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Laundry Care Drives Home Care Sales with Multifunctionality
The home care market in Kazakhstan demonstrated resilience and growth in 2025, with a retail value of KZT408.1 billion, representing 12% growth. Laundry care remains the dominant category, driven by consumer preference for multifunctional products. The market is expected to continue growing at a CAGR of 9% to KZT626 billion by 2030. The attractiveness of this market lies in its steady growth, driven by increasing consumer spending power and a rising urban population. To succeed, brands should focus on innovation, sustainability and e-commerce expansion.
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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
Laundry Care Drives Home Care Sales with Multifunctionality
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Laundry Care Drives Home Care Sales with Multifunctionality
Chart 2 Fairy Platinum Launches All-In-One Dishwasher Capsules
Health and Wellness Trend Reshapes Product Development
Sustainability Becomes Core to Home Care Innovation
Chart 3 Mr. Proper Launches Eco-Friendly, Pet-Safe Floor Cleaner
Chart 4 Value Sales of Home Care 2020-2030
Chart 5 Volume Sales of Home Care 2020-2030
Chart 6 Value Sales of Home Care by Category 2025
Laundry Care to Remain Dominant with Multifunctional Offerings
Sustainability and Wellness Trends to Shape Product Development
E-Commerce Expansion to Facilitate Market Growth and Competition
Chart 7 Forecast Value Sales of Home Care 2020-2030
Chart 8 Forecast Value Sales of Home Care by Category 2025-2030
Procter & Gamble Maintains Lead Amid Intense Competition
Chart 9 Analyst Insight for Home Care
Chart 10 Ariel’s Hypoallergenic Powder Reflects Global Wellness In Home Care
Emerging Players and Mergers Reshape Market Dynamics
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Small Local Grocers Lead Home Care Sales
E-Commerce Gains Traction with Competitive Prices
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Kazakhstan
Key Data Insights
Local Solutions Drive Growth with Wellness-Focused Innovations
Chart 21 Key Industry Trends for Air Care
Local Solutions Drive Growth with Wellness-Focused Innovations
Chart 22 Avrora Joins Air Care Trend with Reed Diffusers Designed for Emotional Comfort
Spray/Aerosol Air Fresheners Dominate, Liquid Air Fresheners Surge
Health and Wellness Trend Drives Innovation
Chart 23 Glade Embraces Wellness with Safe and Passive Air Care Format
Chart 24 Value Sales of Air Care 2020-2030
Chart 25 Volume Sales of Air Care 2020-2030
Chart 26 Value Sales of Air Care by Category 2025
Growing Demand for Sustainable and Wellness-Focused Products
Chart 27 Analyst Insight for Air Care
Spray/Aerosol Air Fresheners to Remain Dominant
Innovation Driven by Sustainability
Chart 28 Air Wick Promotes Sustainability with a New Automatic Diffuser Using Essential Oils
Chart 29 Forecast Value Sales of Air Care 2020-2030
Chart 30 Forecast Value Sales of Air Care by Category 2025-2030
Sc Johnson & Son Maintains Lead through Diverse Offerings
Reckitt Benckiser's Strategic Divestment Reshapes Market Dynamics
Chart 31 Company Shares of Air Care 2025
Chart 32 Brand Shares of Air Care 2025
Non-Grocery Retailers Lead Air Care Sales through Diverse Outlets
Retail E-Commerce Gains Traction among Younger Urban Consumers
Chart 33 Retail Channels for Air Care 2020-2025
Chart 34 Economic Context for Air Care
Chart 35 Real GDP Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context for Air Care
Chart 38 Population 2020-2030
Chart 39 Consumer Expenditure 2020-2030
Chart 40 Population by Generation 2025
Bleach in Kazakhstan
Key Data Insights
