Tissue and Hygiene in Kazakhstan

March 2025
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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?
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029

DISCLAIMER

Summary 1 Research Sources

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
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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
Table 25 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 26 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 28 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 29 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 30 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029

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
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 33 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 34 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029

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
Table 37 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 38 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 39 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 40 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 41 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 42 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029

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
Table 43 Retail Sales of Wipes by Category: Value 2019-2024
Table 44 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 45 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 46 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 47 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 48 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029

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
Table 49 Retail Sales of Tissue by Category: Value 2019-2024
Table 50 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 51 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 52 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 53 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 54 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029

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
Table 55 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 56 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 57 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 58 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
Download table of contents
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
      • AFH Wipers
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Menstrual Care Including Intimate Wipes
            • 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)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Menstrual Care Including Intimate Wipes
            • 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
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

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.

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

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