ANALYSIS OF COVID-19 IMPACT ON THE FMCG MARKET IN KAZAKHSTAN

Abstract

As a result of restrictive measures to combat COVID-19, new economic and social conditions have been formed. The pandemic has contributed to a major economic transformation, structural changes in lifestyles and health, and an opportunity to accelerate development and digital commerce. The scientific article analyzed the changes formed during the pandemic in the FMCG sector of Kazakhstan. The results of the sales structural transformation are reflected in the form of a trade turnover statistical interpretation in the pre-COVID and post-COVID period. Changes in individual FMCG categories and groups were analyzed in detail using statistical comparison and observation methods. In order to form a forecast for the application and change of strategies in the consumer goods market, an expert interview was organized and conducted. As a result of the primary research data systematization, key factors for the development of the trade market and a change in the strategic approach to managing these factors before, during and after the pandemic were identified. In conclusion, recommendations were made for focusing a trading strategy for online and offline retail businesses. The results of the study can be used by Kazakhstani FMCG and retail companies, online stores, marketplaces when building an online trade development strategy, studying modern consumer behavior, as well as formulating a trade marketing policy.

Keywords: FMCG market; analysis of sales structure; impact of COVID-19; trading strategies transformation;post-COVID period; expert interview.