Multifunctionality Drives Growth in Affordable Cleaning Solutions
Chart 41 Key Industry Trends for Bleach
Multifunctionality Drives Growth in Affordable Cleaning Solutions
All-In-One Formats Accelerate Category Development
Chart 42 All-In-One Bleach Formats Drives Kazakhstan’S Home Care Landscape
Chart 43 Value Sales of Bleach 2020-2030
Chart 44 Volume Sales of Bleach 2020-2030
Consumers Set to Drive Set to Drivedemand for Affordable and Versatile Bleach
Sustainability and Safety Set to Safety Set Toshape Future Trends
Chart 45 Forecast Value Sales of Bleach 2020-2030
Kazbytkhim Too Retains Lead with Stable Demand in Budget Segment
Chart 46 Company Shares of Bleach 2025
Chart 47 Brand Shares of Bleach 2025
Small Local Grocers Drive Bleach Sales through Traditional Channels
Retail E-Commerce Grows as Alternative Channel for Bleach
Chart 48 Retail Channels for Bleach 2020-2025
Chart 49 Economic Context for Bleach
Chart 50 Real GDP Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Bleach
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Dishwashing in Kazakhstan
Key Data Insights
Consumers Prioritise Health and Cost-Effectiveness in Cleaning Products
Chart 56 Key Industry Trends for Dishwashing
Consumers Prioritise Health and Cost-Effectiveness in Cleaning Products
Chart 57 Analyst Insight for Dishwashing
Chart 58 Fairy Launches Mild Gel to Meet Demand for Safe Dishwashing
Hand Dishwashing Maintains Largest Share Despite Automatic Dishwashing Growth
Fairy and Frosch Lead Innovation in Eco-Friendly and Multifunctional Products
Chart 59 Frosch Expands Eco Dishwashing Tabs Range in Kazakhstan
Chart 60 Value Sales of Dishwashing 2020-2030
Chart 61 Volume Sales of Dishwashing 2020-2030
Chart 62 Value Sales of Dishwashing by Category 2025
Eco-Conscious Choices to Drive - Futureto Drive Sustainable Packaging and Formulations
Automatic Dishwashing to See Growth, While Hand Dishwashing Still Dominates Marketto See Growth, Will Hand Dishwashing Still Dominates Market
Chart 63 Fairy Platinum Expands with All-In-One Capsules for Efficient Cleaning Solutions
Health and Wellness Trends to Influence to Influenceproduct Innovation
Chart 64 Forecast Value Sales of Dishwashing 2020-2030
Chart 65 Forecast Value Sales of Dishwashing by Category 2025-2030
Leading Brands Drive Growth through Innovation and Sustainability
Chart 66 Company Shares of Dishwashing 2025
Chart 67 Brand Shares of Dishwashing 2025
Small Local Grocers Lead Sales through Proximity and Habit
Retail E-Commerce Gains Share with Convenience and Variety
Chart 68 Retail Channels for Dishwashing 2020-2025
Chart 69 Economic Context for Dishwashing
Chart 70 Real GDP Growth 2020-2030
Chart 71 Inflation 2020-2030
Chart 72 Consumer Context for Dishwashing
Chart 73 Population 2020-2030
Chart 74 Consumer Expenditure 2020-2030
Chart 75 Population by Generation 2025
Home Insecticides in Kazakhstan
Key Data Insights
Raptor Drives Growth with Child-Safe and Urban-Focused Solutions
Chart 76 Key Industry Trends of Home Insecticides
Raptor Drives Growth with Child-Safe and Urban-Focused Solutions
Chart 77 Raptor Targets Family Wellness with Child-Safe Mosquito Repellent Format
Spray/Aerosol Insecticides Dominate Despite Rising Competition
Chart 78 Rise of Electric Pest Control Devices Due to Urbanization and Changing Household Needs
Health and Wellness Trend Drives Demand for Safer Formats
Chart 79 Analyst Insight for Home Insecticides
Chart 80 Value Sales of Home Insecticides 2020-2030
Chart 81 Volume Sales of Home Insecticides 2020-2030
Chart 82 Value Sales of Home Insecticides by Category 2025
Consumers Expected Toexpected Todrive Demand for Safer and More Convenient Solutions
