Weight Management and Wellbeing in Kazakhstan

PROSPECTS

The prevailing weight loss trends prove unfavourable for category sales

Weight management and wellbeing struggled to generate positive sales growth in 2019 as consumers increasingly turned to alternative ways to lose weight that form part of a healthy lifestyle. With the general trends increasingly favouring long-term weight loss and weight management strategies, many of the products categorised under weight management and wellbeing have become seen as somewhat unfashionable, with some products even now suffering from a decidedly dated image.

Weight management and wellbeing increasingly faces competition from sports nutrition

Another factor holding back sales growth in weight management and wellbeing in 2019 was the increasing competition that the category faces from sports nutrition. Specifically, weight loss supplements is facing competition from the increasingly wide range of sports-non protein products such as fat burners that can now be found on retail shelves throughout Kazakhstan.

Innovative weight management solutions present strong challenges to category players

Kazakhstan’s society is becoming increasingly modern and consumers are becoming more open to the emergence of fresh ideas to help them lose weight. Towards the end of the review period, one very notable trend was the emergence of personal meal kit delivery services in Astana and Nur-Sultan that offer consumers interested in healthy eating the ideal solution to the problems caused due to a lack of time to prepare healthy, nutritious meals from scratch at home.

COMPETITIVE LANDSCAPE

Evalar benefits from its wide product portfolio and strong consumer awareness

Evalar ZAO remained the leading player in weight management and wellbeing in 2019. The company’s leadership has been built on its many years of presence in the category, which ensures high levels of consumer awareness of its Turboslim brand.

Direct selling companies remain major players in weight management and wellbeing

Direct selling remains a major distribution channel for weight management and wellbeing and the channel gain further ground in 2019. Consumers tend to find direct selling a convenient and comfortable way to purchase weight management and wellbeing products and the channel offers numerous advantages to category players and consumers alike.

Advertising and marketing promotions likely to remain key to forecast period success

Advertising and marketing promotions are common in weight management and wellbeing and the category’s leading brands tend to be very active in terms of informing consumers about their products and the advantages of using them. Increasingly, online channels are being used to inform consumers about weight management and wellbeing.

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