Tissue and hygiene in Kazakhstan in 2025 delivered robust value growth of 7% in constant terms, outpacing regional averages despite a challenging environment marked by 10% inflation and heightened price sensitivity. The combination of a steadily growing population, which reached 20 million in 2025, and a shift towards affordable essentials underpins the attractiveness of this space, as evidenced by the rapid adoption of bulk packs, promotional bundles, and private label products across both phys

In 2025, away-from-home tissue and hygiene in Kazakhstan recorded robust value growth, reaching KZT22.3 billion, a 17% increase over the previous year. This double-digit expansion significantly outpaced the average regional trend, with value gains driven by a surge in demand from the rapidly expanding hospitality and foodservice segment. Between January and September 2025 alone, more than 120 new restaurants and cafés are estimated to have opened, directly boosting the need for high-capacity, ef

Menstrual care in Kazakhstan faced a notable downturn in 2025, with retail volume falling to 714 million units, representing a sharp -12% year-on-year decline, and retail value contracting to KZT54.4 billion, down -10%. This performance diverged from much of Asia Pacific, where volume growth has generally stabilised or remained slightly positive, and stands in contrast to more resilient trends seen in global markets. The contraction in Kazakhstan is primarily attributed to a combination of demog

In 2025, wipes experienced robust value growth, reaching KZT10 billion in retail sales, an increase of 14% over the previous year. This strong performance stands out within the regional context, where affordability became the dominant purchase driver as economic pressures shaped consumer behaviour. Unlike many neighbouring countries, where premium features might retain some momentum, consumers in Kazakhstan are increasingly trading down, turning to local brands and products sourced through grey

The nappies/diapers/pants market in Kazakhstan in 2025 faced a challenging environment, shaped by inflation, increased price sensitivity, and ongoing competition from both local and international brands. Retail volume declined slightly by -0.4% year-on-year, reaching 733 million units, while retail value rose by 7% to KZT128.4 billion, reflecting the impact of rising prices and consumer efforts to maximise value. The country’s population grew to 20 million, with 6 million children aged 0-14, und

Retail tissue in 2025 showed a marked acceleration in volume growth, increasing by 5% to reach 33,840 tonnes. This performance stands out when compared to the previous year's more subdued growth, indicating a sharp rebound in consumer demand despite challenging economic conditions. Sales growth was accompanied by a significant increase in retail value, which rose 17%, reflecting not only higher volumes but also the impact of inflation and a shift towards larger pack sizes and cost-effective prod

Retail adult incontinence in 2025 achieved steady volume and value growth, with retail volume rising to 2 million units and retail sales reaching KZT0.9 billion, reflecting an 11% increase from the previous year. This performance was underpinned by a blend of macroeconomic and social factors, including rising living costs and a gradual reduction in stigma around incontinence care. Compared to the wider Asia Pacific region, retail adult incontinence in Kazakhstan displayed robust resilience, mai

In 2025, rx/reimbursement adult incontinence in Kazakhstan demonstrated robust volume and value growth, standing out in the regional and global context. Volume reached 195 million units, marking a 4% increase over the previous year, while value surged to KZT73.5 billion with a growth rate of 16%. This strong performance was driven by the expanding elderly population, with the total number of people aged 65 and over rising to 2 million, contributing to increased demand for moderate and heavy abso

In 2025, the polishes market in Kazakhstan experienced stable volume sales and moderate value growth, largely driven by inflation. Total retail value of polishes reached KZT6.1 billion, representing 12% growth on the previous year. The median disposable income per household in Kazakhstan grew from KZT9 million in 2024 to KZT11 million in 2025, indicating a steady increase in consumer purchasing power. This rising income level contributed to the moderate value growth in the polishes market.

