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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Kazakhstan

41 pages, Mar 2018

US$2,650

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Executive Summary

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Favourable economic conditions support positive performance of tissue and hygiene

Tissue and hygiene in Kazakhstan developed positively in volume and current value growth terms in 2017. A number of factors contributed to this performance, not least favourable economic conditions.

Consumers continue to prefer economy and mid-priced products

Despite the improvement in domestic economic conditions, in 2017 purchasing power among consumers in Kazakhstan remained relatively low, particularly in small towns and rural areas. As a result, price remained a key factor in tissue and hygiene purchasing decisions, with many consumers continuing to favour economy and mid-priced products.

Competition between international and domestic manufacturers remains intense

Competition between international and domestic manufacturers in tissue and hygiene in Kazakhstan is intense, with local and imported brands both enjoying wide distribution and high levels of recognition among consumers. The key difference between local and imported brands is in pricing, with the former typically being cheaper.

Modern channels gain ground at the expense of traditional grocery retailers

Independent small grocers and bazaars are the most important traditional grocery retailers channels in terms of tissue and hygiene distribution in Kazakhstan. This is partly due to traditional shopping habits, but also reflective of the fact that many people, particularly older consumers, believe that these retailers sell tissue and hygiene products at lower prices than supermarkets and hypermarkets, even though this is usually not the case.

Outlook for tissue and hygiene in Kazakhstan remains positive

Over the forecast period, it is expected that tissue and hygiene in Kazakhstan will continue to perform positively in terms of both volume growth and value growth at constant 2017 prices. The development of the entire market will be bolstered by further economic improvements, which will continue to strengthen consumer purchasing power.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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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.

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Tissue and Hygiene in Kazakhstan

EXECUTIVE SUMMARY

Favourable economic conditions support positive performance of tissue and hygiene

Consumers continue to prefer economy and mid-priced products

Competition between international and domestic manufacturers remains intense

Modern channels gain ground at the expense of traditional grocery retailers

Outlook for tissue and hygiene in Kazakhstan remains positive

MARKET INDICATORS

Table 1 Birth Rates 2012-2017
Table 2 Infant Population 2012-2017
Table 3 Female Population by Age 2012-2017
Table 4 Total Population by Age 2012-2017
Table 5 Households 2012-2017
Table 6 Forecast Infant Population 2017-2022
Table 7 Forecast Female Population by Age 2017-2022
Table 8 Forecast Total Population by Age 2017-2022
Table 9 Forecast Households 2017-2022

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Kazakhstan

HEADLINES

PROSPECTS

AFH categories benefit from growth in tourist numbers

Economic development drives demand for AFH products

Consumers less inclined to economise when using AFH products

COMPETITIVE LANDSCAPE

International players continue to dominate AFH tissue and hygiene

CATEGORY DATA

Table 18 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2012-2017
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 20 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2012-2017
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2017
Table 22 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022

Nappies/Diapers/Pants in Kazakhstan

HEADLINES

PROSPECTS

Nappies/diapers/pants still perceived as expensive products

Improvements in living standards bolster development of nappies/diapers/pants

Outlook remains positive despite unfavourable demographic trend

COMPETITIVE LANDSCAPE

International players remain dominant in 2017

Asian brands strengthen their presence in nappies/diapers/pants

Companies focus on improving designs and formulas of existing brands

CATEGORY DATA

Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

Retail Adult Incontinence in Kazakhstan

HEADLINES

PROSPECTS

Population ageing boosts the development of retail adult incontinence

Retail adult incontinence benefits from rising health awareness

High prices continue to restrict demand

COMPETITIVE LANDSCAPE

Distribution of retail adult incontinence products remains limited

Imported brands continue to dominate

Investment in innovation and advertising expected to increase

CATEGORY DATA

Table 30 Sales of Retail Adult Incontinence by Category: Value 2012-2017
Table 31 Sales of Retail Adult Incontinence by Category: % Value Growth 2012-2017
Table 32 NBO Company Shares of Retail Adult Incontinence: % Value 2013-2017
Table 33 LBN Brand Shares of Retail Adult Incontinence: % Value 2014-2017
Table 34 Forecast Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 35 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022

