HOME CARE IN KAZAKHSTAN

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Several Factors Contribute To Rising Demand for Home Care Products in 2018

Growing Demand for Brands With Natural and Eco Product Positioning in 2018

Fierce Competition Amongst Manufacturers in 2018

Development of Modern Grocery Retailers Supports Development of Home Care

Strengthened Marketing Campaign Will Stimulate Growth of Home Care

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Distribution of Home Care by Format: % Value 2013-2018

Table 7 Distribution of Home Care by Format and Category: % Value 2018

Table 8 Forecast Sales of Home Care by Category: Value 2018-2023

Table 9 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Improved Economy Has Positive Impact on Air Care Sales in 2018

Spray/aerosol Air Fresheners Strongly Demanded in 2018

Air Care Is Gradually Becoming Associated With the Lifestyle

Competitive Landscape

Promotions and Special Offers at Stores Are Common in 2018

New Product Developments in 2018

Servarius Strengthens Its Position

Category Data

Table 10 Sales of Air Care by Category: Value 2013-2018

Table 11 Sales of Air Care by Category: % Value Growth 2013-2018

Table 12 NBO Company Shares of Air Care: % Value 2014-2018

Table 13 LBN Brand Shares of Air Care: % Value 2015-2018

Table 14 Forecast Sales of Air Care by Category: Value 2018-2023

Table 15 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Multifunctionality and Low Cost of Bleach Are Its Advantage

Health and Wellness Trend Has Negative Influence on Bleach in 2018

Competitive Landscape

New Product Developments in 2018

Weak Marketing Campaigns Seen in 2018

Category Data

Table 16 Sales of Bleach: Value 2013-2018

Table 17 Sales of Bleach: % Value Growth 2013-2018

Table 18 NBO Company Shares of Bleach: % Value 2014-2018

Table 19 LBN Brand Shares of Bleach: % Value 2015-2018

Table 20 Forecast Sales of Bleach: Value 2018-2023

Table 21 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Growing Time Deficit Created by Women Joining the Workforce

the Primary Position of Hand Dishwashing in Kazakhstan

Green and Eco Trend Will Advance Dishwashing in Kazakhstan

Competitive Landscape

International Companies Continue To Dominate

Manufacturers Need To Work on Added-value Benefits in Order To Maintain Consumer Demand

Manufacturers Compete by Offering Price-beneficial Pack Sizes, Active Promotions and Discounts

Category Indicators

Table 22 Household Possession of Dishwashers 2013-2018

Category Data

Table 23 Sales of Dishwashing by Category: Value 2013-2018

Table 24 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 25 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 26 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 27 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Convenience and Effectiveness Are the Important Criteria

Health Considerations Drive Sales of Home Insecticides in 2018

Rising Living Standards Support Home Insecticides Development

Competitive Landscape

Few New Product Developments, Advertising Or Promotional Activities Seen in 2018

Multinationals Dominate Home Insecticides

Development of Modern Grocery Retailers Will Positively Influence Category

Category Data

Table 29 Sales of Home Insecticides by Category: Value 2013-2018

Table 30 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 31 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 32 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 33 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Standard Powder Detergents Remains the Leading Category in 2018

Consumer Awareness Likely To Boost Brands With Eco-product Positioning

Fast Fashion Contributes To the Growing Need in Laundry Care

Competitive Landscape

Economic Improvement Provides Opportunity for Companies To Push Sales of Laundry Aids, Spot and Stain Removers, Fabric Softeners

Strong Competition Results in More Active Promotions, Special Offers and Advertising of Laundry Care

Laundry Care Companies Have Opportunities To Charge High-end Prices

Category Indicators

Table 35 Household Possession of Washing Machines 2013-2018

Category Data

Table 36 Sales of Laundry Care by Category: Value 2013-2018

Table 37 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 38 Sales of Laundry Aids by Category: Value 2013-2018

Table 39 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 40 Sales of Laundry Detergents by Category: Value 2013-2018

Table 41 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 42 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 43 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 44 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 45 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 46 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 47 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 48 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Rising Disposable Income Drives Growth of Polishes

the Periodical Nature of Polishes Consumption Limits the Category's Growth

Weather Conditions Support Sales of Shoe Polish in Kazakhstan

Competitive Landscape

Modern Retailers Are the Source of New Product Developments and Broader Range of Brands

Opportunity for Private Label Development Over the Forecast Period

Frequent Discounts and Special Offers Abound in 2018

Category Data

Table 50 Sales of Polishes by Category: Value 2013-2018

Table 51 Sales of Polishes by Category: % Value Growth 2013-2018

Table 52 NBO Company Shares of Polishes: % Value 2014-2018

Table 53 LBN Brand Shares of Polishes: % Value 2015-2018

Table 54 Forecast Sales of Polishes by Category: Value 2018-2023

Table 55 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Growing Hygiene Standards Contribute To Demand for Surface Care With Antibacterial and Disinfectant Properties

Urban Homes Are Relatively Spacious, Creating Favourable Conditions for Surface Care

Consumers Demand Time-saving Cleaning Solutions

Competitive Landscape

Private Label Development Set To Continue

Manufacturers Focus on Eco-friendly and Natural Products in 2018

New Product Developments in 2018

Category Data

Table 56 Sales of Surface Care by Category: Value 2013-2018

Table 57 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 58 NBO Company Shares of Surface Care: % Value 2014-2018

Table 59 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 60 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 61 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Convenience and Simplicity in Use Are the Most Important Criteria

Urbanisation Is the Driver for Toilet Care Use

Competitive Landscape

New Product Developments in 2018

Tualetniy Utenok and Bref Brands Are Particularly Active in 2018

Private Label Has An Opportunity To Develop Over the Forecast Period

Category Data

Table 62 Sales of Toilet Care by Category: Value 2013-2018

Table 63 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 64 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 65 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 66 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 67 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

Gradual development in Kazakhstan’s overall economic conditions, including real GDP growth of almost 4%, increased disposable income and a rising standard of living amongst the population had a positive effect on home care sales in 2018. Within current stability in the country in terms of politics, economics, infrastructure and tourism, consumers feel more confident in spending money to improve the cleanliness and appearance of their homes.

Euromonitor International'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 2023 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.

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