Tissue and Hygiene in Kazakhstan

March 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

If you're in the Tissue and Hygiene industry in Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tissue and Hygiene in Kazakhstan report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Tissue and Hygiene in Kazakhstan?
  • Which are the leading brands in Tissue and Hygiene in Kazakhstan?
  • How are products distributed in Tissue and Hygiene in Kazakhstan?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

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

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