Toilet Care in Kazakhstan

PROSPECTS

Convenience and simplicity in use are the most important criteria

In Kazakhstan, busy consumers, especially in the urban areas, search for quick, convenient and simple ways to conduct toilet cleaning. Hence, toilet liquids/foam and rim blocks generated the highest sales in 2018.

Urbanisation is the driver for toilet care use

In 2018, the number of urban households reportedly increased by 2%. With a higher number of consumers that live in towns, there are an increasing number of apartments and houses that include toilet rooms inside the home.

COMPETITIVE LANDSCAPE

New product developments in 2018

New product development is the important part of toilet care development that contributes to the growing consumer interest and increasing sales. In 2018 the leading Domestos, Tualetniy Utenok and Bref brands in Kazakhstan introduced improved formulas of toilet liquids/foam, rim blocks 3-in-1 and 4-in-1 that include new and effective microelements, have a longer usage period, are easy to use and have new fragrances.

Tualetniy Utenok and Bref brands are particularly active in 2018

Due to the strong competition, manufacturers of toiler care engaged in different promotions and advertising in 2018. Tualetniy Utenok and Bref brands were particularly active in terms of discounts and special offers.

Private label has an opportunity to develop over the forecast period

Private label in Kazakhstan is weakly developed, whilst consumers are demanding affordable alternatives to the popular foreign brands of toilet care. Kazakhstanis are not ready to spend much money on toilet care; therefore, the development of private label over the forecast period is a favourable option for consumers, as it is for manufacturers and for retailers.

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