In 2024, Kazakhstan's tobacco market was shaped by tighter regulations, mounting economic pressures, and evolving consumer preferences. The most significant development was the complete ban on e-vapour products, which pushed the entire category into the illicit market and redirected some consumer demand towards heated tobacco. This shift spurred a resurgence in heated tobacco sales, following a two-year period of decline. Meanwhile, cigarette sales continued their downward trend, driven by risin

The market for cigarettes in Kazakhstan continued to decline in volume terms in 2024. Growth was constrained by rising prices and the expanding illicit trade. In response, consumers increasingly shifted towards alternative forms of nicotine consumption, such as heated tobacco and, despite an official ban, illicitly obtained e-vapour products. Nonetheless, the market grew in current value terms, driven by continued price increases - primarily the result of higher excise taxes. Meanwhile, smoking

The market for cigars, cigarillos, and smoking tobacco in Kazakhstan recorded a flat performance in volume terms in 2024, following the declines of the previous two years. Cigars continued on a downward trajectory, hindered by the absence of a strong cigar-smoking culture. In Kazakhstan, cigars are typically viewed as luxury items, with high price points that limit accessibility - particularly outside major urban areas. Cigarillos, on the other hand, showed a positive, albeit modest growth. Both

Smokeless tobacco, e-vapour products, and heated tobacco in Kazakhstan faced significant challenges in 2024, driven primarily by the collapse of the e-vapour category. In April 2024, the government implemented a sweeping ban on the import, production, sale, and advertising of e-vapour products, including devices and flavoured liquids. This effectively removed the category from the legal market. However, rather than curbing demand, the ban fuelled the growth of the illicit trade, with many consum

The number of households is set to increase moderately, while the average household size will shrink in Kazakhstan over 2024-2029. Extended ("Other") households will remain the dominant household type but the fastest household expenditure growth is forecast to be recorded by single person households. In addition, the share of households living in urban areas is projected to expand to 63.7% by 2029.

Sales of men’s grooming products experienced solid growth in current value terms in Kazakhstan in 2024. The market has expanded to include a broader selection of specialised products, including facial creams, serums, shaving foams, beard oils and hair styling solutions. These developments reflect a growing awareness among Kazakhstani men of the importance of skin and hair care tailored to their specific needs.

Sales of sun care products in Kazakhstan increased in both volume and current value terms in 2024. Given the country’s hot summers and high levels of solar UV radiation, sun protection is becoming an essential part of personal care routines. Adult sun care remained the largest category, underpinned by growing public awareness of UV-related health risks - such as premature ageing and skin cancer.

Sales of deodorants saw a strong performance in current value terms in Kazakhstan in 2024. Growth was driven by an expanding consumer base, including young people, older adults and the immigrant population. The importance of personal hygiene is also becoming more prominent across all demographics, contributing to broader and more regular usage of deodorants.

Fragrances was the fastest-growing category in Kazakhstan’s beauty and personal care market in current value terms in 2024. As consumer incomes continue to rise, interest in both premium and niche fragrances - as well as high-quality mass fragrances - is increasing accordingly. Indeed, fragrance is now seen as an essential element of personal style and a marker of social status.

While Kazakhstan’s hair care market experienced positive growth in current value terms in 2024, this was largely driven by rising prices rather than increased consumer demand. Volume sales declined in the largest category, standard shampoos, which has reached a high level of maturity. Nevertheless, consumers are increasingly selecting shampoos with specific functions - such as anti-dandruff, colour protection, repair, strengthening, or hydration. This shift in demand is encouraging brands to div

Sales of depilatories in Kazakhstan saw strong growth in current value terms in 2024, driven by the development of modern formulas featuring gentler, safer, and more skin-friendly ingredients. These innovations have broadened the category’s appeal, especially among consumers with sensitive skin.

Sales of skin care products in Kazakhstan continued to record robust growth in both volume and current value terms in 2024. The category is evolving beyond its traditional female-dominated base to attract a broader demographic, including men, teenagers, and older consumers. A growing variety of products tailored to specific skin types - such as sensitive, oily, dry, and mature - has enabled brands to appeal to a more diverse audience.

