Home care in 2024: The big picture
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 effectively.
2024 key trends
Local companies have become increasingly active in the hand dishwashing subcategory, resulting in a growing market share for domestic brands. This development is in line with consumers’ preference for more affordable options, with demand rising particularly for low-cost options.
Competitive landscape
The competitive landscape of Kazakhstan’s home care market in 2024 was marked by intense rivalry, with both international and local brands vying for consumer attention. Major global companies such as Henkel, Procter & Gamble, and Unilever maintain a strong presence, leveraging their well-established reputations, consistent product quality, and extensive product ranges.
Retailing developments
Kazakhstan’s retail landscape is evolving, with modern sales channels expanding rapidly. The number of supermarkets is on the rise - not only in major urban centres like the capital but also in regional areas.
What next for home care?
During the forecast period, both manufacturers and retailers are expected to continue expanding their online presence, with the digitalisation of commerce playing an increasingly influential role in the home care market. The rising popularity of e-commerce in Kazakhstan - particularly among younger demographics - is being facilitated by platforms such as Ozon and Wildberries.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care 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:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care 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 Home Care 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 Home Care in Kazakhstan?
- Which are the leading brands in Home Care in Kazakhstan?
- How are products distributed in Home Care in Kazakhstan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Kazakhstan
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Kazakhstan
KEY DATA FINDINGS
Air care category remains stagnant
Private label benefits from rising cost-consciousness
Movement towards environmentally friendly products.
Air care will recover to positive levels during forecast period
Increased interest in long-lasting fragrances though innovation faces challenges
Functional scents likely to attract attention
Bleach in Kazakhstan
KEY DATA FINDINGS
Stable growth seen for bleach in 2024, though innovation remains limited
Rising interest in private label products
Hypoallergenic and concentrated formulas attract greater consumer interest
Scented bleach variants set to see increased demand
Reduced chlorine content in product composition
Development of e-commerce will support demand for bleach during forecast period, while private label will rise further
Dishwashing in Kazakhstan
KEY DATA FINDINGS
Low-cost products gain greater ground in 2024
Local brands expand across hand dishwashing, while Fairy continues to lead
Automatic dishwashing enjoys active development
E-commerce expansion to drive further growth for dishwashing
Health and eco-friendly trends will gather pace during the forecast period, as consumers shift towards smaller formats in automatic dishwashing
Fairy will retain its leadership over hand dishwashing, with intensified competition anticipated for automatic dishwashing
Home Insecticides in Kazakhstan
KEY DATA FINDINGS
Hot weather supports demand for home insecticides
Dominance of international brands continues
Greater development of private label alternatives
Positive forecast period for home insecticides in Kazakhstan
Spray/aerosol insecticides to remain leading segment
Eco-friendly trend will become more influential
Laundry Care in Kazakhstan
KEY DATA FINDINGS
Moderate growth seen in laundry care in 2024
Persil brand increases its market share
Fabric softeners recovers from previous decline
Greater consumption of lower-cost brands expected in forecast period
E-commerce channel set to expand more rapidly, benefiting laundry care in particular
Share of private label products may increase
Polishes in Kazakhstan
KEY DATA FINDINGS
Polishes continues to fall in 2024
Rising demand for private label products, though international players continue to rule
Multifunctionality and ease of use prove key concerns for local consumers
Eco-friendly trend set to accelerate
Polishes with water-repellent properties in demand, and furniture fashion dictates demand
E-commerce expansion and innovative solutions for sports shoes offer growth potential
Surface Care in Kazakhstan
KEY DATA FINDINGS
Volume growth for surface care in 2024
Unilever maintains leadership as local dining habits support category sales
Spray formats attract consumers, while P&G focuses on pet owners
Development of e-commerce will contribute to greater growth for surface care while Russian brands gain ground
Cheaper products as firm favourites among local consumers, though international players will continue to lead
Rising environmental consciousness to inform innovation
Toilet Care in Kazakhstan
KEY DATA FINDINGS
Price rises slow down in 2024
Development of online retail as key growth driver
ITBs segment sees start to recovery
Toilet liquids/foam as the most popular segment
Safety and eco trends will shape category progress for forecast period
Comet brand likely to lose share
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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