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.

Chocolate confectionery continues to be Kazakhstan’s most popular snack in 2025, and it is expected to register healthy volume growth, in spite of significant price rises. 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. The global trend for Dubai chocolate has also taken off in

Sugar confectionery is expected to register both healthy current value and volume growth in Kazakhstan in 2025, supported by continuing population growth. Also, with the continuing expansion of modern grocery retailers, accessibility is also increasing, and this further supports value sales. Gummies and jellies are expected to register the highest value. These are particularly popular with children and players use bright, colourful, eye-catching packaging designs to engage consumers The playful

Savoury snacks is expected to be the best performing snack in Kazakhstan in 2025, registering both healthy current value and volume growth. Rapid urbanisation, along with busier lives, are driving the demand for convenient, ready-to-eat savoury snacks. Potato chips account for most value sales and are also expected to register the highest value growth in 2025. Players continue to innovate, especially in terms of flavour and this keeps consumers engaged. Players have also adapted to the local mar

Sweet biscuits, snacks bars and fruit snacks is expected to register healthy current value and volume growth in Kazakhstan in 2025, partly supported by continuing population growth. Affordability also supports value growth. In addition, the expansion of modern grocery retailers, including supermarkets and convenience stores, makes such snacks more readily available to consumers. Cereal bars are expected to register the highest value growth, partly as they are a cheaper option than chocolate conf

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 f

While ice cream is expected to register positive current value growth in Kazakhstan in 2025, volume growth is expected to be minimal, in what is a mature product area. In addition, some consumers are reportedly shifting away from traditional snacks like ice cream towards other snack options, including savoury snacks. This suggests a potential change in consumer preferences that could be contributing to slower growth in ice cream. Impulse ice cream accounts for most value sales and is expected to

Spirits in Kazakhstan showed mixed trends in 2024. While vodka, the leading category with traditional significance in Kazakh culture, posted a decline which impacted the overall dynamics, modern spirits like gin, whiskey, rum, and bitters continued to gain popularity. This was supported by rising consumer awareness, an expanding cocktail culture, and a wider range of both mainstream and premium products. These categories also benefited from changing consumer tastes and lifestyle trends, especial

Despite the growing wine culture in Kazakhstan and a more informed, educated consumer who is increasingly learning to appreciate wine through taste rather than just relying on well-known brand names, price remains the key factor in purchasing decisions. The widespread decline in purchasing power due to rising prices has negatively impacted the wine market, leading to a drop in consumption in 2024.

Volume sales of beer in Kazakhstan fell further in 2024 as declining purchasing power and rising prices impacted demand. However, not all categories were equally affected. Flavoured lager, for instance, managed to hold its ground despite market pressure, whilst economy lager experienced the least decline as consumers began shifting toward more affordable options in response to financial constraints. Due to its small base and rising consumer interest in higher-end products, premium imported lager

In 2024, the alcoholic drinks market in Kazakhstan saw a decline in volume but growth in value, driven by inflation, rising production costs, and declining purchasing power. While consumer spending was influenced by reduced spending capacity, price increases contributed to value growth. A shift toward more moderate alcohol consumption due to changing consumer attitudes further impacted volume sales in the year.

Volume sales of cider/perry registered further strong, double-digit growth in 2024 as it is a developing category in Kazakhstan that has only recently emerged. Growth was also driven by the shift in consumer preferences towards lower ABV drinks. Cider offers a fruity, lower-alcohol alternative to traditional spirits such as vodka, appealing to those seeking healthier options. Increased interest in natural products also supported demand. Additionally, improved availability, flavour variety, and t

Volume sales of RTDs in Kazakhstan registered further growth in 2024, driven by rising interest in flavoured, low alcohol drinks, especially amongst younger consumers eager to explore new options. Although the RTD category is still relatively young in terms of product variety, it has expanded beyond the traditional gin and tonic to include a broader selection of flavours. This growing diversity is boosting RTD’s popularity and attracting trend-conscious consumers.

In 2024, Kazakhstan's tobacco market was shaped by tighter regulations, mounting economic pressures, and evolving consumer preferences. The most significant development was the complete ban on e-vapour products, which pushed the entire category into the illicit market and redirected some consumer demand towards heated tobacco. This shift spurred a resurgence in heated tobacco sales, following a two-year period of decline. Meanwhile, cigarette sales continued their downward trend, driven by risin