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Consumer health in 2025: The big picture
The consumer health market in Kazakhstan is expected to register robust growth in current value terms in 2025. This is largely due to the persistently high rate of inflation, as rising costs for goods, services, and imported inputs continue to drive up retail prices. However, consumers continue to prioritise health spending, playing closer attention to the composition, effectiveness, and potential side effects of the products they choose.
Key trends in 2025
Kazakhstan continues to move forward with the implementation of pharmaceutical serialisation, a system that assigns a unique code to every medicine and tracks its journey from production to the end consumer. This initiative significantly reduces the risk of counterfeit or illegally distributed drugs entering the market, while also improving supply chain transparency and accountability. Greater confidence in product authenticity is expected to foster greater trust among consumers and healthcare professionals, paving the way for future sales growth.
Competitive landscape
Amway Kazakhstan TOO remains the leading company in the consumer health market, having consistently increased its market share over the review period. Established in Kazakhstan in 2013, the company has leveraged its direct-selling model and extensive network of Amway Business Owners (ABOs) to distribute a wide portfolio of health and wellness products, particularly under the Nutrilite brand.
Channel developments
Health and beauty specialists is set to remain the leading distribution channel for consumer health products in Kazakhstan in 2025. Consumers continue to prefer pharmacies and specialised stores for health-related purchases, benefitting from the expertise of pharmacists and the assurance of product quality. These outlets offer a wide range of medicines, vitamins, and paediatric health products, including imported and premium brands, attracting a broad consumer base.
What next for consumer health?
The consumer health market in Kazakhstan is expected to grow in retail value terms (at constant 2025 prices) over the forecast period. Products featuring new formulas, improved compositions, convenient formats, and specialised solutions are attracting more consumers who are anticipated to be increasingly willingness to pay more for improved quality. The growing population of adults aged 65 and over is also expected to be a key growth driver, as older consumers are more likely to face multiple health issues.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Kazakhstan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Kazakhstan?
- Which are the leading brands in Consumer Health in Kazakhstan?
- How are products distributed in Consumer Health in Kazakhstan?
- How has the regulatory and operating environment for Consumer Health changed in Kazakhstan?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Kazakhstan
Consumer health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Summary 1 Research Sources
Analgesics in Kazakhstan
KEY DATA FINDINGS
Strong growth in analgesics, with topical preparations leading the way
Santo leads sales with Ibufen
Pharmacies dominate analgesics distribution, while e-commerce is on the rise
Positive outlook for analgesics, as players invest in new formulations
Greater regulatory control will raise industry standards
Players to drive growth through digital strategies
Table 12 Sales of Analgesics by Category: Value 2020-2025
Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
Cough, Cold and Allergy (Hay Fever) Remedies in Kazakhstan
KEY DATA FINDINGS
Medicated confectionery drives growth amid mild seasonal illness trends
Tylol Hot wins over consumers with promise of convenient symptom relief
Pharmacies dominate while e-commerce shows dynamic growth
Steady growth expected, as consumers show greater health awareness
Innovation and digitalisation will drive expansion
Mandatory serialisation will enhance transparency
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
Dermatologicals in Kazakhstan
KEY DATA FINDINGS
Rising skin health concerns drive growth
Bayer leads, while Infamed emerges as fastest-growing player
Pharmacies remains dominant sales channel
Steady growth expected
Players to drive growth through new delivery methods and formulations
Consumers to increasingly focus on skin health and prevention
Table 24 Sales of Dermatologicals by Category: Value 2020-2025
Table 25 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 27 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 28 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
Digestive Remedies in Kazakhstan
KEY DATA FINDINGS
Strong growth in 2025, driven by seasonal illnesses and rising health awareness
Solvay Pharma leads sales
Pharmacy channel leads while e-commerce makes gains
Digestive remedies poised for further growth
Innovation will shape future of digestive remedies
Digital integration to support preventive digestive health
Table 30 Sales of Digestive Remedies by Category: Value 2020-2025
Table 31 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 33 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 34 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 35 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
Wound Care in Kazakhstan
KEY DATA FINDINGS
Wound care sales continue to rise
Veropharm leads while Johnson & Johnson emerges as most dynamic player
E-commerce continues to gain traction
Steady growth expected
Innovation will enhance sales
Regulatory changes to shape the market
Table 36 Sales of Wound Care by Category: Value 2020-2025
Table 37 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 38 NBO Company Shares of Wound Care: % Value 2021-2025
Table 39 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 40 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
Sports Nutrition in Kazakhstan
KEY DATA FINDINGS
Sports nutrition sales rise amid growing fitness culture
Bio-Engineered Supplements & Nutrition Inc leads sports nutrition
Health and personal care stores remains cornerstone of sports nutrition distribution
Sales to grow as fitness culture continues to expand
Personalisation will shape future of sports nutrition
Health and wellness trend will broaden appeal of sports nutrition
Table 42 Sales of Sports Nutrition by Category: Value 2020-2025
Table 43 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 44 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 45 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 46 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 47 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
Dietary Supplements in Kazakhstan
KEY DATA FINDINGS
Rising interest in preventive health fuels demand
Amway leads sales, thanks to popularity of direct selling model
Health and beauty specialists and direct sellers lead sales
Retail sales of dietary supplements set to grow, alongside intensified consumer focus on health and wellness
E-commerce to drive future of distribution
New labelling project will boost transparency
Table 48 Sales of Dietary Supplements by Category: Value 2020-2025
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 50 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 51 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
Vitamins in Kazakhstan
KEY DATA FINDINGS
Continued growth, driven by targeted single-vitamin solutions
Amway leads while Lannacher Heilmittel shows strong momentum
Pharmacies lose share to direct sellers
Vitamin sales will continue to rise
Digital health tools and innovative products to drive demand
Kazakhstan to pilot labelling project for vitamins and dietary supplements
Table 55 Sales of Vitamins by Category: Value 2020-2025
Table 56 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 57 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 58 NBO Company Shares of Vitamins: % Value 2021-2025
Table 59 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 60 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 61 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
Weight Management and Wellbeing in Kazakhstan
KEY DATA FINDINGS
Sales rise amid growing obesity concerns
Herbalife leads sales while Evalar gains ground
Direct selling leads sales
Rising health awareness will fuel growth
Players will seek to differentiate themselves through Innovation and digital integration
Growing focus on holistic wellness will boost demand for safe and functional products
Table 62 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 63 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 64 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 65 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 66 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 67 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
Herbal/Traditional Products in Kazakhstan
KEY DATA FINDINGS
Herbal/traditional cough cold, and allergy remedies continue as key growth driver
Bionorica’s Sinupret leads sales as consumers seek natural solutions for cold symptoms
Pharmacy channel leads distribution
Health and wellness trends will fuel growth
Players will invest in innovation to drive consumer interest
Regulatory measures will enhance product quality
Table 68 Sales of Herbal/Traditional Products: Value 2020-2025
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2020-2025
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2025-2030
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2025-2030
Paediatric Consumer Health in Kazakhstan
KEY DATA FINDINGS
Buoyant growth despite falling birth rate
Competitive landscape remains highly fragmented
Pharmacies remains most important sales channel
Continued growth, despite decline in birth rate
Innovation will drive future growth
Kazakhstan advances digital labelling and safety standards
Table 74 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
See all of our definitions
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This report originates from Passport, our Consumer Health research and analysis database.
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