What is happening to the household appliances market in Kazakhstan

The Kazakhstani market of household appliances has reached a state in which almost every home already has a refrigerator, washing machine and vacuum cleaner. Instead of slowing down, the market continues to grow: retail sales of electrical household appliances in 2025 increased by 18% and reached 923.6 billion tenge. Growth is driven not by first purchases, but by the transition of households to new generation equipment. Internal data from Dreame Kazakhstan, a leader in the robot vacuum and moisturizing categories, shows what this transition looks like in numbers. The saturation of basic equipment is close to the maximum. According to the Bureau of National Statistics, 99.9% of Kazakhstani households have a refrigerator, 99.4% have a washing machine, and 97.3% have a vacuum cleaner. 87.6% of families have a microwave oven, 52.3% have a freezer. Differences between regions remain, but in basic categories they are minimal. The lowest supply of vacuum cleaners was recorded in the Akmola region and amounted to 94%. This means that demand in the category is formed not by the first purchase, but by replacement and upgrade. At the same time, the market continues to grow at a double-digit pace. Retail trade in electrical household appliances in 2025 reached 923.6 billion tenge compared to 496.8 billion in 2020.

Over five years, the volume of money increased by 85.9%, and in 2025 alone by 18%. The category accounts for about 4.7% of all retail trade in non-food products and 3.3% of the country's total retail turnover. The contribution of prices to this growth is uneven. Over the year, the most significant increases in price were dishwashers (32.9%), electric kettles (28.8%), freezers (23.2%), cookers (22.2%), and washing machines (16.9%). Vacuum cleaners increased in price by only 4.1%, that is, noticeably slower than the market. The vacuum cleaner category is growing in money, not in pieces. In January-June 2026, 285.4 thousand vacuum cleaners were sold on the domestic market, which is 0.6% less than a year earlier. The unit volume of the category is actually stable, and the price index has increased slightly. At the same time, the structure within the category is changing: the share of devices with automation and self-service stations is growing faster than the category as a whole. Data from Dreame Kazakhstan confirms this. At the end of 2025, the brand occupies 52% of the market of robotic vacuum cleaners and 54% of the market of vertical washing vacuum cleaners in Kazakhstan. In the first year of operation on the market, in 2023, the brand’s sales increased by 220%, and in the second by 207%. The market remains almost entirely imported in the first half of the year

and 2026, imports provided 99.6% of the demand for vacuum cleaners in Kazakhstan: 302.6 thousand devices were imported into the country, domestic production amounted to 1.1 thousand units. There is no domestic production of refrigerators and freezers at all; 436.8 thousand units were imported in the first half of the year. There is noticeable localization dynamics only in washing machines, where output increased 3.4 times, and the share of domestic production reached 11.1%. For consumer categories, this means that the range and pace of renewal on the Kazakh market are set by global manufacturers, and the speed of appearance of new products here is comparable to large markets. Kazakhstan is forming new categories faster than Europe In September 2026, Dreame presented new solutions for the smart home at the IFA international consumer electronics exhibition in Berlin. Many of the new products presented at the exhibition will gradually appear on the Kazakh market over the coming year. Thus, the development of the local market is not only due to the growth of sales of existing categories, but also due to the emergence of new technological scenarios: equipment becomes more autonomous, intelligent and requires less and less manual work from the user

management. The brand’s share in the category of robotic vacuum cleaners in Kazakhstan is already 52%, which indicates the high readiness of Kazakh consumers to switch to new formats of household appliances.