Home Care in Kazakhstan

February 2024 | 56 pages | ID: HD274957FA8EN
Euromonitor International Ltd

Abstracts

The ongoing war between Russia and Ukraine continued to directly impact the Kazakhstan market and its development in 2023, with home care feeling the effects across all categories. International companies still suffered global shifts in supply chains as changes in the positioning of production facilities. As such, most leading players abandoned the production and supply of products from Russia and instead began to import their branded products of their brands from Europe, Turkey and elsewhere. T...

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 2028 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Contents

Home Care in Kazakhstan
Euromonitor International
February 2024

LIST OF CONTENTS AND TABLES

HOME CARE IN KAZAKHSTAN
EXECUTIVE SUMMARY
Home care in 2023: The big picture

2023 KEY TRENDS

Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Distribution of Home Care by Format: % Value 2018-2023
Table 7 Distribution of Home Care by Format and Category: % Value 2023
Table 8 Forecast Sales of Home Care by Category: Value 2023-2028
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

2023 SEES CONTINUED DECLINE FOR LAUNDRY CARE

Demand for liquid tablet detergents is falling sharply.
Fabric softeners suffers waning interest
PROSPECTS AND OPPORTUNITIES
Laundry aids to see recovery to positive volume sales
Carpet cleaners and fabric softeners to bounce back
Amway offers growth opportunity for liquid tablet detergents
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2018-2023
Table 12 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 13 Sales of Laundry Aids by Category: Value 2018-2023
Table 14 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 15 Sales of Laundry Detergents by Category: Value 2018-2023
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 17 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 18 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 19 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 23 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Dishwashing sees steady growth in volume and value terms
Local brands expand
Fairy leads dishwashing, stealing share from Somat
PROSPECTS AND OPPORTUNITIES
Innovation likely to be stymied by Russia/Ukraine war impact
Competition will remain intense within automatic dishwashing, with eco-trends rising
Rising demand for lighter and compact products in automatic dishwashing
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2018-2023
Table 27 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 28 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 29 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 30 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Surface care sees progress in 2023
Procter & Gamble targets pet owners
Sprays see popularity rise as Unilever remains ahead.
PROSPECTS AND OPPORTUNITIES
Problems with parallel market to persist
International players will continue to dominate
Russian brands to gain ground thanks for cost reasons
CATEGORY DATA
Table 32 Sales of Surface Care by Category: Value 2018-2023
Table 33 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 34 NBO Company Shares of Surface Care: % Value 2019-2023
Table 35 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 36 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 37 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Bleach records moderate growth in 2023
Local brands in demand
Innovation in bleach is limited
PROSPECTS AND OPPORTUNITIES
Bleach to enjoy continued demand
Private label will see expansion
Demand higher in rural areas
CATEGORY DATA
Table 38 Sales of Bleach: Value 2018-2023
Table 39 Sales of Bleach: % Value Growth 2018-2023
Table 40 NBO Company Shares of Bleach: % Value 2019-2023
Table 41 LBN Brand Shares of Bleach: % Value 2020-2023
Table 42 Forecast Sales of Bleach: Value 2023-2028
Table 43 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Toilet liquids/foam most popular products within toilet care
Domestos remains leader overall
ITBs continues dramatic decline in 2023
PROSPECTS AND OPPORTUNITIES
Toilet care will see continued demand and solid growth
Competition between players set to intensify
ITBs holds the potential for recovery
CATEGORY DATA
Table 44 Sales of Toilet Care by Category: Value 2018-2023
Table 45 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 46 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 47 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 48 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Polishes sees persistent decline
International brands rule competitive landscape
Shoe polish sales stagnate
PROSPECTS AND OPPORTUNITIES
Furniture fashion dictates demand for polishes
Growth potential in innovative care products for sports shoes
Parallel imports to remain problematic
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2018-2023
Table 51 Sales of Polishes by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Polishes: % Value 2019-2023
Table 53 LBN Brand Shares of Polishes: % Value 2020-2023
Table 54 Forecast Sales of Polishes by Category: Value 2023-2028
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

A bad year for air care
Private label products make an entrance
Glade loses market share
PROSPECTS AND OPPORTUNITIES
Volume sales growth to rebound
International brands will retain leadership
Innovation set to remain problematic
CATEGORY DATA
Table 56 Sales of Air Care by Category: Value 2018-2023
Table 57 Sales of Air Care by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Air Care: % Value 2019-2023
Table 59 LBN Brand Shares of Air Care: % Value 2020-2023
Table 60 Forecast Sales of Air Care by Category: Value 2023-2028
Table 61 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN KAZAKHSTAN
KEY DATA FINDINGS

2023 DEVELOPMENTS

Volume sales continue to rise in 2023
Raid brand sees supply difficulties.
Spray/aerosol insecticides remains most popular segment
PROSPECTS AND OPPORTUNITIES
Home insecticides to see further growth
Private label to expand within the category
Environmental trends to influence purchasing decisions
CATEGORY DATA
Table 62 Sales of Home Insecticides by Category: Value 2018-2023
Table 63 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 64 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 65 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 66 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028