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1.

KAZAKHSTAN MARKET INSIGHTS
Capital: Astana
Area: 2 724,900 sq.km
POPULATION: 20,28 MLN (2025)
URBANIZATION: 63 % (2025)
GDP GROWTH: 6,2%
GDP PER CAPITA: 14 770 USD
INFLATION RATE: 11,8%
CENTERNORTH/
ASTANA
WEST / AKTOBE
ALMATY
SOUTH-EAST /
SHYMKENT
ED
P
REGION
ACB
Share
Local
ALMATY
CENTER-NORTH
SOUTH-EAST
WEST
Total​
Share in vol, %
4 846
3 999
5 093
2 663
16 571
39%
26%
23%
13%
100%
2 756
1 661
1 612
968
6 997
Sales vol​, t
Other
H&N
import
2 387
828
1 815
495
1 662
266
799
239
6 662
1 828
45%
43%
BRANDS -12%; 5% 29%; 4%
DYNAMICS
& SPLIT 0%; 7%
15%; 8%
-11%; 9%
40%; 17%
SHADRINSKYI
30%; 11%
DYNAMICS
CHANNEL VOL
SPLIT
+18%
+12% +40% +108%
48%
25%
17% 6% 4%
CHANNEL ACB
6%
SPLIT
39%
DYNAMICS
KA VOL SPLIT
Sales vol​, t
SPECIA
CEREAL
BASE
AMN
total
LS
S
225,1
29,7
1,9
10,3
267,1
REGION
ACB
Share
ALMATY
CENTERNORTH
SOUTH-EAST
WEST
Total​
BRANDS
Share in vol, %
867
30%
776
18%
888
491
3 022
27%
25%
100%
134,7
207,3
199,6
766,8
18,4
23,3
17,1
88,5
2,6
0,6
0,9
6,1
8,7
9,3
7,4
35,7
-12%; 1%
85%
10%
1%
4%
3%; 1%
-41%; 0%
NUTRILON
MALYUTKA
-10%;
30%
MALYSH
AMN
10%; 68%
BEBELAC
ENTERPRENEURS
3%
MAGNUM
RASTISHKA
SN
Vol dynamics; share in vol
100%
12%
ACTIMEL
Vol dynamics; share in vol
DYNAMICS
& SPLIT
5 971
3 971
3 540
2 006
15 487
KA
-1%; 23%
30%; 16%
Dynamics​ vol YTD’Sep vs LY, %
Other
Local
H&N
total
import
3%
19%
4%
9%
2%
30%
-6%
12%
20%
34%
0%
24%
2%
12%
-3%
5%
6%
24%
0%
12%
total
ACTIVIA
PROSTOKVASH
INO
DANONE
KAZ TEAM INFO:
RSM – 4
TSM – 11
SV – 45
SR – 243
MIX SR - 38
MR – 158
MEDICAL – 32
KAZ RETAIL INFO:
MT – 974
TT – 14 986
E-COM – 48
OTHER – 698
BABY STORES –
132
PHARMA – 1 439
SKIF
DINA
ANVAR
3%
OTHER
-9%
+7% +4%0%
+13%
29%
21%
40%
6%4%
Dynamics​ vol YTD’Sep vs LY, %
SPECIA
CEREAL
BASE
AMN
total
LS
S
10%
12%
-37%
-23%
7%
164,5
0%
240,5
-2%
225,0
9%
897,0
4%
PHARMACY
KA
100%
1%
95%
-24%
-4%
-16%
-24%
6%
-48%
-25%
4%
-12%
-24%
PROXIMITY E-COM
+18%
DYNAMICS
CHANNEL VOL
SPLIT
CHANNEL ACB
SPLIT
33%
47%
+9%
18%
+77%+57% -40% -8%
15%
14% 10%5%
23%
Zerde
10% 3%5%
-1%
-4%
7%
3%
OTHER
-14% +59% -10%
-11%
37%
Detskiy mir
DYNAMICS
TOP CLIENTS
VOL SPLIT
52%
28%
Magnum E-com
-12%
48%
1%

2.

