Home Care in Kazakhstan

February 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Home 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home 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 Home 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 Home Care in Kazakhstan?
  • Which are the leading brands in Home Care in Kazakhstan?
  • How are products distributed in Home 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 Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Kazakhstan

Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2019-2024
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029

DISCLAIMER

Summary 1 Research Sources

Air Care in Kazakhstan

KEY DATA FINDINGS

Air care category remains stagnant
Private label benefits from rising cost-consciousness
Movement towards environmentally friendly products.
Air care will recover to positive levels during forecast period
Increased interest in long-lasting fragrances though innovation faces challenges
Functional scents likely to attract attention
Table 11 Sales of Air Care by Category: Value 2019-2024
Table 12 Sales of Air Care by Category: % Value Growth 2019-2024
Table 13 NBO Company Shares of Air Care: % Value 2020-2024
Table 14 LBN Brand Shares of Air Care: % Value 2021-2024
Table 15 Forecast Sales of Air Care by Category: Value 2024-2029
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2024-2029

Bleach in Kazakhstan

KEY DATA FINDINGS

Stable growth seen for bleach in 2024, though innovation remains limited
Rising interest in private label products
Hypoallergenic and concentrated formulas attract greater consumer interest
Scented bleach variants set to see increased demand
Reduced chlorine content in product composition
Development of e-commerce will support demand for bleach during forecast period, while private label will rise further
Table 17 Sales of Bleach: Value 2019-2024
Table 18 Sales of Bleach: % Value Growth 2019-2024
Table 19 NBO Company Shares of Bleach: % Value 2020-2024
Table 20 LBN Brand Shares of Bleach: % Value 2021-2024
Table 21 Forecast Sales of Bleach: Value 2024-2029
Table 22 Forecast Sales of Bleach: % Value Growth 2024-2029

Dishwashing in Kazakhstan

KEY DATA FINDINGS

Low-cost products gain greater ground in 2024
Local brands expand across hand dishwashing, while Fairy continues to lead
Automatic dishwashing enjoys active development
E-commerce expansion to drive further growth for dishwashing
Health and eco-friendly trends will gather pace during the forecast period, as consumers shift towards smaller formats in automatic dishwashing
Fairy will retain its leadership over hand dishwashing, with intensified competition anticipated for automatic dishwashing
Table 23 Household Possession of Dishwashers 2019-2024
Table 24 Sales of Dishwashing by Category: Value 2019-2024
Table 25 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 26 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 27 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 28 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029

Home Insecticides in Kazakhstan

KEY DATA FINDINGS

Hot weather supports demand for home insecticides
Dominance of international brands continues
Greater development of private label alternatives
Positive forecast period for home insecticides in Kazakhstan
Spray/aerosol insecticides to remain leading segment
Eco-friendly trend will become more influential
Table 30 Sales of Home Insecticides by Category: Value 2019-2024
Table 31 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 32 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 33 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 34 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029

Laundry Care in Kazakhstan

KEY DATA FINDINGS

Moderate growth seen in laundry care in 2024
Persil brand increases its market share
Fabric softeners recovers from previous decline
Greater consumption of lower-cost brands expected in forecast period
E-commerce channel set to expand more rapidly, benefiting laundry care in particular
Share of private label products may increase
Table 36 Household Possession of Washing Machines 2019-2024
Table 37 Sales of Laundry Care by Category: Value 2019-2024
Table 38 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 39 Sales of Laundry Aids by Category: Value 2019-2024
Table 40 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 41 Sales of Laundry Detergents by Category: Value 2019-2024
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 43 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 44 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 45 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 46 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 47 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 49 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029

Polishes in Kazakhstan

KEY DATA FINDINGS

Polishes continues to fall in 2024
Rising demand for private label products, though international players continue to rule
Multifunctionality and ease of use prove key concerns for local consumers
Eco-friendly trend set to accelerate
Polishes with water-repellent properties in demand, and furniture fashion dictates demand
E-commerce expansion and innovative solutions for sports shoes offer growth potential
Table 51 Sales of Polishes by Category: Value 2019-2024
Table 52 Sales of Polishes by Category: % Value Growth 2019-2024
Table 53 NBO Company Shares of Polishes: % Value 2020-2024
Table 54 LBN Brand Shares of Polishes: % Value 2021-2024
Table 55 Forecast Sales of Polishes by Category: Value 2024-2029
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2024-2029

Surface Care in Kazakhstan

KEY DATA FINDINGS

Volume growth for surface care in 2024
Unilever maintains leadership as local dining habits support category sales
Spray formats attract consumers, while P&G focuses on pet owners
Development of e-commerce will contribute to greater growth for surface care while Russian brands gain ground
Cheaper products as firm favourites among local consumers, though international players will continue to lead
Rising environmental consciousness to inform innovation
Table 57 Sales of Surface Care by Category: Value 2019-2024
Table 58 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 61 NBO Company Shares of Surface Care: % Value 2020-2024
Table 62 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 63 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029

Toilet Care in Kazakhstan

KEY DATA FINDINGS

Price rises slow down in 2024
Development of online retail as key growth driver
ITBs segment sees start to recovery
Toilet liquids/foam as the most popular segment
Safety and eco trends will shape category progress for forecast period
Comet brand likely to lose share
Table 65 Sales of Toilet Care by Category: Value 2019-2024
Table 66 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 67 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 68 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 69 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
Download table of contents
The following categories and subcategories are included:

Home Care

      • Candle Air Fresheners
      • Car Air Fresheners
      • Electric Air Fresheners
      • Gel Air Fresheners
      • Liquid Air Fresheners
      • Spray/Aerosol Air Fresheners
        • Carpet Fresheners
        • Odour Neutralisers
        • Refrigerator Fresheners
        • Waste Bin Fresheners
        • Other Other Air Care
  • Bleach
        • Automatic Dishwashing Liquids
        • Automatic Dishwashing Powders
        • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • 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
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.

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