support the development of tissue and hygiene
Innovations in materials and technology to drive sales

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Kazakhstan

HEADLINES

PROSPECTS

Growth is stimulated by the improving economic situation in Kazakhstan
Tourism an opportunity for growth
Population growth and higher incomes to support sales

COMPETITIVE LANDSCAPE

Intense competition between domestic and foreign players in 2018
The eco trend to influence manufacturers offering premium brands

CATEGORY DATA

Table 18 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 20 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 22 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Kazakhstan

HEADLINES

PROSPECTS

Demographic patterns restrict retail volume growth
Improving economic conditions support further growth of nappies/diapers/pants
Growing demand for natural and risk-free brands

COMPETITIVE LANDSCAPE

Advertising remains an important tool
The emergence and development of new brands
Opportunity for private label development over the forecast period

CATEGORY DATA

Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Kazakhstan

HEADLINES

PROSPECTS

Growth driven by increasing consumer awareness
Ageing population is the main factor supporting sales
Greater accessibility to retail adult incontinence

COMPETITIVE LANDSCAPE

Unsaturated category with a limited range of brands
Multinational companies continue to dominate retail adult incontinence
Opportunity for private label

CATEGORY DATA

Table 30 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 31 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 34 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 35 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Kazakhstan

HEADLINES

PROSPECTS

The necessity of retail tissue products in daily life supports sales
Strong growth of paper towels
Price remains the main consumer decision factor

COMPETITIVE LANDSCAPE

Opportunity to develop private label
Manufacturers focus on the premium segment in 2018
Ongoing competition between domestic and international players

CATEGORY DATA

Table 36 Retail Sales of Tissue by Category: Value 2013-2018
Table 37 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 40 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 41 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Kazakhstan

HEADLINES

PROSPECTS

Many consumers have limited access to Rx/reimbursement adult incontinence
Ageing population is expected to grow, leading to rising demand for Rx/reimbursement adult incontinence
Rx/reimbursement faces competition from retail adult incontinence

CATEGORY DATA

Table 42 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 43 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 44 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 45 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in Kazakhstan

HEADLINES

PROSPECTS

Changing demographic trends set to support retail volume growth
Changing role of women in society and work
Growing demand for convenience and comfort

COMPETITIVE LANDSCAPE

Sanitary protection led by multinational brands
Ongoing product launches
Manufacturers could face competition from innovations in medicine

CATEGORY DATA

Table 46 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 47 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 48 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 49 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 50 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 51 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Kazakhstan

HEADLINES

PROSPECTS

Greater sanitary awareness has a positive impact on wipes
Hectic modern lifestyles contribute to growing demand
Increasing consumer focus on natural and chlorine-free wipes

COMPETITIVE LANDSCAPE

Modern grocery retailers support the development of wipes in 2018
Ongoing product improvements and innovations in 2018
Cotton Club and Biosphere Corp retain their leading positions

CATEGORY DATA

Table 52 Retail Sales of Wipes by Category: Value 2013-2018
Table 53 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 54 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 55 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 56 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 57 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023