Toilet Care in Kazakhstan

PROSPECTS

Urbanisation and modern home designs boost popularity of specialist toilet care products

Urbanisation in Kazakhstan continues, with improved standards of living related to the sustainable economic development of the country. The increasing number of urban dwelling consumers, who typically live in modern and spacious homes, are keen to seek home care products which adhere to their high standards of hygiene, along with offering convenience in daily usage.

Toilet liquids/foam proves biggest seller, thanks to ease-of-use and affordability

Toilet liquids/foam continues to show the strongest growth in toilet care in 2019, along with making up the largest value share in the category. Toilet liquids/foam has been gradually taking over from the alternative products available for this use, including bleach.

Rim blocks and ITBs also perform well, with good scope for innovation as premium products

Rim blocks also show growth in 2019, with smaller growth seen in ITBs, and negligible growth seen in rim liquids. Rim blocks and ITBs also offer great convenience with their automatic usage design, although such products typically come with a higher unit price than toilet liquids/foam.

COMPETITIVE LANDSCAPE

Global players maintain lead places, thanks to international reputation of top brands

Unilever Group leads in company terms in 2019, thanks to the popularity of leading brand Domestos, which has long-standing, global recognition as a high-quality toilet care product. However, the player is closely followed by SC Johnson & Son Inc, with the Utenok brand (known as Duck globally).

Domestic players struggle to gain impact, but state support may increase local innovation

As has been seen within other categories, local manufacturers have seen little exposure in toilet care thus far. This is due to the strength of the global players in the category.

Growth of modern retail channels tipped to support private label entries

Grocery retailers provide the largest channel share for toilet care products in Kazakhstan, with traditional grocery retailers more popular than modern grocery retailers. However, with developments in modern retail channels being seen in Kazakhstan, this also gives private label brands the opportunity to develop in this segment – particularly with local production being strengthened.

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