Yoghurt and Sour Milk Products in Kazakhstan

PROSPECTS

Health-beneficial claims proliferate as more consumers scrutinise ingredients

Both yoghurt and sour milk products benefit significantly from the health and wellness trend in Kazakhstan. Health attributes have become a key factor in the purchasing decisions of consumers.

Yoghurt and sour milk products increasingly seen as snacks for anywhere and anytime

Consumers have started to give preference to brands of yoghurt and sour milk products that offer convenience in terms of consumption at home and on the go. Thus, convenient and portable packaging has become a key criterion.

Varieties now offer mental and emotional health benefits

Manufacturers of yoghurt started to focus consumers’ attention on mental health in 2018. The health and wellness trend contributes to the growing number of fortified yoghurt and sour milk products offering benefits for physical health, with variants with energising and protein-rich content such as chia seeds and pumpkin seeds becoming available.

COMPETITIVE LANDSCAPE

Home-made production on the rise, while innovation is abundant for packaged variants

Dairy manufacturers face competition from companies that offer specialised ingredients for making yoghurt and sour milk products at home. The emergence of new dairy products is the result of consumers’ demand for natural, home-made food; this, however, has a negative impact on ready-to-eat/ready-to-drink yoghurt and sour milk product categories.

Above- and below-the-line advertising are used frequently by the big players

In 2018, Danone Berkut promoted Rastishka in collaboration with the Shazam entertainment application. Using the app, children were encouraged to take photos featuring the packaging and create “selfies”.

Transparent production can earn consumers’ respect and interest

Manufacturers of yoghurt and sour milk products communicate well with consumers in Kazakhstan. In 2018, companies concentrated on transparency of production.

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