Thursday, 9 March 2017

Kazakhstan consumers buying yoghurt, sour milk products for health

Yoghurt and sour milk products, which is a growing dairy category in Kazakhstan, has seen interest from health-conscious consumers who believe the products are healthy and aid the immune system and digestion. The demand has spurred manufacturers to constantly update product lines with new tastes and health-orientated additives, says Euromonitor in a report on the dairy market in Kazakhstan.

Euromonitor identified Wimm-Bill-Dann Produkty Pitania as the leading company in 2016 with a 21% share of retail value sales for yoghurt and sour milk products. "This international manufacturer offered a wide range of yoghurt and sour milk products in Kazakhstan. Its leadership in retail value sales terms was due to comparatively high unit prices and strong marketing campaign," Euromonitor stated in an introduction to the report.

According to Euromonitor, Wimm-Bill-Dann Produkty Pitania also topped the 'other' dairy category, with a 17% share of retail value sales. The company offers brands such as Chudo, Domik v Derevne and Vesely Molochnik in chilled and shelf stable desserts, chilled snacks, cream, fromage frais and quark.

The increasing popularity of non-traditional products, such as chilled and shelf stable desserts, chilled snacks and coffee whiteners, will stimulate volume and value growth. Euromonitor says there will also strong demand for cream, condensed milk, fromage frais and quark*, as they include traditional products that remain popular among Kazakhstanis. Cream is consumed with tea for instance, while smetana (sour cream) is mainly taken with traditional hot meals like meat as well as berry dumplings and pancakes.


Buy the Euromonitor report on Dairy in Kazakhstan (December 2016)

*Quark is a dairy product made by warming soured milk and then straining it. The curds are spoonable and are said to have a mild flavour that goes well with both sweet and savoury dishes.