Weight Management and Wellbeing in Kazakhstan

2021 DEVELOPMENTS

Demand contracts as home seclusion makes consumers less figure-conscious

Weight management and wellbeing will see overall demand decline in 2021, with the three main product categories poised to register negative results in volume terms. Although many Kazakhstanis have gained weight since the beginning of the pandemic, most are less figure-conscious than they would usually be as they continue to spend most of their time at home due to social distancing, remote working and public health restrictions.

Slimming teas and weight loss supplements hardest hit by COVID-19 fallout

Slimming teas and weight loss supplements look set to post the steepest volume sales declines in 2021. These categories have been worst affected by the tendency of Kazakhstanis to be less concerned about weight gain while spending more time at home and socialising less frequently due to the pandemic.

Already dominant position of direct selling strengthened by pandemic downturn

Weight management and wellbeing distribution in Kazakhstan is dominated by direct selling. While the channel’s value share has been increasing for several years, this trend has accelerated during the pandemic, with another substantial gain expected in 2021.

PROSPECTS AND OPPORTUNITIES

Rising health- and image-consciousness expected to boost demand from 2022

Demand for weight management and wellbeing products is expected to rebound strongly in 2022. As further improvements in the epidemiological situation see more Kazakhstanis return to the office and start regularly socialising outside the home again, many are likely to turn to these products as a quick way to lose weight gained during the pandemic.

Slimming teas projected to be the fastest developing category

Slimming teas looks set to be the most dynamic performer in volume and current value growth terms over the forecast period. This is partly because sales are emerging from a relatively low base, though it will also benefit from increasing consumer appreciation for the convenience of this format.

Lower regulatory barriers will continue to encourage innovation

The level of new product development activity in weight management and wellbeing is traditionally quite high, and this is expected to remain the case over the forecast period. Aside from its broadly favourable prospects, the fact that regulatory barriers to innovation and distribution in this category are lower than in most areas of the consumer health market should continue to attract new entrants and encourage established players to regularly expand and update their portfolios.