Kazakhstan Household Products

Wipes in Kazakhstan performed strongly in 2024, with growth in total current value sales picking up from 2023 and most categories expanding in volume terms. Because these items are less likely to be considered household essentials, this area of the local tissue and hygiene market was among the chief ...

The bleach category in Kazakhstan recorded stable, moderate growth in volume sales terms in 2024, influenced by ongoing economic uncertainty in the country, which was largely driven by geopolitical shifts on the global stage. In such conditions, consumers are drawn to bleach as an inexpensive and re ...

Kazakhstan’s home care market was impacted by economic instability in 2024, prompting local consumers to adjust their spending habits. Many are prioritising products that offer the best balance between price and quality, while others are opting for cheaper brands to manage household budgets more eff ...

The surface care category saw growth in volume terms in 2024, driven largely by the ongoing development of retail trade in Kazakhstan. The expansion of supermarkets is not limited to the country’s capital but is also evident across regional centres, creating more points of sale and increasing access ...

In 2024, the toilet care category in Kazakhstan witnessed moderate growth in volume terms, largely driven by sustained consumer attention to disinfection and hygiene habits that became more prominent after the pandemic. While price growth in this category was more pronounced in 2023, it has now dece ...

In 2024, Kazakhstan’s laundry care category recorded growth in both value and volume terms, reflecting a steady demand across the market. However, this overall expansion masked contrasting trends within specific product segments. While sales volumes of powder detergents declined, the consumption of ...

Within Kazakhstan’s dishwashing category, the hand dishwashing segment saw moderate growth in terms of both value and volume sales in 2024. Hand dishwashing continued to account for a greater proportion of sales, with the penetration of dishwashers remaining quite low in the country. Growth within h ...

In 2024, the air care category in Kazakhstan continued to face stagnation, with no signs of full recovery. Such lack of growth is primarily due to ongoing product supply disruptions, which have affected the availability of products across the market. Additionally, consumer demand remains subdued as ...

Polishes in Kazakhstan continued its decline in volume terms in 2024, reflecting a trend influenced by several key factors. The category remains relatively expensive for many consumers, and as several polish products are not considered essential household items, demand has weakened. This non-essenti ...