The requirement for the "Made in Kazakhstan" labeling now applies not only to retail chains but also to online platforms. The Ministry of Trade and Integration of Kazakhstan is strengthening the rules for promoting domestic goods both in offline retail and e-commerce. Marketplaces will be required to implement mandatory mechanisms for the priority display of Kazakhstani products in search results and to create separate "Made in Kazakhstan" sections. Currently, the package of relevant legislative amendments is undergoing coordination procedures with interested state bodies. This was stated by the Acting Minister of Trade and Integration of the Republic of Kazakhstan, Aizhan Bijanova, at the round table "Promotion of the national brand 'Made in Kazakhstan' in retail chains."

The new requirements are part of a broader state policy to support domestic producers. Legislation already mandates a mandatory share of Kazakhstani goods in retail outlets. Today, it constitutes at least 30 percent of the assortment. An additional up to 20 percent of shelf space can be allocated through support programs involving the "Damu" fund. In total, domestic products can occupy up to half of a store's assortment.

"At the same time, it is no less important for the buyer to see the domestic product. Therefore, the legislation establishes requirements not only for the quantity but also for the quality of the display of domestic products. Products from domestic manufacturers should be placed in visually and physically accessible locations at the buyer's eye level. This is the so-called 'golden shelf.' It is from this shelf that the buyer takes the product first. I think the Kazakhstani producer has the right to this place," noted Aizhan Bijanova.

The effectiveness of such approaches is confirmed by the results of an experiment by the National Analytical Center at Nazarbayev University. Together with the Magnum retail chain, researchers tested behavioral tools to promote Kazakhstani cheeses. The project was implemented with methodological support from the British company Behavioural Insights Team, specializing in behavioral science.

The stores used simple visual solutions: banners, shelf dividers, stickers, shelf strips, and audio announcements emphasizing the "Made in Kazakhstan" labeling. The experiment took place in a real shopping environment over four weeks.

The result exceeded international benchmarks. Sales of Kazakhstani cheese in the pilot stores increased by 20 percent. For comparison: the global average effect of similar behavioral tools is estimated at about 8 percent.

"We decided to test behavioral tools in the Kazakhstani context using cheese as an example. Cheese is on the list of basic food products, yet it has a high share of imports (47%). In just 4 weeks of the experiment, sales of Kazakhstani cheese in the pilot stores increased by 20%! This is a very high indicator. Our experiment proves that Kazakhstani people are ready to show 'economic patriotism'; they just need help making this choice in the store, that is, making the product more recognizable and visible," noted Saltanat Dzhanenova, Director of the Center for Public Administration and Behavioral Public Policy of the NAC.

The Ministry is also strengthening control over compliance with the requirements. Appeals about violations of the legislation can serve as grounds for unscheduled inspections. Fines are provided for restricting access of domestic goods to retail networks, failure to comply with instructions, and violation of terms of work with suppliers.

In parallel, the MTI is preparing new legislative changes. It is planned to introduce the concept of an "unproductive intermediary," strengthen control over trade barriers, and enshrine the obligation of retail outlets to provide domestic producers with access to retail space when vacancies are available.

Source : https://www.gov.kz/memleket/entities/mti/press/news/details/1218105?lang=kk