Competitive Landscape
Unilever Leads Concentrated Surface Care
The surface care category in Kazakhstan is concentrated, with the top three manufacturers, Unilever Group, Procter & Gamble Kazakhstan TOO and KazBytKhim TOO, holding a significant share of the market. In 2025, Unilever Group led the category with a 36% share, followed by Procter & Gamble Kazakhstan TOO with 12% and KazBytKhim TOO with 8%.
Top Brands Maintain Lead through Innovation and Trust
The top brands in the surface care category in Kazakhstan maintained their lead in 2025 due to a combination of trusted performance, wide product ranges and alignment with key trends such as wellness, convenience and sustainability. Cif, a brand from Unilever Group, remained the leading brand, supported by its wide range of multi-purpose cleaners and innovative products such as the mood-enhancing pink fresh cleaner with natural particles and a floral scent.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface 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 Surface 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 Surface Care in Kazakhstan?
- Which are the leading brands in Surface Care in Kazakhstan?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Kazakhstan - Category analysis
Key Data Insights
Health-Conscious Surface Care Innovation Drives Growth
Health-Conscious Surface Care Innovation Drives Growth
Multi-Purpose Cleaners Dominate Sales, Bathroom Cleaners Most Dynamic
Sustainability and Mood-Boosting Ingredients Drive Dynamic Growth
Consumers Drive Demand for Eco-Friendly and Health-Conscious Products
Multi-Purpose Cleaners Remain Dominant, Combining Key Trends
Local Production Expansion Shapes Industry Landscape
Unilever Leads Concentrated Surface Care
Top Brands Maintain Lead through Innovation and Trust
Small Local Grocers Leads Surface Care Sales through Convenience
Retail E-Commerce Grows as Consumers Seek Convenience and Variety
Home Care in Kazakhstan - Industry Overview
Laundry Care Drives Home Care Sales with Multifunctionality
Key Data Insights
Laundry Care Drives Home Care Sales with Multifunctionality
Health and Wellness Trend Reshapes Product Development
Sustainability Becomes Core to Home Care Innovation
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
Procter & Gamble Maintains Lead Amid Intense Competition
Emerging Players and Mergers Reshape Market Dynamics
Small Local Grocers Lead Home Care Sales
E-Commerce Gains Traction with Competitive Prices
Country Reports Disclaimer
The following categories and subcategories are included:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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