Tissue and hygiene in 2024: The big picture
After two consecutive years of double-digit growth, tissue and hygiene in Kazakhstan saw retail current value sales decline slightly in 2024. The contraction was primarily explained by increased price competition as the recent surge in inflation driven by the global recovery from the pandemic and Russia’s invasion of Ukraine gradually subsided.
2024 key trends
Nappies/diapers/pants remained the largest of the main tissue and hygiene categories in Kazakhstan in value terms in 2024. However, it saw retail volume and current value sales decline due to the fact that although still relatively high, birth rates in the country have been falling steadily for a number of years.
Competitive landscape
Kimberly-Clark Central Asia TOO remained the top player in tissue and hygiene in Kazakhstan in value sales terms in 2024. This was mainly due to its commanding lead in nappies/diapers/pants, where it offers the Huggies range, though it also placed second in menstrual care with Kotex and was present in multiple retail tissue categories with the Kleenex brand.
Retail developments
Supermarkets remained the most important retail distribution channel in tissue and hygiene in Kazakhstan in value sales terms in 2024. Small local grocers placed second, followed by health and beauty specialists, hypermarkets and other non-grocery retailers.
What next for tissue and hygiene?
The outlook for tissue and hygiene in Kazakhstan over the forecast period is bright on the whole, with solid growth in total current value sales predicted and most categories expected to post consistently positive results in volume terms. Together with the essential status of various product types, favourable demographic trends, economic development and rising health-consciousness will continue to underpin the expansion of the market.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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 the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Kazakhstan?
- Which are the leading brands in Tissue and Hygiene in Kazakhstan?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Kazakhstan
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Kazakhstan
KEY DATA FINDINGS
Overall demand rises as inflationary pressures subside
AFH toilet paper current value sales decline due to increased price competition
New product development activity picks up in most categories
Socioeconomic and demographic trends will continue to drive growth
AFH toilet paper expected to see volume sales decline
Suppliers likely to increase investment in digitalisation
Retail Adult Incontinence in Kazakhstan
KEY DATA FINDINGS
Demand rises in tandem with population ageing
Hayat Holding continues to lead retail adult incontinence
Health and beauty specialists remains the most important distribution channel
Population ageing and reduction of social stigma will remain key demand drivers
Protection and comfort likely to be focal points for innovation
Sales via the e-commerce channel set to continue rising
Nappies/Diapers/Pants in Kazakhstan
KEY DATA FINDINGS
Falling birth rates depress demand for nappies/diapers/pants
Kimberly-Clark maintains commanding lead despite increasing competition
Small local grocers remains the top distribution channel
Solid growth in current value sales projected despite poor outlook in volume terms
Increasing competition will fuel investment in added-value innovations
Popularity of online marketplaces will continue to boost sales via e-commerce
Menstrual Care in Kazakhstan
KEY DATA FINDINGS
Current value growth dips as price competition intensifies amidst lower inflation
Procter & Gamble retains clear lead but loses ground
Supermarkets still the leading distribution channel in menstrual care
Favourable demographic and socioeconomic trends will continue to buoy demand
Health and environmental concerns expected to shape new product development
E-commerce likely to make further distribution gains
Wipes in Kazakhstan
KEY DATA FINDINGS
Convenience factor continues to broaden appeal of wipes among Kazakhstanis
Leading brands lose ground to cheaper imports and private label lines
Supermarkets and health and beauty specialists still the top distribution channels
Overall demand for wipes expected to continue rising steadily
Sustainability credentials likely to become a more important point of competition
Interest in intimate wipes and facial cleansing wipes set to remain low
Retail Tissue in Kazakhstan
KEY DATA FINDINGS
Total current value sales contract as falling inflation stimulates discounting
Domestic producer Karina continues to strengthen its overall lead
Supermarkets remains the leading distribution channel by some distance
Steady demand for toilet paper will continue to drive overall expansion of retail tissue
Local manufacturers expected to make further gains
Environmental concerns likely to gain influence over competitive strategies
Rx/Reimbursement Adult Incontinence in Kazakhstan
KEY DATA FINDINGS
Population ageing continues to lift demand
Rx/reimbursement category is mainly represented by moderate/heavy products
Cost pressures could result in adoption of stricter eligibility criteria
Erosion of taboo around incontinence will continue to support growth
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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