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.
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.
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.
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.
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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This industry report originates from Passport, our Tissue and Hygiene market research database.