Spray/Aerosol Insecticides Set Toset Tomaintain Dominance with Evolving Consumer Needs
Sustainability and Eco-Friendliness Set to Shape Future Product Development
Chart 83 Forecast Value Sales of Home Insecticides 2020-2030
Chart 84 Forecast Value Sales of Home Insecticides by Category 2025-2030
Sc Johnson & Son Inc Maintains Lead with Trusted Brands
Chart 85 Company Shares of Home Insecticides 2025
Chart 86 Brand Shares of Home Insecticides 2025
Grocery Retailers Lead Sales with Strong Consumer Preference
Retail E-Commerce Gains Traction with Growing Consumer Convenience
Health and Beauty Specialists Emerge as Significant Non-Grocery Retailers
Chart 87 Retail Channels for Home Insecticides 2020-2025
Chart 88 Economic Context for Home Insecticides
Chart 89 Real GDP Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Home Insecticides
Chart 92 Population 2020-2030
Chart 93 Consumer Expenditure 2020-2030
Chart 94 Population by Generation 2025
Laundry Care in Kazakhstan
Key Data Insights
Brands Innovate with Multifunctional, Mood-Boosting Products
Chart 95 Key Industry Trends for Laundry Care
Brands Innovate with Multifunctional, Mood-Boosting Products
Chart 96 Vanish Expands Oxi Action Line
Fabric Softeners Experience Dynamic Growth through Mood-Boosting Innovations
Chart 97 Henkel Launches Persil Deep Clean Rose Scent Gel
Health and Wellness Trend Reshapes Product Offerings and Consumer Preferences
Chart 98 Value Sales of Laundry Care 2020-2030
Chart 99 Volume Sales of Laundry Care 2020-2030
Chart 100 Value Sales of Laundry Care by Category 2025
Consumers Set to Drive Consumers Set to Drivegrowth Of Safe and Convenient Products
Dynamic Growth Predicted across Categories
Environmental Safety and Credibilityexpected Toexpected to Drive Innovation
Chart 101 Analyst Insight for Laundry Care
Chart 102 Ariel Launches Hypoallergenic Laundry Powder with Natural Fragrance
Chart 103 Forecast Value Sales of Laundry Care 2020-2030
Chart 104 Forecast Value Sales of Laundry Care by Category 2025-2030
Procter & Gamble and Henkel Maintain Dominance through Innovation
Emerging Players and Future Opportunities
Chart 105 Company Shares of Laundry Care 2025
Chart 106 Brand Shares of Laundry Care 2025
Small Local Grocers Maintainsmaintains. It Is Singular Largest Share in Laundry Care Sales
Retail E-Commerce Expands, Intensifying Competition
Chart 107 Retail Channels for Laundry Care 2020-2025
Chart 108 Economic Context for Laundry Care
Chart 109 Real GDP Growth 2020-2030
Chart 110 Inflation 2020-2030
Chart 111 Consumer Context for Laundry Care
Chart 112 Population 2020-2030
Chart 113 Consumer Expenditure 2020-2030
Chart 114 Population by Generation 2025
Polishes in Kazakhstan
Key Data Insights
Multifunctionality Drives Growth in Stable Polishes Market
Chart 115 Key Industry Trends for Polishes
Multifunctionality Drives Growth in Stable Polishes Market
Chart 116 Mebelux Launches 5-in-1 Furniture Polish
Shoe Polish Dominates Sales, Other Categories Maintain Stable Growth
Health-Consciousness Drives Innovation in Polishes
Chart 117 Value Sales of Polishes 2020-2030
Chart 118 Volume Sales of Polishes 2020-2030
Chart 119 Value Sales of Polishes by Category 2025
Rising Demand for Multifunctional and Eco-Friendly Solutions Expected
Shoe Polish to Maintain Dominance as Largest Category Amidst Limited Growth
E-Commerce Expansion Set to Drive Growth and Innovation
Chart 120 Forecast Value Sales of Polishes 2020-2030
Chart 121 Forecast Value Sales of Polishes by Category 2025-2030
Leading Players Sustain Positions through Multifunctionality
Chart 122 Company Shares of Polishes 2025
Chart 123 Brand Shares of Polishes 2025
Small Local Grocers Lead Sales with Strong Consumer Preference
