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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Kazakhstan

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Demand for retail tissue has been inflated by COVID-19 in Kazakhstan in 2020. These products, especially toilet paper, are generally regarded as basic, essential items, and with consumers spending more time at home consumption has increased.

COVID-19 country impact

As of 12 May 2020, Kazakhstan had seen 32 deaths due to COVID-19 and 5,417 cases. The president declared a state of emergency in mid-May.

Affordability and accessibility remain key criteria in 2019

Whilst the economy in Kazakhstan developed steadily in 2019, price sensitivity remained a major factor and consumers paid great attention to both the affordability and accessibility of tissue and hygiene. The availability of tissue and hygiene brands in the low-end and mid-range price segments was important to the majority of Kazakhstanis in 2019 as few citizens enjoy the high disposable incomes and strong purchasing power needed to buy premium brands, especially as these type of products are disposable and cannot be re-used.

Intense competition between companies

There was increasing competition between manufacturers in tissue and hygiene in 2019, with a growing range of brands and products available. This strong rivalry between companies is contributing to increasing product differentiation, whilst consumers are becoming more conscious of price, quality and product features.

Future growth with improved economic conditions and living standards

Tissue and hygiene is still in a stage of development in Kazakhstan with much growth potential over the forecast period. As the economic conditions of the country improve and the standard of living is enhanced, consumers will likely increasingly acknowledge the importance of hygiene, offering players an opportunity to launch added-value products which offer improved functionality and convenience, such as wipes, which are very much at a nascent stage with potential to expand.

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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

Affordability and accessibility remain key criteria in 2019

Intense competition between companies

Future growth with improved economic conditions and living standards

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Demographic trends and changing role of women support growth in 2019

Rising demand for convenient and comfortable products

Sanitary protection led by multinational brands in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 18 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 19 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 21 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 22 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 23 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Demographics restrict growth in 2019

Growing demand for natural and risk-free brands

Major global brands continue to lead in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Ageing population, improved living standards and education support sales in 2019

Retail adult incontinence sees wider availability in 2019

International players lead with their longstanding presence and high-quality brands

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 30 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 31 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 32 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 33 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 34 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 35 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Rx/Reimbursement Adult Incontinence in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Limited access to Rx/reimbursement adult incontinence in 2019

Competition from retail adult incontinence

Ageing population and developing health system to support future sales

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 36 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2014-2019
Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2014-2019
Table 38 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024

Wipes in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Sales supported by greater sanitary awareness and growth of modern retail

Modern lifestyles contribute to growing demand

Cotton Club and Biosphere Corp retain their leading positions in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 40 Retail Sales of Wipes by Category: Value 2014-2019
Table 41 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 42 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 43 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 44 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 45 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail tissue still a developing category in 2019

Further strong growth of paper towels due to rising hygiene standards

Competition between domestic and international players

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 46 Retail Sales of Tissue by Category: Value 2014-2019
Table 47 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 48 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 49 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 50 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 51 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Improving economy stimulates strong growth in 2019

Tourism an opportunity for growth in 2019

Intense competition between domestic and foreign players in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 52 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 56 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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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

Affordability and accessibility remain key criteria in 2019

Intense competition between companies

Future growth with improved economic conditions and living standards

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

Affordability and accessibility remain key criteria in 2019

Intense competition between companies

Future growth with improved economic conditions and living standards

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Demographic trends and changing role of women support growth in 2019

Rising demand for convenient and comfortable products

Sanitary protection led by multinational brands in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Demographics restrict growth in 2019

Growing demand for natural and risk-free brands

Major global brands continue to lead in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Ageing population, improved living standards and education support sales in 2019

Retail adult incontinence sees wider availability in 2019

International players lead with their longstanding presence and high-quality brands

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Limited access to Rx/reimbursement adult incontinence in 2019

Competition from retail adult incontinence

Ageing population and developing health system to support future sales

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Wipes in Kazakhstan

HEADLINES

PRE-COVID-19 PERFORMANCE

Sales supported by greater sanitary awareness and growth of modern retail

Modern lifestyles contribute to growing demand

Cotton Club and Biosphere Corp retain their leading positions in 2019

2020 AND BEYOND