Tashkent, Uzbekistan (UzDaily.com) — The FMCG markets in Uzbekistan and Kazakhstan are undergoing significant changes, driven by new consumer habits, the rapid growth of e-commerce, and increasing competition. What trends are shaping their development? How are brands adapting to evolving conditions? Experts from the innovative digital hub Wunder Digital have analyzed key industry transformation trends.

Growing Consumer Optimism

The markets in Uzbekistan and Kazakhstan are showing positive dynamics, gradually recovering from the crisis. According to Statgov.kz, in the first half of 2024, 42.4% of Kazakhstani consumers expressed confidence in their future, while 33.8% expect an improvement in their quality of life in the coming years.

By the end of 2024, Kazakhstan’s Consumer Confidence Index (CCI) rose to 104.8, exceeding the year’s starting level. In Uzbekistan, the CCI reached 129.2 in December, indicating more stable economic expectations among the population.

While consumer optimism is rising, its impact on actual purchasing behavior varies. In Kazakhstan, cautious market expectations slow the conversion of optimism into active demand, whereas in Uzbekistan, positive consumer sentiment translates more quickly into real spending. However, in Kazakhstan, market growth is more driven by inflationary trends.

A Shift Toward Rational Purchasing

Price and discounts are becoming key factors in purchasing decisions. Five years ago, around 50% of Kazakhstani consumers were promo hunters—actively seeking promotions and discounts. Today, that figure has grown to 78%.

To attract buyers, brands are not only using aggressive promotions but also offering larger package sizes to highlight economic benefits. Another noticeable trend in Kazakhstan is the growth of “digital shelves” in e-commerce and e-grocery, enabling consumers to compare prices and assortments online.

Product assortment strategy also plays a crucial role. New product launches drive consumer interest. Kazakhstani shoppers tend to purchase "mood-boosting" products for self-indulgence, whereas this behavior is less common in Uzbekistan. Instead, Uzbek consumers prefer products that can be shared with family and friends, reinforcing the local culture of hospitality.

Additionally, low-calorie products remain in high demand in both markets, especially in the dairy segment. While high-protein products are a growing global trend, they have yet to gain significant traction in the region but hold growth potential.

Hybrid Shopping: Online and Offline

The global omnichannel trend is gradually taking root in Uzbekistan and Kazakhstan. As internet penetration increases, so does the share of online shopping:

In Kazakhstan, online shopping now accounts for 13% of total purchases.

In Uzbekistan, the figure is 6%, but growing steadily.

In 2023, the average annual online shopping spend in Kazakhstan was $480 per person.

The shift to online is making consumers more discerning. They research product characteristics, compare prices, read reviews, and evaluate the overall brand value, not just price.

Marketplaces are shaping e-commerce trends. Consumers demand convenience and affordability, and the growing variety of mid-range products is making them even more selective. Effective brand communication is becoming critical—companies must:

Address consumer needs and preferences.

Engage with customers across multiple advertising channels.

Build emotional connections to sustain sales and mitigate crisis-related risks.

Another major trend is the expansion of Russian marketplaces into local markets:

In Kazakhstan, Kaspi dominates with over 80% market share.

In Uzbekistan, local platform Uzum competes successfully against Russian giants by offering installment payment plans, a key advantage not yet available from Russian players.

As a result, brands are increasingly collaborating with local platforms, recognizing the growing consumer preference for domestic services.

Conclusion

The FMCG markets in Kazakhstan and Uzbekistan are entering a post-crisis phase, but their growth patterns differ: in Uzbekistan, positive consumer sentiment translates into demand more quickly.

A rational approach to shopping is becoming a dominant factor, while e-commerce and digital solutions continue to reshape competition, particularly in Kazakhstan.

Effective consumer communication is now a strategic priority—brands must adapt to changing expectations, offer value and convenience, and build long-term relationships with their audiences.