Table of Content

Home Care in Kazakhstan
Euromonitor International
February 2023

List Of Contents And Tables

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 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