Home Care in Kazakhstan - Research and Markets

Home care in Kazakhstan is seeing stronger value than volume growth in 2022, due to geopolitical factors disrupting global supply chains to a country which is dependent on imports. Supply chains have been heavily impacted by the Russia-Ukraine war, as both countries were important production and transportation hubs for the Kazakhstan home care market. Therefore, many players suffered shortages of products.

The analyst's Home Care in Kazakhstan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

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

Why buy this report?

Get a detailed picture of the Home Care 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.

HOME CARE IN KAZAKHSTAN

EXECUTIVE SUMMARY

Home care in 2022: The big picture

2022 key trends

Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2017-2022

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Distribution of Home Care by Format: % Value 2017-2022
Table 7 Distribution of Home Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Home Care by Category: Value 2022-2027
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

LAUNDRY CARE IN KAZAKHSTAN

KEY DATA FINDINGS

2022 DEVELOPMENTS

Laundry care sees boosted sales due to temporary dynamics
Players reduce their offers to the best-selling and most profitable options in the face of economic instability
Local companies step up to fill in the gaps, but unit prices are affected overall

PROSPECTS AND OPPORTUNITIES

Powder detergents will remain popular, with stronger growth in liquid detergents driven by its higher prices
Fabric softeners driven by higher unit prices, with pending innovations seen
Opportunities for local players, such as seen with domestic Avrora’s foray into fabric softeners

CATEGORY INDICATORS

Table 10 Household Possession of Washing Machines 2017-2022

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2017-2022
Table 12 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 13 Sales of Laundry Aids by Category: Value 2017-2022
Table 14 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 15 Sales of Laundry Detergents by Category: Value 2017-2022
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 17 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 18 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 19 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 20 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 21 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 23 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

DISHWASHING IN KAZAKHSTAN

KEY DATA FINDINGS

2022 DEVELOPMENTS

Hand dishwashing shows best performance due to low consumer spending power and a return to normal habits
Fairy retains its sparkling lead, while local players gain from imported stock shortages
Automatic dishwashing loses appeal after its popularity

PROSPECTS AND OPPORTUNITIES

All is not lost for automatic dishwashing, with opportunities ahead
Local manufacturers set to seize opportunities are steal shares
Fairy set to maintain its overall and hand dishwashing leads, while expanding further into automatic dishwashing

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2017-2022

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2017-2022
Table 27 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 28 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 29 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 30 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

SURFACE CARE IN DISHWASHING IN KAZAKHSTAN

KEY DATA FINDINGS

2022 DEVELOPMENTS

Surface care maintains a positive performance
Multi-purpose cleaners continue to prove popular, as domestic brand Batyr becomes a stronger competitor to the top two
Avrora Holding expands its product range and strengthens its position

PROSPECTS AND OPPORTUNITIES

Sales patterns set to normalise, with ongoing demand and domestic players set to gain
The activities of international companies will gradually recover
Higher hygiene standards set to prevail

CATEGORY DATA

Table 32 Sales of Surface Care by Category: Value 2017-2022
Table 33 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 34 NBO Company Shares of Surface Care: % Value 2018-2022
Table 35 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 36 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 37 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

BLEACH IN KAZAKHSTAN

KEY DATA FINDINGS

2022 DEVELOPMENTS

Bleach benefits from reputation as an inexpensive and effective disinfectant
Global players switch away from bleach, leaving opportunities for domestic manufacturers
Multi-use qualities help bleach to remain in demand

PROSPECTS AND OPPORTUNITIES

Local players set to gain overall control of bleach due to declining global interest
Lower-income consumers in more rural areas will drive sales
Will Kazakhstan catch up with the global health trends?

CATEGORY DATA

Table 38 Sales of Bleach: Value 2017-2022
Table 39 Sales of Bleach: % Value Growth 2017-2022
Table 40 NBO Company Shares of Bleach: % Value 2018-2022
Table 41 LBN Brand Shares of Bleach: % Value 2019-2022
Table 42 Forecast Sales of Bleach: Value 2022-2027
Table 43 Forecast Sales of Bleach: % Value Growth 2022-2027

TOILET CARE IN KAZAKHSTAN

KEY DATA FINDINGS

2022 DEVELOPMENTS

Toilet care remains relatively stable, with room for growth remaining
Local production remains low with global players in charge
The poor quality of tap water in Kazakhstan contributes to sales in toilet care

PROSPECTS AND OPPORTUNITIES

The process of urbanisation is also driving growth in toilet care
Price is one of the decisive factors when choosing products in home care overall
Toilet care will remain a competitive category, due to number of options available and scope for growth

CATEGORY DATA

Table 44 Sales of Toilet Care by Category: Value 2017-2022
Table 45 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 46 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 47 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 48 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027

POLISHES IN KAZAKHSTAN

KEY DATA FINDINGS

2022 DEVELOPMENTS

Demand remains stable, despite stock shortages and general dynamics
SC Johnson & Son’s Salamander brand remains the most popular
Multi-purpose products compete with specialist polishes due to price and ease of use

PROSPECTS AND OPPORTUNITIES

The activities of international companies will gradually recover
Evolving fashions and sporty styles are driving developments in new shoe polish options
Other polishes will remain niche and face ongoing competition from multi-use products

CATEGORY DATA

Table 50 Sales of Polishes by Category: Value 2017-2022
Table 51 Sales of Polishes by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Polishes: % Value 2018-2022
Table 53 LBN Brand Shares of Polishes: % Value 2019-2022
Table 54 Forecast Sales of Polishes by Category: Value 2022-2027
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

AIR CARE IN KAZAKHSTAN

KEY DATA FINDINGS

2022 DEVELOPMENTS

Glade manages to maintain its top brand place despite stock supply issues
Ongoing urbanisation supports continued consumer interest in air care
Spray/aerosol air fresheners dominates in air care category in Kazakhstan

PROSPECTS AND OPPORTUNITIES

Global players will continue to lead air care, thanks to strength of their reputations
Spray/aerosol air fresheners will maintain its popularity thanks to lower prices and tradition
Private label products expected to appear, with good development prospects

CATEGORY DATA

Table 56 Sales of Air Care by Category: Value 2017-2022
Table 57 Sales of Air Care by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Air Care: % Value 2018-2022
Table 59 LBN Brand Shares of Air Care: % Value 2019-2022
Table 60 Forecast Sales of Air Care by Category: Value 2022-2027
Table 61 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

HOME INSECTICIDES IN KAZAKHSTAN

KEY DATA FINDINGS

2022 DEVELOPMENTS

Home insecticides sees stable volume as well as inflationary-driven value growth, with weather conditions favouring sales
SC Johnson retains lead in home insecticides, with limited other options available and consumers lacking confidence in cheap local brands
Spray/aerosol formats remain popular in home insecticides, but modern formats are on the rise

PROSPECTS AND OPPORTUNITIES

Ongoing sales supported by an increase in population and high average annual temperatures
Environmental and health and wellness trends may ultimately influence high-income urban consumers
Competition between brands may intensify due to increased presence of private label

CATEGORY DATA

Table 62 Sales of Home Insecticides by Category: Value 2017-2022
Table 63 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 64 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 65 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 66 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027