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Report
Beauty and Personal Care in Kazakhstan
Market Direction I 2022-06-17 I 112 Pages I Euromonitor
Beauty and personal care in Kazakhstan will see a rebound in value sales growth in 2021, recovering from the negligible value growth recorded in the first year of the pandemic. Although there were some restrictions at the start of the year, consumers largely returned to their pre-COVID-19 lifestyles, leading to greater demand and greater opportunity to shop for beauty and personal care. This led to store-based retailing regaining the lost share of 2020 and e-commerce seeing growth at a lower rat...
Euromonitor International's Beauty and Personal Care in Kazakhstan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Beauty and Personal Care in Kazakhstan
Euromonitor International
June 2022
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN KAZAKHSTAN
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Self-care trend boosts sales in skin care, sun care, and hair care but rising prices limit volume sales
International giants continue to strongly lead thanks to wide distribution and advertising investments
Despite continued phygital experience, direct sellers lose share
PROSPECTS AND OPPORTUNITIES
Self-care trend expected to be the driver of sales in mass beauty and personal care
Price consciousness to remain important though consumers will also continue to demand more from their products
Digitalisation of mass beauty and personal care to continue
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales rise as affluent consumers pamper themselves during the pandemic
L'Oreal Kazakhstan strengthens its grip on the category leadership as players adjust their portfolios to meet customer demands
Greater availability of at-home DIY treatments boosts premium sales
PROSPECTS AND OPPORTUNITIES
Premium trends set to persist and lead to greater competition amongst players
Personalisation of formula is expected to be a major trend in premium skin care
Premium dermocosmetics will continue to grow thanks to greater awareness and growing network of chemists/pharmacies
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand remains stable and influenced by demographics rather than COVID-19
Health and safety are the key considerations when buying a product
Johnson & Johnson maintained leading position in baby and child-specific products
PROSPECTS AND OPPORTUNITIES
High number of children per household will sustain sales through the forecast period
Consumers will increasingly seek healthier and less harmful ingredients in baby and child-specific products
E-commerce will drive the distribution of baby and child-specific products
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Bath and shower continues to grow thanks to increased interest in hygiene
Decline for hand sanitisers/gels as category saturates and such items become widely available in public
Colgate-Palmolive continues to lead bath and shower thanks to expansion of portfolio
PROSPECTS AND OPPORTUNITIES
Lingering cleanliness trend will continue to increase value sales, whilst price consciousness mitigates growth
Consumers to become more conscious of local brands and sustainability trends
Manufacturers and retailers to discover new opportunities in e-commerce
CATEGORY DATA
Table 32 Sales of Bath and Shower by Category: Value 2016-2021
Table 33 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 35 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 36 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 38 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Partial recovery as consumers start returning to their pre-pandemic lifestyles
Consumers' social media engagement evolves to reach consumers in their homes
L'Oreal strengthens its leading share in colour cosmetics thanks to the success of its two leading mass brands
PROSPECTS AND OPPORTUNITIES
Full recovery expected as consumers return to their pre-pandemic lives and make-up habits
East Asian beauty trends to influence launches in colour cosmetics
E-commerce to continue growing thanks to greater product assortment and engagement on social media
CATEGORY DATA
Table 41 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 43 Sales of Colour Cosmetics by Premium vs Mass: % Value 2016-2021
Table 44 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 46 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 47 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 48 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Table 49 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2021-2026
DEODORANTS IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Value growth accelerates with deodorant sprays remaining the preferred format
Growing health and wellness trends influence development of deodorants
Beiersdorf maintained newly won top position whilst Amway sees fastest growth
PROSPECTS AND OPPORTUNITIES
Stable growth expected as price sensitivity and special discounts prevent strong value growth acceleration
Younger population creates opportunities for new launches in deodorants
Distribution landscape unlikely to see major changes
CATEGORY DATA
Table 50 Sales of Deodorants by Category: Value 2016-2021
Table 51 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 52 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 53 NBO Company Shares of Deodorants: % Value 2017-2021
Table 54 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 55 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 56 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 57 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 58 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth accelerated as consumers resumed more active lifestyles
Widening accessibility of electric epilators and laser treatments slows the growth of manual depilatories
Procter & Gamble dominates sales thanks to the strength of its Gillette brand
PROSPECTS AND OPPORTUNITIES
Price sensitivity will remain the main deterrent to stronger growth in depilatories
Consumers will look for bigger pack sizes and multifunctional solutions
Competition between brands will intensify as other more permanent hair removal options limit audience for depilatories
CATEGORY DATA
Table 59 Sales of Depilatories by Category: Value 2016-2021
Table 60 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 61 NBO Company Shares of Depilatories: % Value 2017-2021