In 2025, the bleach category in Kazakhstan showed retail value sales of KZT2.4 billion in 2025, representing growth of 12% on 2024 in current value terms. This growth reflects the established role of bleach in household care. While the median income increased from KZT9 million in 2024 to KZT11 million in 2025, indicating that Kazakhstani households would be open to spending more on diverse home care products, cost-of-living pressures and inflation ensure that value for money remains a strong con

In 2025, the dishwashing category in Kazakhstan experienced growth driven by consumer preferences for products that are safe for skin, free from harsh chemicals and environmentally friendly. Retail value sales ofof not for dishwashing reached KZT63.4 billion during the year, representing 14% growth in current value terms. This growth is attributed to consumers' increasing health consciousness and demand for multifunctional and cost-efficient formats.

In 2025, the laundry care category in Kazakhstan was characterised by a growing demand for multifunctional products and a focus on health and wellness.

In 2025, the surface care category in Kazakhstan demonstrated a continued growth trajectory, with retail value sales reaching KZT68.5 billion, representing a 13% growth rate. This growth was largely driven by evolving consumer preferences, particularly the increasing demand for products that are both effective and safe for daily use. The median disposable income per household in Kazakhstan increased from KZT9 million in 2024 to KZT11 million in 2025, indicating a steady increase in consumer purc

The toilet care category in Kazakhstan demonstrated a stable performance in 2025, despite inflationary pressures. Retail value sales reached KZT21.3 billion, representing 14% growth from 2024, while retail volume sales grew by 3%. This growth can be attributed to consumers prioritising comfort and opting for affordable or multifunctional products that offer optimal value for money. The median disposable income per household in Kazakhstan grew from KZT9 million in 2024 to KZT11 million in 2025, i

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 fo

The home insecticides market in Kazakhstan saw a retail value of KZT23.2 billion in 2025, with a growth rate of 14% on 2024 in current terms. This growth is attributed to the increasing demand for effective and safe pest control solutions, driven by a growing urban population and consumer concerns over health and wellness. The median disposable income per household in Kazakhstan increased from KZT9 million in 2024 to KZT11 million in 2025, indicating a steady increase in consumer purchasing powe

In 2025, the air care category in Kazakhstan experienced growth. The retail value of the category was KZT24.3 billion, representing a 10% growth rate. This growth was driven by increasing demand for products that offer emotional benefits and wellness, particularly through fragrance. The median disposable income per household in Kazakhstan increased from KZT9 million in 2024 to KZT11 million in 2025, indicating a growing consumer spending power.

Persistent issues with tap water continue to support volume sales of bottled water. Also, flavoured bottled water continues to be very popular.

Healthy volume growth, in spite of continuing inflation. Tonic Water/mixers/other bitters gain the most volume share, supported by rising interest in spirits. Coca-Cola dominates and keeps consumers engaged with regular flavour extensions. Reduced sugar is not gaining any traction, and this is unlikely to change over the forecast period.

Consumers continue to have little thirst in concentrates. Powder concentrates dominate volume sales, though liquid concentrates performs better in 2025. The outlook is also bleak, though there are opportunities to offer concentrates with a healthier profile.

Volume sales increase in 2025, though consumers remain price sensitive. Both carbonates and bottled water continues to lead in terms of volume sales, though RTD tea registers the highest volume growth. Energy drinks also perform strongly, despite introduction of ban of selling energy drinks to under 21-year-olds.

While RTD coffee registers healthy volume growth, sales are still low. High prices continue to be a stumbling block, and this is unlikely to change over the forecast period, as VAT rates are set to rise.

RTD tea goes from strength to strength and continues to register healthy volume growth. Differentiation is largely in terms of flavours. The outlook is also positive, with consumers perceiving RTD tea as being a healthier soft drinks than for example carbonates. This is largely due to the popularity of tea in Kazakhstan, with consumers also equating RTD tea to also being a healthy drink.

Juice drinks (up to 24% juice) continues to account for most volume sales continue. This is due to its affordability, and players continue to focus on innovation within this segment, in particular in terms of flavour differentiation. Over the forecast period, there will be minimal volume growth, as consumers remain price sensitive.