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Consumer Health in Kazakhstan

  • ID: 2537924
  • Report
  • November 2020
  • Region: Kazakhstan
  • 96 pages
  • Euromonitor International
COVID-19 is expected to have a varied effect on the different categories of consumer health in 2020. Categories such as analgesics, cough, cold and allergy (hay fever) remedies, vitamins and dietary supplements are expected to perform well in 2020 as the products in these categories are popular remedies for the main symptoms of COVID-19 or are positioned as preventative products that aim to strengthen users’ immune systems.

The Consumer Health in Kazakhstan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2015-2019, allowing you to identify the sectors driving growth. Forecasts to 2024 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Consumer Health market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Note: Product cover images may vary from those shown
EXECUTIVE SUMMARY
  • COVID-19 impact on consumer health
  • COVID-19 country impact
  • Company response
  • Retailing shift
  • What next for consumer health?
MARKET INDICATORS
  • Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
  • Table 2 Life Expectancy at Birth 2015-2020
MARKET DATA
  • Table 3 Sales of Consumer Health by Category: Value 2015-2020
  • Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
  • Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
  • Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
  • Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
  • Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
  • Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
  • Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025
APPENDIX
  • OTC registration and classification
  • Vitamins and dietary supplements registration and classification
  • Self-medication/self-care and preventive medicine
  • Switches
GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES
  • Summary 1 Research Sources
KEY DATA FINDINGS

