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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Kazakhstan

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

The emergence of Coronavirus (COVID-19) and subsequent lockdowns impacted tissue and hygiene sales in Kazakhstan, although the pandemic shifted demand in different ways in 2020. For example, must have categories, such as nappies/diapers/pants and sanitary protection continued to perform at a very good pace, experiencing shifts inside the subcategories.

COVID-19 country impact

The president declared a state of emergency in Kazakhstan from 16 March to 11 May. All retailing outlets, including open markets and city malls, with sales area greater than 2,000 sq.

Company response

There was increasing competition between manufacturers in tissue and hygiene in 2020. However, companies had to be very careful in regard to pricing and new product development in 2020, as average unit prices demonstrated a significant upward trend due to the depreciation of the local currency.

Retailing shift

In 2020, e-commerce grew significantly following the global trends in retail during the pandemic. However, due to long local distances and incomplete penetration of internet in Kazakhstan especially, online sales still hold plenty potential for further development.

What next for tissue and hygiene?

A full recovery is not set to begin in 2021, as the country will still be on shaky grounds due to the ongoing pandemic and resulting changes in consumer behaviour. The final solution of pandemic regarding vaccination still does not have a clear time set, so the country will step into 2021 with some of the same challenges experienced in 2020.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 did not have a significant effect on sanitary protection

Home seclusion may have slightly slowed down sales

Shifting preferences for convenient at home products

RECOVERY AND OPPORTUNITIES

Slight slowdown expected in 2021

No changes expected in consumer base thus keeping demand stable

Demand will grow for more convenient and comfortable products

CATEGORY DATA

Table 18 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 19 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 21 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 22 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 23 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Minimal impact felt from COVID-19

Disposable pants experience strong sales

Retail volume growth remained stagnant

RECOVERY AND OPPORTUNITIES

Loosening restrictions will support growth in 2021

Stable birth rates will provide a secure consumer group in the forecast period

Disposable pants hold strong potential for growth

CATEGORY DATA

Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Demand remained stable amid the pandemic in 2020

Depreciation of local currency resulted in rising unit prices

Wider channel availability benefits sales

RECOVERY AND OPPORTUNITIES

Much room for growth in the forecast period

Moderate/heavy incontinence products will remain preferred

International players will continue driving sales

CATEGORY DATA

Table 30 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 31 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 33 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 34 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 35 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Rx/Reimbursement Adult Incontinence in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Minimal impact seen from COVID-19 in 2020

Consumers remained wary of light options

RECOVERY AND OPPORTUNITIES

No long-term impact expected from COVID-19 in the forecast period

Ageing population will support future growth

CATEGORY DATA

Table 36 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020
Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020
Table 38 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025

Wipes in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Greater sanity awareness due to COVID-19 supports sales in 2020

Baby wipes continue to dominate sales

Some personal wipes suffer from lower demand amid movement restrictions

RECOVERY AND OPPORTUNITIES

Recovery expected to be shaky in 2021

Return to stronger growth dependent on eradication of home seclusion

General purpose wipes may benefit from a long-term impact from the pandemic

CATEGORY DATA

Table 40 Retail Sales of Wipes by Category: Value 2015-2020
Table 41 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 42 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 43 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 44 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 45 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Some initial stockpiling seen in 2020

Home seclusion slightly increased demand

Paper tableware struggles with loss of social gatherings

RECOVERY AND OPPORTUNITIES

Normalisation set to begin in 2021

Toilet paper and boxed facial tissues positioned well for growth in the forecast period

Slow recovery for paper tableware

CATEGORY DATA

Table 46 Retail Sales of Tissue by Category: Value 2015-2020
Table 47 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 48 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 49 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 50 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 51 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Lockdown and closure of public spaces restricts performance in 2020

AFH adult incontinence performs well amid the pandemic

Office products struggled in 2020

RECOVERY AND OPPORTUNITIES

2021 set to be a slow year

Stronger growth expected later in the forecast period

Growing demand for AFH adult incontinence expected

CATEGORY DATA

Table 52 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2020
Table 56 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Kazakhstan

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Kazakhstan

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 did not have a significant effect on sanitary protection

Home seclusion may have slightly slowed down sales

Shifting preferences for convenient at home products

RECOVERY AND OPPORTUNITIES

Slight slowdown expected in 2021

No changes expected in consumer base thus keeping demand stable

Demand will grow for more convenient and comfortable products

CATEGORY DATA

Nappies/Diapers/Pants in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Minimal impact felt from COVID-19

Disposable pants experience strong sales

Retail volume growth remained stagnant

RECOVERY AND OPPORTUNITIES

Loosening restrictions will support growth in 2021

Stable birth rates will provide a secure consumer group in the forecast period

Disposable pants hold strong potential for growth

CATEGORY DATA

Retail Adult Incontinence in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Demand remained stable amid the pandemic in 2020

Depreciation of local currency resulted in rising unit prices

Wider channel availability benefits sales

RECOVERY AND OPPORTUNITIES

Much room for growth in the forecast period

Moderate/heavy incontinence products will remain preferred

International players will continue driving sales

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Minimal impact seen from COVID-19 in 2020

Consumers remained wary of light options

RECOVERY AND OPPORTUNITIES

No long-term impact expected from COVID-19 in the forecast period

Ageing population will support future growth

CATEGORY DATA

Wipes in Kazakhstan

KEY DATA FINDINGS

2020 IMPACT

Greater sanity awareness due to COVID-19 supports sales in 2020

Baby wipes continue to dominate sales

Some personal wipes suffer from lower demand amid movement restrictions

RECOVERY AND OPPORTUNITIES

Recovery expected to be shaky in 2021