Kazakhstan

Wine in Kazakhstan registered very healthy volume growth in 2023, as the wine culture continued to develop, with consumers becoming more discerning. There was also a wide of range of quality, competitively priced wines available, such as from Georgia…

Spirits in Kazakhstan registered a fall in volume sales in 2023. Vodka continued to dominate spirits, accounting for nearly 80% of total volume, thus shaping the overall trends in spirits. Despite vodka's traditional significance in Kazakh culture,…

Volume sales continued to be low for RTDs in 2023, and registered only minimal volume growth. Younger adult consumers of legal drinking age are the target audience, and these younger consumers are now more looking for alcoholic drink as an…

Cider registered very healthy volume growth in in Kazakhstan 2023, as it pays off for local players that recently launched offerings. Up to now, cider has had a small foothold, with varying imported brands from various countries such as Russia,…

Beer in Kazakhstan registered a significant fall in volume sales in 2023, as steep price rises dampened demand. Kazakhstan has strong trade links with Russia and its war in Ukraine is negatively impacting the economy and leading to high inflation.…

Overall, it was a negative picture for alcohol in Kazakhstan in 2023, with volume sales falling. Kazakhstan has strong trade links with Russia and its war in Ukraine is negatively impacting the local economy and leading to high inflation. Inflation…

Within tobacco in Kazakhstan, retail volume sales of cigarettes continued to decline in 2023. The performance of cigarettes in the market was affected by the switch to alternatives like smoking tobacco, closed system single use (closed vaping…

Smokeless tobacco, e-vapour products and heated tobacco in Kazakhstan faced significant challenges at the end of the review period. Heated tobacco products, by far the biggest category in terms of retail value sales, posted declines in retail volume…

Overall, cigars, cigarillos and smoking tobacco in Kazakhstan registered a stronger decline in retail volume sales in 2023, compared to 2022. However, this was due to the weak performances of cigars and cigarillos, while pipe tobacco and fine cut…

In 2023, cigarettes in Kazakhstan continued to experience negative trends, leading to the ongoing decline in retail volume sales. This was informed by the ongoing gradual decrease in the number of smokers and reduced smoking prevalence, as well as a…

In 2023, sun care recorded another year of solid growth in volume and current value terms. Baby and child-specific sun care was a key area of growth reflecting the positive birth rates in 2020 and parent’s increasing attention to the quality of sun…

While skin care in Kazakhstan saw moderate sales volume growth in 2023, its full potential was hampered by supply chain disruptions and raw material shortages. These challenges forced some consumers to switch from premium to more affordable brands,…

Premium beauty and personal care market in Kazakhstan experienced a significant resurgence in 2023, fuelled by a confluence of economic and consumer behaviour trends. Geopolitical shifts on the world stage have resulted in an influx of investments…

Oral care in Kazakhstan in 2023 presented a mixed picture, marked by supply chain disruptions and a growing consumer shift towards premium products. Despite experiencing overall value growth in 2023, oral care faced challenges due to interruptions in…

Following the slump caused by pandemic restrictions, men's grooming in Kazakhstan has witnessed a strong comeback in 2023. The return to social and professional life has fuelled a renewed interest in personal appearance. Men are increasingly…

Mass beauty and personal care in Kazakhstan underwent a transformation in 2023, driven by evolving consumer preferences and a dynamic market landscape. While established international players like L'Oréal, Beiersdorf, and Mary Kay retain significant…

2023 saw a significant rise in hair care product prices in Kazakhstan due to increased raw material and logistics costs. Interestingly, this has not significantly impacted consumer demand. With the lifting of COVID restrictions, personal appearance…

Fragrances in Kazakhstan witnessed a shift towards premium fragrances in 2023. This product area experienced the fastest growth in both volume and value terms during the year. This trend can be attributed to several factors, including a younger,…

While depilatories in Kazakhstan continued to show value growth in 2023, it was at a more moderate pace compared to 2022, when significant price increases due to supply chain disruptions were observed. This stabilisation reflects a recalibration of…

Deodorants in Kazakhstan witnessed steady growth in volume terms in 2023. This can be attributed to active promotion by manufacturers and an expanding consumer base. The influx of immigrants into the country has contributed to this rise. Despite…