Table 62 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 63 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 64 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Improved performance as consumers seek to express more positive emotions through wearing different scents
Stronger growth in premium fragrances than mass thanks to desire of affluent consumers to treat themselves
Mary Kay attains leading position as direct seller Avon Cosmetics falters
PROSPECTS AND OPPORTUNITIES
Innovative launches and demand for premium scents will support sales recovery
Niche fragrance brands set to emerge as consumers become more selective in their fragrances purchases
Fragrance sales via e-commerce to increase as retailers expand portfolios
CATEGORY DATA
Table 65 Sales of Fragrances by Category: Value 2016-2021
Table 66 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 67 NBO Company Shares of Fragrances: % Value 2017-2021
Table 68 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 69 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 70 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 71 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 72 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Greater time at home leads consumers to invest in salon professional hair care products to undertake DIY hair solutions
Consumers seek functional treatments and colouring products
Procter & Gamble maintains newly gained leadership in hair care
PROSPECTS AND OPPORTUNITIES
Stable growth expected as frequent price discounts mitigate potential value growth
Mass products will dominate hair care sales as price consciousness remains
Companies to promote more online if though e-commerce is set to remain a niche
CATEGORY DATA
Table 73 Sales of Hair Care by Category: Value 2016-2021
Table 74 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 75 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 76 NBO Company Shares of Hair Care: % Value 2017-2021
Table 77 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 78 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 79 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 80 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 81 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 83 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return to offices and socialising boosts demand for men's grooming
Value growth in men's shaving accelerates as more men opt for a clean-shaven look
Multinational companies continue to dominate men's grooming
PROSPECTS AND OPPORTUNITIES
Robust growth expected though demand will centre around basic staple products
Cultural shifts set to influence men's grooming habits and consumption
Distribution landscape will remain dominated by grocery retailers
CATEGORY DATA
Table 84 Sales of Men's Grooming by Category: Value 2016-2021
Table 85 Sales of Men's Grooming by Category: % Value Growth 2016-2021
Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 87 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 88 NBO Company Shares of Men's Grooming: % Value 2017-2021
Table 89 LBN Brand Shares of Men's Grooming: % Value 2018-2021
Table 90 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 91 Forecast Sales of Men's Grooming by Category: Value 2021-2026
Table 92 Forecast Sales of Men's Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Limited impact from COVID-19 as consumers continue to ensure good oral hygiene
Premiumisation trend in toothpaste continues thanks to discounts and willingness to experiment with different flavours and textures
Colgate-Palmolive maintains leads with increasing commitment to sustainability and natural ingredients
PROSPECTS AND OPPORTUNITIES
Strong prospects as consumers become more aware of different oral care routines and experiment with different toothpaste formulae
Dynamic performance expected by electric toothbrushes
E-commerce growth to encourage new ways of online engagement with consumers
CATEGORY DATA
Table 93 Sales of Oral Care by Category: Value 2016-2021
Table 94 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 95 Sales of Toothbrushes by Category: Value 2016-2021
Table 96 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 97 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 98 NBO Company Shares of Oral Care: % Value 2017-2021
Table 99 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 100 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 102 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Skin care benefits from pandemic thanks to consumers developing new beauty routines during home seclusion
Dermocosmetics see rising demand as consumers seek visibly healthy skin
L'Oreal maintains lead thanks to adaptability to pandemic trends, wide availability in grocery retailers, and actively innovating
PROSPECTS AND OPPORTUNITIES
Robust growth for skin care as consumers seek healthy and health-looking skin
East Asian beauty inspiration to influence skin care sales in Kazakhstan
Opportunities in skin care for players with multi-functional products
CATEGORY DATA
Table 104 Sales of Skin Care by Category: Value 2016-2021
Table 105 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 106 NBO Company Shares of Skin Care: % Value 2017-2021
Table 107 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 109 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN KAZAKHSTAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Greater opportunity to spend time outside leads to full recovery for sun care
Limited demand for self-tanning due to non-essential status
Beiersdorf Kazakhstan leads sun care thanks to reliability of Nivea Sun brand
PROSPECTS AND OPPORTUNITIES
Awareness of sun's harmful effects will continue to boost sales and new launches
Price-conscious consumption will prevail in the first half of the forecast period
Dermocosmetics to give rise to better-quality mass brands and strengthen competition
CATEGORY DATA
Table 111 Sales of Sun Care by Category: Value 2016-2021
Table 112 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 113 Sales of Sun Care by Premium vs Mass: % Value 2016-2021
Table 114 NBO Company Shares of Sun Care: % Value 2017-2021
Table 115 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 117 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
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