Retail Tissue in Kazakhstan

HEADLINES

PROSPECTS

Paper towels shows the fastest development

Population growth drives demand for retail tissue products

Expansion of modern grocery retailers channels benefits retail tissue

COMPETITIVE LANDSCAPE

Strong potential for development of private label retail tissue lines

Urban consumers most receptive to new product developments

Ipek Kagit aims to strengthen its position in retail tissue

CATEGORY DATA

Table 36 Retail Sales of Tissue by Category: Value 2012-2017
Table 37 Retail Sales of Tissue by Category: % Value Growth 2012-2017
Table 38 NBO Company Shares of Retail Tissue: % Value 2013-2017
Table 39 LBN Brand Shares of Retail Tissue: % Value 2014-2017
Table 40 Forecast Retail Sales of Tissue by Category: Value 2017-2022
Table 41 Forecast Retail Sales of Tissue by Category: % Value Growth 2017-2022

Rx/Reimbursement Adult Incontinence in Kazakhstan

HEADLINES

PROSPECTS

Rx/reimbursement adult incontinence remains underdeveloped

No change in number of units allocated per person in 2017

Bureaucratic barriers hamper category development

CATEGORY DATA

Table 42 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2012-2017
Table 43 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2012-2017
Table 44 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 45 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022

Sanitary Protection in Kazakhstan

HEADLINES

PROSPECTS

Rising living standards bolster the performance of sanitary protection

Demand for tampons remains weak

Trend towards smaller packaging formats gains momentum

COMPETITIVE LANDSCAPE

Companies focus on expanding established brand ranges

International brands continue to dominate

Price-based promotions remain a popular competitive tool

CATEGORY DATA

Table 46 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 47 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 48 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 49 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 50 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 51 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Wipes in Kazakhstan

HEADLINES

PROSPECTS

Demand for specialised wipes products increases

Products with a “natural” positioning gain popularity

Baby wipes benefits from rising health-consciousness among parents

COMPETITIVE LANDSCAPE

Dominance of imported brands discourages local wipes production

Economy and mid-priced brands set to remain the most popular

Lack of marketing activities hinders demand for wipes

CATEGORY DATA

Table 52 Retail Sales of Wipes by Category: Value 2012-2017
Table 53 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 54 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 55 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 56 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 57 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Tissue and Hygiene in Kazakhstan

New Report Guarantee

Executive Summary

New Report Guarantee

Favourable economic conditions support positive performance of tissue and hygiene

Consumers continue to prefer economy and mid-priced products

Competition between international and domestic manufacturers remains intense

Modern channels gain ground at the expense of traditional grocery retailers

Outlook for tissue and hygiene in Kazakhstan remains positive

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tissue and Hygiene in Kazakhstan

EXECUTIVE SUMMARY

Favourable economic conditions support positive performance of tissue and hygiene

Consumers continue to prefer economy and mid-priced products

Competition between international and domestic manufacturers remains intense

Modern channels gain ground at the expense of traditional grocery retailers

Outlook for tissue and hygiene in Kazakhstan remains positive

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Kazakhstan

HEADLINES

PROSPECTS

AFH categories benefit from growth in tourist numbers

Economic development drives demand for AFH products

Consumers less inclined to economise when using AFH products

COMPETITIVE LANDSCAPE

International players continue to dominate AFH tissue and hygiene

CATEGORY DATA

Nappies/Diapers/Pants in Kazakhstan

HEADLINES

PROSPECTS

Nappies/diapers/pants still perceived as expensive products

Improvements in living standards bolster development of nappies/diapers/pants

Outlook remains positive despite unfavourable demographic trend

COMPETITIVE LANDSCAPE

International players remain dominant in 2017

Asian brands strengthen their presence in nappies/diapers/pants

Companies focus on improving designs and formulas of existing brands

CATEGORY DATA

Retail Adult Incontinence in Kazakhstan

HEADLINES

PROSPECTS

Population ageing boosts the development of retail adult incontinence

Retail adult incontinence benefits from rising health awareness

High prices continue to restrict demand

COMPETITIVE LANDSCAPE

Distribution of retail adult incontinence products remains limited

Imported brands continue to dominate

Investment in innovation and advertising expected to increase

CATEGORY DATA

Retail Tissue in Kazakhstan

HEADLINES

PROSPECTS

Paper towels shows the fastest development

Population growth drives demand for retail tissue products

Expansion of modern grocery retailers channels benefits retail tissue

COMPETITIVE LANDSCAPE

Strong potential for development of private label retail tissue lines

Urban consumers most receptive to new product developments

Ipek Kagit aims to strengthen its position in retail tissue

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Kazakhstan

HEADLINES

PROSPECTS

Rx/reimbursement adult incontinence remains underdeveloped

No change in number of units allocated per person in 2017

Bureaucratic barriers hamper category development

CATEGORY DATA

Sanitary Protection in Kazakhstan

HEADLINES

PROSPECTS

Rising living standards bolster the performance of sanitary protection