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Tissue and Hygiene in Kazakhstan

Publisher Euromonitor International
Published Mar 25, 2025
Length 53 Pages
SKU # EP19892291

Description

After two consecutive years of double-digit growth, tissue and hygiene in Kazakhstan saw retail current value sales decline slightly in 2024. The contraction was primarily explained by increased price competition as the recent surge in inflation driven by the global recovery from the pandemic and Russia’s invasion of Ukraine gradually subsided. However, along with the easing of cost-of-living pressures, more widespread and aggressive discounting helped to ensure that most categories expanded in...

Euromonitor International's Tissue and Hygiene 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 2020-2024, 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, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

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

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene 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.

Table of Contents

53 Pages
Tissue and Hygiene in Kazakhstan
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN KAZAKHSTAN
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN KAZAKHSTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Current value growth dips as price competition intensifies amidst lower inflation
Procter & Gamble retains clear lead but loses ground
Supermarkets still the leading distribution channel in menstrual care
PROSPECTS AND OPPORTUNITIES
Favourable demographic and socioeconomic trends will continue to buoy demand
Health and environmental concerns expected to shape new product development
E-commerce likely to make further distribution gains
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 22 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 23 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 24 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN KAZAKHSTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Falling birth rates depress demand for nappies/diapers/pants
Kimberly-Clark maintains commanding lead despite increasing competition
Small local grocers remains the top distribution channel
PROSPECTS AND OPPORTUNITIES
Solid growth in current value sales projected despite poor outlook in volume terms
Increasing competition will fuel investment in added-value innovations
Popularity of online marketplaces will continue to boost sales via e-commerce
CATEGORY DATA
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN KAZAKHSTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Demand rises in tandem with population ageing
Hayat Holding continues to lead retail adult incontinence
Health and beauty specialists remains the most important distribution channel
PROSPECTS AND OPPORTUNITIES
Population ageing and reduction of social stigma will remain key demand drivers
Protection and comfort likely to be focal points for innovation
Sales via the e-commerce channel set to continue rising
CATEGORY DATA
Table 31 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN KAZAKHSTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Population ageing continues to lift demand
Rx/reimbursement category is mainly represented by moderate/heavy products
PROSPECTS AND OPPORTUNITIES
Cost pressures could result in adoption of stricter eligibility criteria
Erosion of taboo around incontinence will continue to support growth
CATEGORY DATA
Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN KAZAKHSTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Convenience factor continues to broaden appeal of wipes among Kazakhstanis
Leading brands lose ground to cheaper imports and private label lines
Supermarkets and health and beauty specialists still the top distribution channels
PROSPECTS AND OPPORTUNITIES
Overall demand for wipes expected to continue rising steadily
Sustainability credentials likely to become a more important point of competition
Interest in intimate wipes and facial cleansing wipes set to remain low
CATEGORY DATA
Table 41 Retail Sales of Wipes by Category: Value 2019-2024
Table 42 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 43 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 44 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 45 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN KAZAKHSTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Total current value sales contract as falling inflation stimulates discounting
Domestic producer Karina continues to strengthen its overall lead
Supermarkets remains the leading distribution channel by some distance
PROSPECTS AND OPPORTUNITIES
Steady demand for toilet paper will continue to drive overall expansion of retail tissue
Local manufacturers expected to make further gains
Environmental concerns likely to gain influence over competitive strategies
CATEGORY DATA
Table 47 Retail Sales of Tissue by Category: Value 2019-2024
Table 48 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 49 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 50 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 51 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN KAZAKHSTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Overall demand rises as inflationary pressures subside
AFH toilet paper current value sales decline due to increased price competition
New product development activity picks up in most categories
PROSPECTS AND OPPORTUNITIES
Socioeconomic and demographic trends will continue to drive growth
AFH toilet paper expected to see volume sales decline
Suppliers likely to increase investment in digitalisation
CATEGORY DATA
Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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