2020 IMPACT
  • Category will exhibit strong growth thanks to COVID-19 pandemic as e-commerce sales are boosted by social distancing
  • Active advertising from Dolgit puts increasing pressure on brand leader Ibufen
  • Competitive landscape to remain unchanged due to ingrained consumer buying habits
RECOVERY AND OPPORTUNITIES
  • Aging population is good news for analgesics as joint pain drives growth in the category
  • Younger consumers also contribute to growth due to increasingly active lifestyles
  • Paediatric ibuprofen’s success will be tied to demographics and economic situation in Kazakhstan
CATEGORY DATA
  • Table 11 Sales of Analgesics by Category: Value 2015-2020
  • Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020
  • Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
  • Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
  • Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
  • Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Cough, cold and allergy (hay fever) remedies looks promising as sales are boosted by COVID-19 pandemic
  • Brand awareness behind success of Theraflu and Antigrippin as Tailoflen sees a spike in growth
  • Munatoril and Gedelix benefit from promotional presence in e-commerce and store-based retailing as consumers increasingly turn to online sales
RECOVERY AND OPPORTUNITIES
  • Trend for self-medication to boost the category as seasonal colds remain common in Kazakhstan
  • The likelihood of Rx to OTC switches raises the prospect of strong forecast period growth
  • Category will remain under pressure from preventative medicines
CATEGORY DATA
  • Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
  • Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
  • Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
  • Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
  • Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
  • Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Weakened immune systems following COVID-19 pandemic to have a positive impact on digestive remedies
  • Supply problems signal trouble for Aktivirovanniy Ugol as local players grasp the opportunity to stand up to dominance of international brands
  • Smecta and Enterozhermina set to benefit from growing trend for convenience in Kazakhstan
RECOVERY AND OPPORTUNITIES
  • Traditional cuisine and increasingly hectic lifestyles drive volume sales in digestive remedies.
  • Trend for self-medication and growing product awareness drives growth in digestive remedies
  • Price will be a key factor due to economic instability after COVID-19
CATEGORY DATA
  • Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
  • Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
  • Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
  • Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
  • Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
  • Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Foreign companies continue to lead dermatologicals, but financial uncertainty could drive loyal customers to cheaper products
  • Bepanthen booms thanks to marketing campaign as customers remain loyal
  • Despite growing availability, private label remains underdeveloped as innovation is still key to success in competitive category
RECOVERY AND OPPORTUNITIES
  • Health concerns and awareness to drive development of dermatologicals in coming years
  • Western dermatologicals continue to lead the category with innovation driving growth in the category
  • Currency devaluation and economic uncertainty will drive shift towards economy brands
CATEGORY DATA
  • Table 29 Sales of Dermatologicals by Category: Value 2015-2020
  • Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
  • Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
  • Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
  • Table 33 Forecast Sales of Dermatologicals by Category: Value 2020-2025
  • Table 34 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Limited movement during lockdown results in dip in demand for products in wound care
  • Landscape to remain fragmented in wound care as small players proliferate
  • Unexpected surge in wound care comes from face self-massage and gymnastic trends
RECOVERY AND OPPORTUNITIES
  • Limited innovation expected in the coming years as wound care reaches plateau due to slowing birth rate
  • Price to become key factor in category’s success as consumers face financial difficulties
  • The increasingly active lifestyles of younger consumers spur growth
CATEGORY DATA
  • Table 35 Sales of Wound Care by Category: Value 2015-2020
  • Table 36 Sales of Wound Care by Category: % Value Growth 2015-2020
  • Table 37 NBO Company Shares of Wound Care: % Value 2016-2020
  • Table 38 LBN Brand Shares of Wound Care: % Value 2017-2020
  • Table 39 Forecast Sales of Wound Care by Category: Value 2020-2025
  • Table 40 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • COVID-19 to spur growth in category due to immunity-boosting properties
  • Growing awareness of preventative medicine and increased promotional activity to drive success in the category
  • Limited new development expected in this category
RECOVERY AND OPPORTUNITIES
  • Price to become key factor following uncertainty of COVID-19 pandemic
  • Raising awareness drives growth in category as health and wellness trends take root in Kazakhstan
  • Women and the elderly will continue to be target audience in vitamins
CATEGORY DATA
  • Table 41 Sales of Vitamins by Category: Value 2015-2020
  • Table 42 Sales of Vitamins by Category: % Value Growth 2015-2020
  • Table 43 Sales of Multivitamins by Positioning: % Value 2015-2020
  • Table 44 NBO Company Shares of Vitamins: % Value 2016-2020
  • Table 45 LBN Brand Shares of Vitamins: % Value 2017-2020
  • Table 46 Forecast Sales of Vitamins by Category: Value 2020-2025
  • Table 47 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Health and wellness trends boosted by COVID-19 health concerns
  • Advertising campaigns boost Bak-Set Forte and Normobakt-L as probiotics see surge in popularity
  • E-commerce and advertising to drive growth in dietary supplements in 2020
RECOVERY AND OPPORTUNITIES
  • Aging population spells good news for dietary supplements
  • Category will continue to benefit from less strict regulation
  • Increasingly hectic lifestyles set to remain positive for sales of dietary supplements
CATEGORY DATA
  • Table 48 Sales of Dietary Supplements by Category: Value 2015-2020
  • Table 49 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
  • Table 50 Sales of Dietary Supplements by Positioning: % Value 2015-2020
  • Table 51 NBO Company Shares of Dietary Supplements: % Value 2016-2020
  • Table 52 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
  • Table 53 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
  • Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Lockdown weight gain to support 2020 sales in weight management and wellbeing
  • Direct selling continues to perform well in weight management and wellbeing as they continue to expand their product ranges
  • Strong player Evalar maintains presence in category
RECOVERY AND OPPORTUNITIES
  • Health and wellness trends and pressure from social networks will continue to support development of category
  • Category continues to compete with sports nutrition but will benefit from lower prices as consumers face financial instability
  • Innovation to drive the category in the coming years as category faces pressure from alternative weight loss solutions
CATEGORY DATA
  • Table 55 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
  • Table 56 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
  • Table 57 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
  • Table 58 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
  • Table 59 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
  • Table 60 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Lockdown constrains growth as consumers are unable to practice their favourite sports
  • Expensive brands under pressure as consumers face financial uncertainty
  • Availability and advertising key to VpLab’s success
RECOVERY AND OPPORTUNITIES
  • Economic difficulties pose challenge for usually expensive products in emerging category
  • Social network and public events to drive growth in forecast period
  • Rising consumer awareness results in a wider range of products becoming available
CATEGORY DATA
  • Table 61 Sales of Sports Nutrition by Category: Value 2015-2020
  • Table 62 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
  • Table 63 NBO Company Shares of Sports Nutrition: % Value 2016-2020
  • Table 64 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
  • Table 65 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
  • Table 66 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Category benefits from safety concerns regarding pharmaceutical products as product development drives growth
  • Fragmented category contains a large number of small companies
  • Dietary supplements to lead category as consumers become more aware of nutritional needs
RECOVERY AND OPPORTUNITIES
  • Herbal/traditional paediatric dietary supplements will lead growth in the coming years
  • Cheaper products will perform well in coming years due to pressure from economic uncertainty
  • Aging population is good news as category favoured by older consumers
CATEGORY DATA
  • Table 67 Sales of Herbal/Traditional Products: Value 2015-2020
  • Table 68 Sales of Herbal/Traditional Products: % Value Growth 2015-2020
  • Table 69 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
  • Table 70 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
  • Table 71 Forecast Sales of Herbal/Traditional Products: Value 2020-2025
  • Table 72 Forecast Sales of Herbal/Traditional Products: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • COVID-19 fuels parents’ health concerns as parents continue to invest in their children’s health
  • Chemists/pharmacies continue to dominate category as e-commerce benefits from social distancing measures
  • Brand loyalty continues to drive success as category faces pressure from declining birth rate
RECOVERY AND OPPORTUNITIES
  • Declining birth rate spells bad news for paediatric consumer health
  • Price will be a less important factor than trust and quality as parents continue to spend big on child health
  • Enhanced concern over children’s health supports growth in paediatric consumer health
CATEGORY DATA
  • Table 73 Sales of Paediatric Consumer Health by Category: Value 2015-2020
  • Table 74 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
  • Table 75 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
  • Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
  • Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Note: Product cover images may vary from those shown
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