Retail sales of herbal/traditional products are expected to rise in current value terms in 2025, driven by increasing consumer health awareness and concerns over treatment safety. Consumers increasingly seek products with proven effectiveness and minimal side effects, making herbal remedies an attractive alternative to conventional medicines.

Retail sales of analgesics in Kazakhstan are set to rise significantly in current value terms 2025, largely driven by higher prices, stemming from persistent inflation. The country is also experiencing a devaluation of its national currency, which has made imported goods more expensive. The category is primarily represented by products originating from Russia, Belarus, and local manufacturers, which continue to shape the market landscape.

Retail sales of cough, cold, and allergy (hay fever) remedies in Kazakhstan are expected to rise in current value terms in 2025, although this is mainly due to higher prices driven by persistent inflation. Despite this, there remains strong consumer demand for effective and fast-acting treatments, particularly during periods of seasonal illness. Notably, the nature of common illnesses in 2025 has differed from previous years in that symptoms of cough and fever have been generally mild, while sym

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.

Retail sales of sports nutrition products are set to witness robust growth in current value terms in 2025, supported by rising interest in healthy lifestyles and physical activity. More consumers are seeking products that help improve fitness and endurance, while growing youth engagement in sports and gym activities is also fuelling demand.

Retail sales of digestive remedies in Kazakhstan are expected to register robust growth in current value terms in 2025, partly driven by higher prices resulting from persistent inflation. Within this market, diarrhoeal remedies has emerged as the most dynamic category, influenced by outbreaks of rotavirus infections. Demand is particularly strong during summer and holiday periods, when cases of food poisoning typically rise. Meanwhile, digestive enzymes has also recorded a notable increase in sa

Retail value sales of dermatologicals in Kazakhstan are expected to increase in current value terms in 2025. Growth is being boosted by a growing awareness of skin health, which is prompting consumers taking preventive steps to address everyday concerns. At the same time, demand for over-the-counter skin care and therapeutic products continues to climb, as consumers increasingly seek convenient, accessible solutions without the need to visit a doctor. Product availability has also expanded, with

Retail sales of wound care products are set to increase in current value terms 2025, largely driven by rising prices. In addition, following the pandemic, more people have returned to sports and active lifestyles, resulting in a higher incidence of minor injuries - such as cuts, sprains, and abrasions - which has boosted demand for these offerings.

Retail sales of paediatric consumer health products in Kazakhstan are expected to expand in current value terms in 2025, despite a decline in the birth rate. More Kazakh women are choosing to have fewer children or remain childless, influenced by factors such as economic challenges, urbanisation, and changing societal norms. Growth is being driven by an increased consumer focus on children’s health, in keeping with broader wellness trends.

Retail sales of vitamins in Kazakhstan are set to increase in current value terms in 2025, with volumes also showing an upward trend. This is largely driven by single vitamins, particularly vitamin C and vitamin D, which are widely recognised for their roles in supporting immunity, overall health, and bone strength. Among these, vitamin C has emerged as the most dynamic category, reflecting heightened consumer awareness of health and immunity following the COVID-19 pandemic.

Retail sales of dietary supplements are expected to rise significantly in current value terms in 2025, driven largely by increasing consumer awareness of preventive health. The COVID-19 pandemic has further heightened interest in immune support, prompting consumers to prioritise supplements that enhance their resilience and wellbeing. In addition, there is a rising demand for premium and specialised products that target specific health needs, reflecting a shift towards personalised nutrition and

Retail sales of weight management and wellbeing products in Kazakhstan are set to increase in current value terms in 2025, driven by growing consumer focus on maintaining a healthy weight. Obesity is a significant public health issue in the country with prevalence rates in adults exceeding the Asian regional average. Consumers are also increasingly focused on improving their overall health, which is driving the growing demand for specialised products that support their goals

Kazakhstan is tackling corruption and it benefits from solid public finances, but industrial action is on the rise. Supported by the energy sector, the economy will maintain its growth profile, but there are greater inflationary pressures. Population expansion is above the regional average, but rural dwellers remain significant and gender income disparity continues. Solid internet and mobile use will drive digitalisation, whilst the state is focusing on artificial intelligence and data centres.

Baby food in Kazakhstan witnessed a steady increase in retail value sales over 2025. However, the category is stagnant in volume terms, which can be linked to post-pandemic effects and the declining birth rate in the country. Nonetheless, as the middle-class expands and incomes rise, there is increasing demand for higher-quality, organic, hypoallergenic, and eco-friendly baby food options.

Drinking milk products in Kazakhstan reported strong gains in volume and value sales over 2025. A combination of factors are driving sales of drinking milk including economic development, urbanisation, and the shifting consumer preferences towards health, convenience, and functionality. More effective marketing strategies are also playing a role with brands emphasising local identity and emotional connections with the brand. With high inflation persisting in 2025, rising prices resulted in stron

Cheese in Kazakhstan is enjoying steady volume growth in line with rising consumer demand, an expanded product range, and improved quality. Additionally, the active development of retail channels, including online stores, as well as effective marketing campaigns and increased attention to healthy lifestyles, is driving interest in cheese. High prices resulted in dynamic growth in value terms. Nonetheless, cheese still has a long way to go to reach its potential in the country, since there is not

Other dairy is seeing strong retail value sales in Kazakhstan in 2024, with retail volume also showing solid gains. One of the reasons behind this trend is the growing population in the country, as well as the fact that products such as cream, fromage frais and quark are staple items used in daily consumption. Rising prices also had a notable impact on retail prices, driving value growth. Overall, staple products continue to attract demand, despite the high unit prices currently seen.

Yoghurt and sour milk products enjoyed robust retail vales sales in Kazakhstan, while volume sales are notably lower yet still positive. This dynamic is due to high unit prices supported by ongoing demand. Even as some consumers shift towards more affordable products, there is growing demand for higher-priced products and notable growth in the super-premium segment.

Butter and spreads in Kazakhstan witnessed strong value growth in 2025, with a slight decline in volumes year on year. There is a clear shift in consumption from margarine to butter as living standards improve in the country. Consumers are increasingly choosing natural butter over margarines and spreads, perceiving it as healthier and tastier. Rising household incomes are also driving a shift towards more premium and higher-quality products like butter. Overall, butter was the most dynamic categ

Dairy products and alternatives in Kazakhstan is enjoying steady volume growth in 2025, whilst value sales continue to see double-digit growth. The growth of the urban population is contributing to more frequent consumption of convenient and ready-to-eat dairy products and alternatives. Persistent inflation and rising production costs are driving up the average price of goods, which in turn is boosting value sales. There is also broader access to products due to the expansion of modern retail ch

The report examines the economic landscape of Kazakhstan and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2024, driven by exports, private consumption, government spending, investments. However, global economic slowdown, rising geopolitical tensions and economic fragmentation as well as tight financial conditions pose risks to the country’s economic outlook.

This report assesses the business environment in Kazakhstan, focusing on the regulatory environment, stability of the financial system, FDI intake, labour market flexibility and skillset, trade openness, mobility infrastructure, ICT adoption and innovative capabilities. Companies can evaluate these factors to understand the strengths and weaknesses of a country’s business environment for better strategic investment decisions.

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

Gum is expected to register positive current value and volume growth in Kazakhstan in 2025. Increasing consumer interest in products associated with fresh breath and oral care support value sales. Chewing gum accounts for most value sales and is also expected to register higher value and volume growth in 2025. Expanding distribution across modern grocery retailers supports value growth and product placement at checkouts supports impulse sales.