Weight Management and Wellbeing in Kazakhstan

PROSPECTS

Women take proactive care of their bodies

In Kazakhstan, sales of weight management are strongly supported by women striving to have a perfect and fit body. Demand for weight management is noticeably influenced by social networks and magazines reflecting the mindset of the majority of women in the country.

Meal replacement sees the fastest growth in 2018

Meal replacement generated the highest value growth in 2018. One of the key reasons is that due to the growing health and wellness trend, consumers not only want to consume those products that come in a pill format, such as those found over the counter, but also weight management and wellbeing products they associate with healthy, low-calorie and highly nutritious products.

Competition comes from sports nutrition

In 2018, there was noticeably strong development of sports nutrition in Kazakhstan, which has products that are designed for burning fat. Sports nutrition brands have fat-burning products for men and for women.

COMPETITIVE LANDSCAPE

Marketing campaigns are mainly run through internet forums and social networks

In Kazakhstan, manufacturers of weight management and wellbeing usually conduct advertising and promotions through internet forums and social networks, which attract a high number of online female consumers. Companies strike agreements with popular celebrities and video bloggers, who agree to become brand spokespersons; they actively promote sales by telling the audience how the particular product helped them to lose weight.

Domestic manufacturers record a weak performance

In 2018 international companies still dominated the weight management and wellbeing category in Kazakhstan. The leading manufacturers were Evalar with the TurboSlim, Garciniya Forte and Khitozan brands, Herbalife Kazakhstan with Herbalife, Oriflame Kazakhstan with Wellness Oriflame and Leovit Nutrio with Khudeyem Za Nedelyu.

Favourable regulations create an opportunity for the number of players to grow

The number of manufacturers offering weight management and wellbeing products in Kazakhstan is likely to grow, because legislation in Kazakhstan requires less documentation and evidence to prove a product’s effectiveness. This is because weight management and wellbeing products do not fall under OTC and Rx categories.

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