ALMATY REGION MARKET INSIGHTS
Main city: Almaty
Area: 223,900 sq.km
POPULATION: 3,91 MLN (2025)
ALMATY CITY: 2,33 MLN(2025)
SALES MODEL & SHARES.
EDP:
ALMATY – DC MODEL
TALDYKORGAN, ZHARKENT – DISTRIBUTOR
MODEL
SHARE of BUSINESS – 39% YTD’25
TALDYKORGAN
SN:
ALMATY – DC MODEL
TALDYKORGAN, ZHARKENT – DISTRIBUTOR
MODEL
SHARE of BUSINESS – 30% YTD’25
SHARE of CATEGORIES – IF 27%; FO 33%;
GUM 24%;
TN 10%; CEREALS 4%; AMN 2%
ZHARKENT
ALMATY
ALMATY TEAM INFO: RSM – 1
TSM – 2
70
SR MIX - 5 MR – 75 MEDICAL - 5
ED
P
REGION
ACB
Share
Local
KA
ENTREPRENE
URS
PROXIMITY
E-COM
OTHER
Total​
Share in vol, %
BRANDS
204
43%
1 121
2 773
28%
1 749
27
131
4 884
13%
10%
6%
100%
DYNAMICS
-5%; 7%
& SPLIT
SR –
Sales vol​, t​
Other
H&N
import
1 017
405
800
693
392
322
201
248
241
107
2 756
2 387
ACTIVIA 40%
46%
32%; 5% -9%; 5%
Dynamics​ vol YTD’Sep vs LY, %​
total​
Local
H&N
Other import
total​
2 543
-11%
10%
-9%
-4%
158
59
143
63
828
1 650
773
592
412
5 971
15%
-14%
5%
349%
3%
24%
0%
54%
188%
19%
10%
-21%
48%
89%
4%
18%
-9%
32%
231%
9%
14%
100%
DANONE
10%; 7%
-3%; 24%
20%; 8%
37%; 18%
-8%; 10%
SV – 11
21%; 16%
PROSTOKVASH
INO
SHADRINSKYI
MAGNUM
SKIF
TOIMART
DYNAMICS
-11%
KA VOL SPLIT
49%
SURAYA
AK ZHOL
+2%
OTHER
+27%+6% 0%
25%
8% 5% 10%
ACTIMEL
RASTISHKA
SN
REGION
ACB
Share
BASE
PHARMACY
KA
E-COM
PROXIMITY
OTHER
Total​
Share in vol, %
434
174
11
237
11
867
32%
31%
24%
11%
2%
100%
72,5
67,6
51,0
27,3
6,7
225,1
-17%; 0%
Sales vol​, t
SPECIA
CEREAL
AMN
total
LS
S
10,4
1,1
2,2
86,1
8,1
0,6
5,3
81,6
10,3
0,3
1,9
63,4
0,6
0,0
0,7
28,7
0,3
0,0
0,2
7,3
29,7
1,9
10,3
267,1
84% 1% 11%
-37%;
NUTRILON
BRANDS
DYNAMICS
& SPLIT
MALYUTKA
-3%; 31%
14%; 68%
BEBELAC
AMN
1%
4%
Detskiy mir
Dynamics​ vol YTD’Sep vs LY, %
SPECIA
CEREAL
BASE
AMN
total
LS
S
-5%
-13%
-44%
-28%
-7%
-8%
4%
-27%
-27%
-8%
71%
65%
-14%
-7%
65%
23%
8%
-76%
-32%
20%
56%
67%
10%
12%
-37%
-23%
7%
100%
Magnum E-com
DYNAMICS
TOP CLIENTS
VOL SPLIT
+19% +39%
16%
20%
Magnum
Europharma
-39% 0%
+8%
7% 6%
51%
OTHER