While Johnson & Johnson was pulling back on its operation in Kazakhstan, due to the very tight margins, it has recommitted to Kazakhstan and should recover some of its value share over the forecast period. It will also increase its marketing and promotional activities in order to drive value sales.
Procter & Gamble’s Naturella is the leading brand in Kazakhstan, and as such Procter & Gamble will continue to push the brand, with less of a focus on its Always brand. That being said, the Always brand is popular within pantyliners, though it is considered expansive and there is also a perception among some consumers that it is for urinary leakage rather than for menstrual purposes.
As long as inflation remains high, there will be a back-to-basics approach and a sharpened focus on core functions such as absorbency. However, while price will continue to be the main driver of value sales over the forecast period, consumers will also increasingly be more environmentally conscious.
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Understand the latest market trends and future growth opportunities for the Menstrual 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 Menstrual 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.
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
See All of Our DefinitionsThis report originates from Passport, our Menstrual Care research and analysis database.
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