Home & Laundry Care - Kazakhstan | Statista Market Forecast

In 2024, the Home & Laundry Care market in Kazakhstan is projected to generate a revenue of US$690.90m.
This market is expected to experience an annual growth rate of 3.08% (CAGR 2024-2029).
The largest segment within this market is Laundry Care, which is estimated to have a market volume of US$410.60m in 2024.
When compared globally, United States leads in terms of revenue generation, with an estimated revenue of US$32bn in 2024.
In relation to the total population, the per person revenue in the Home & Laundry Care market is projected to be US$34.85 in 2024.
Furthermore, it is anticipated that online sales will contribute 3.0% of the total revenue in the Home & Laundry Care market by 2024.
"Kazakhstan's growing middle class is driving demand for premium home and laundry care products, leading to increased market competition."

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in Kazakhstan is witnessing moderate growth, influenced by factors like increasing urbanization, heightened consumer awareness of cleanliness, and the growing preference for convenient, effective cleaning solutions that simplify daily chores.

Customer preferences: Consumers in Kazakhstan are increasingly prioritizing eco-friendly and sustainable home care products, reflecting a growing awareness of environmental issues and health considerations. This shift is influenced by a younger demographic, who tend to favor brands that emphasize natural ingredients and minimal packaging. Additionally, the rise of e-commerce is reshaping shopping habits, with many opting for online purchases that offer convenience and variety. As lifestyles become busier, there's a notable demand for multi-functional products that save time and effort in home and laundry care routines.

Trends in the market: In Kazakhstan, the Home & Laundry Care market is experiencing a significant shift towards eco-friendly and sustainable products, with consumers increasingly favoring brands that highlight natural ingredients and environmentally responsible packaging. This trend is particularly prominent among younger consumers, who are driving demand for transparency and sustainability in their purchases. Additionally, the rise of e-commerce is transforming shopping behaviors, as consumers seek convenience and a wider selection of products online. This evolution is leading to a growing preference for multi-functional items that simplify home care routines, ultimately prompting industry stakeholders to innovate and adapt their offerings to meet these changing consumer expectations.

Local special circumstances: In Kazakhstan, the Home & Laundry Care market is uniquely influenced by its diverse cultural heritage and vast geography, which shapes consumer preferences and product availability. The nomadic traditions emphasize resourcefulness and sustainability, prompting a preference for eco-friendly cleaning products that align with traditional values. Additionally, the harsh climate necessitates effective cleaning solutions that can withstand extreme weather conditions. Regulatory efforts to promote environmental sustainability further encourage the adoption of green products, fostering innovation in local brands to meet these specific consumer needs.

Underlying macroeconomic factors: The Home & Laundry Care market in Kazakhstan is significantly influenced by macroeconomic factors such as national economic health, consumer spending patterns, and global commodity prices. The country's economic stability, bolstered by natural resource exports, impacts disposable income and consumer confidence, encouraging investment in quality cleaning products. Inflation rates and fiscal policies aimed at promoting local manufacturing further shape market dynamics by making eco-friendly options more accessible. Additionally, global trends toward sustainability and health consciousness drive demand for innovative, environmentally friendly products, aligning with Kazakhstan's cultural values and regulatory support for green initiatives.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.