Snacks in 2025: The big picture
It is expected to be a positive picture for snacks in Kazakhstan in 2025, with healthy current value growth and also moderate volume growth, partly supported by continuing population growth. However, inflation is still an issue, though it has eased, and consumers continue to price sensitive and actively look for discounts and promotions. In particular, there are significant price rises for chocolate confectionery, A surge in cocoa prices globally, driven by poor harvests and limited supply, is feeding into significant price hikes. However, consumers’ appetite for chocolate confectionery continues to be healthy, and there is increasing ranges available to meet the growing demand. Kazakhstan has also adapted its logistics, due to the war in Ukraine, with more imports now coming directly from Europe and Turkey, as opposed to through Russia. However, this is also leading to price rises.
Key trends in 2025
Within chocolate confectionery, the global trend for Dubai chocolate has also taken off in Kazakhstan, especially among younger consumers of under 30-years-of-age, though the high price tag is off-putting. On the other hand, older consumers stick to the traditional, such as Rakhat. Also, in general, consumers continue to be price sensitive and this is seeing more affordable brands gaining value share. Within chocolate confectionery, Turkish brands are gaining volume share, due to their affordability. In addition, there are increasing offerings of smaller-sized options, such as mini tablets of 25-30g, which mean a lower financial outlay for the consumer. On the other hand, for sweet biscuits, this price sensitivity is leading to increasing demand for larger pack sizes, which sell at a lower price per unit. Also, sweet biscuits is also seeing growth in private label, though from a low base again due to a focus on affordability.
Competitive Landscape
The Russian KDV Group OOO continues to lead the competitive landscape and gains further value share, as consumers perceive its brands as having a good price/quality ratio. Leading brands include Kirieshki.
Channel developments
Small local grocers continue to lead the competitive landscape. However, modern grocery retailers, and in particular supermarkets, have gained significant value share over the review period. New outlets are opening up across the country and consumers appreciate the large ranges, as well as the regular promotions. Loyalty programmes also ensure consumers regularly shop in supermarkets.
What next for snacks?
Snacks will register further constant value and volume growth over the forecast period, partly supported by continuing population growth. In addition, the ongoing expansion of modern grocery retailers will increase accessibility and will also drive competition. Consumers’ busier lives will also support the continuing growth of on-the-go snacking.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 a comprehensive range of core packaged food categories.
If you're in the Snacks 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 Snacks 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 Snacks in Kazakhstan?
- Which are the leading brands in Snacks in Kazakhstan?
- How are products distributed in Snacks in Kazakhstan?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Kazakhstan?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Kazakhstan
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Kazakhstan
KEY DATA FINDINGS
Healthy volume growth, despite significant price rises
Mars launches new crispy rolls under its brands, Milky Way, Twix and Bounty
Supermarkets gain significant value share over review period
Positive outlook over forecast period
Increasing demand for chocolate confectionery with a healthier positioning
Companies adopt a more sustainable approach
Gum in Kazakhstan
KEY DATA FINDINGS
Growth in both value and volume sales
Wrigley continues to dominate
Small local grocers still lead, but supermarkets gain most value share
Positive outlook over forecast period
Focus on a more natural positioning
Increasing messaging around sustainability
Sugar Confectionery in Kazakhstan
KEY DATA FINDINGS
Gummies and jellies gain most value share
Local company Rakhat holds on to tight lead
Supermarkets gain further significant value share in 2025
Positive economic outlook supports value sales
Digital space increasingly important
More focus on healthier positioning
Ice Cream in Kazakhstan
KEY DATA FINDINGS
Muted volume growth in 2025
Local player Shin-Line continues to dominate
Supermarkets gain most value share
Maturity continues to dampen growth
Plant-based ice cream still niche, though registers some growth
Sustainability a key focus
Savoury Snacks in Kazakhstan
KEY DATA FINDINGS
Savoury snacks star performer in 2025
Frito Lay maintains commanding lead
E-commerce gains most value share, though from a very low base
Rosy outlook over forecast period
Increasing demand for savoury snacks with a healthier positioning
Nuts, seeds and trails gain some volume share
Sweet Biscuits, Snack Bars and Fruit Snacks in Kazakhstan
KEY DATA FINDINGS
Cereal bars register highest value growth, due to healthier positioning
Rakhat holds on to tight lead
Forecourt retailers gain most value share
Continuing population growth supports value sales
Products with functional ingredients see growth area over forecast period
Digital space increasingly important
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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