Sales of bath and shower products in Kazakhstan registered positive growth in both current value and volume terms in 2024. The pandemic encouraged a greater focus on personal hygiene, which continues to sustain high demand. Body wash/shower gel was the largest category by value and also the most dynamic, having overtaken traditional bar soap in 2023. Interest in these offerings, as well as liquid soap, is rising, driven by changing lifestyles, and the expansion of modern retail formats. Consumer

Sales of oral care products in Kazakhstan increased in both volume and current value terms in 2024. Global trends - such as the growing popularity of healthy lifestyles and the active promotion of oral care by social media influencers - are helping to raise awareness, particularly among younger consumers.

Colour cosmetics in Kazakhstan recorded positive growth in current value terms in 2024, with modest gains in volume following stagnant demand in 2023. Following the easing of pandemic restrictions, consumer interest in appearance saw a significant revival, particularly among younger, urban populations. Make-up is no longer reserved for special occasions, instead, it has become a daily ritual and a form of self-expression.

Sales of baby and child-specific products in Kazakhstan increased in current value terms in 2024 with the rising number of young families, particularly in urban areas, being a key driver behind increasing sales.

The beauty and personal care market in Kazakhstan registered robust growth in current value terms in 2024. Overall, the local economy demonstrated a degree of resilience, despite global uncertainties and regional geopolitical tensions, particularly stemming from the ongoing war in Ukraine. While inflation remained elevated, consumer spending on non-essential goods like beauty and personal care continued to recover from disruptions caused by the COVID-19 pandemic.

In 2024, mass beauty and personal care in Kazakhstan experienced positive growth in current value terms, at a rate broadly consistent with the market as a whole. Consumers are increasingly drawn to mass-market products, which are accessible to buyers across various income levels. The diverse range of products, spanning skin care, hair care, colour cosmetics, and fragrances, caters to the needs of different consumer segments. At the same time, private labels from retailers are intensifying compet

Premium beauty and personal care represented one of the most dynamic categories of the overall market in Kazakhstan in 2024. Premium products focusing on anti-ageing, UV protection, and hydration are becoming particularly popular among women aged 30 and over. Increasingly, consumers are seeking products that promise long-term results and deliver a professional level of care.

The population of Kazakhstan is predicted to increase by 16.6%, due to changes in net migration and natural change, standing at a total of 23.4 million citizens by 2040. By 2040, the biggest cohort will be middle-aged (aged 45-64). Generational cohorts in Kazakhstan will continue to influence consumer expenditure based on their specific purchasing habits and unique demands.

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. However, along with the easing of cost-of-living pressures, more widespread and aggressive discounting helped to ensure that most categories expanded in

Growth in total away-from-home (AFH) tissue and hygiene current value sales in Kazakhstan in 2024 was down on 2023. This was mainly due to more intense price competition amidst a significant and sustained drop in inflation. However, the same factors ensured all categories showed better results in volume growth terms than they did the previous year. Lower inflation alleviated cost pressures for private companies and public institutions, reducing their need to rein in expenditure on tissue and hyg

While menstrual care in Kazakhstan saw current value sales increase in 2024, growth was relatively modest and fell well below that recorded in 2023. This was partly because a sustained drop in inflation alleviated pricing pressures and encouraged more aggressive discount promotions, both from leading manufacturers seeking to consolidate their positions and smaller players attempting to win over new consumers. With most Kazakhstanis remaining cautious in their spending habits following the sharp

Wipes in Kazakhstan performed strongly in 2024, with growth in total current value sales picking up from 2023 and most categories expanding in volume terms. Because these items are less likely to be considered household essentials, this area of the local tissue and hygiene market was among the chief beneficiaries of improvements in consumer confidence and purchasing power as inflationary pressures receded. At the same time, the trend towards busier lifestyles continued to reinforce appreciation