Retail E-Commerce Grows Steadily as a Complementary Channel
Chart 124 Retail Channels for Polishes 2020-2025
Chart 125 Economic Context for Polishes
Chart 126 Real GDP Growth 2020-2030
Chart 127 Inflation 2020-2030
Chart 128 Consumer Context for Polishes
Chart 129 Population 2020-2030
Chart 130 Consumer Expenditure 2020-2030
Chart 131 Population by Generation 2025
Surface Care in Kazakhstan
Key Data Insights
Health-Conscious Surface Care Innovation Drives Growth
Chart 132 Key Industry Trends for Surface Care
Health-Conscious Surface Care Innovation Drives Growth
Chart 133 Mr. Proper Launches Pet-Safe Floor Cleaner
Chart 134 Analyst Insight for Surface Care
Multi-Purpose Cleaners Dominate Sales, Bathroom Cleaners Most Dynamic
Sustainability and Mood-Boosting Ingredients Drive Dynamic Growth
Chart 135 Cif Introduces Mood-Enhancing Pink Fresh Cleaner
Chart 136 Value Sales of Surface Care 2020-2030
Chart 137 Volume Sales of Surface Care 2020-2030
Chart 138 Value Sales of Surface Care by Category 2025
Consumers Drive Demand for Eco-Friendly and Health-Conscious Products
Multi-Purpose Cleaners Remain Dominant, Combining Key Trends
Local Production Expansion Shapes Industry Landscape
Chart 139 Forecast Value Sales of Surface Care 2020-2030
Chart 140 Forecast Value Sales of Surface Care by Category 2025-2030
Unilever Leads Concentrated Surface Care
Top Brands Maintain Lead through Innovation and Trust
Chart 141 Company Shares of Surface Care 2025
Chart 142 Brand Shares of Surface Care 2025
Small Local Grocers Leads Surface Care Sales through Convenience
Retail E-Commerce Grows as Consumers Seek Convenience and Variety
Chart 143 Retail Channels for Surface Care 2020-2025
Chart 144 Economic Context for Surface Care
Chart 145 Real GDP Growth 2020-2030
Chart 146 Inflation 2020-2030
Chart 147 Consumer Context for Surface Care
Chart 148 Population 2020-2030
Chart 149 Consumer Expenditure 2020-2030
Chart 150 Population by Generation 2025
Toilet Care in Kazakhstan
Key Data Insights
Stable Performance Driven by Affordable and Multifunctional Products
Chart 151 Key Industry Trends for Toilet Care
Stable Performance Driven by Affordable and Multifunctional Products
Chart 152 Analyst Insight for Toilet Care
Domestos Drives Sales with Gel Range Expansion
Chart 153 Domesto’s Boosts Gel Range Extended Power for Multi-Surface Toilet Care
Health-Oriented Innovations Gain Traction among Consumers
Chart 154 Value Sales of Toilet Care 2020-2030
Chart 155 Volume Sales of Toilet Care 2020-2030
Chart 156 Value Sales of Toilet Care by Category 2025
Safer and Multifunctional Products Drive Future Growth
Chart 157 Henkel's Bref Brilliant Gel Arctic Ocean Offers 4-In-1 Benefits
Toilewatch Line Spacing before the Headingt Liquids/Foam Remains Dominant Despite Fast-Growing Alternatives
Sustainability and Health Trends Shape Future
Chart 158 Forecast Value Sales of Toilet Care 2020-2030
Chart 159 Forecast Value Sales of Toilet Care by Category 2025-2030
Leading Brands Consolidate Positions Amid Market Shifts
Chart 160 Company Shares of Toilet Care 2025
Chart 161 Brand Shares of Toilet Care 2025
Small Local Grocers Lead Sales through Traditional Channels
Retail E-Commerce Gains Traction with Rising Online Sales
Chart 162 Retail Channels for Toilet Care 2020-2025
Chart 163 Economic Context for Toilet Care
Chart 164 Real GDP Growth 2020-2030
Chart 165 Inflation 2020-2030
Chart 166 Consumer Context for Toilet Care
Chart 167 Population 2020-2030
Chart 168 Consumer Expenditure 2020-2030
Chart 169 Population by Generation 2025
Country Reports Disclaimer
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.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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