Beauty and Personal Care in Kazakhstan

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.

The 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.

BEAUTY AND PERSONAL CARE IN KAZAKHSTAN

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Multinational companies reinforce their leadership positions by successfully anticipating the new consumer demands in the pandemic
Retailing shift
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENTGLOBAL INDUSTRY ENVIRONMENTDISCLAIMER

SOURCES

Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

Mass beauty and personal care driven by demand for essential personal care products
Direct sellers pioneering phygital experience with their customers
Leading mass players secure their positions in 2020

RECOVERY AND OPPORTUNITIES

Mass fragrances and mass colour cosmetics will be slowest to recover
New consumer trends in mass beauty and personal care
Digitalisation of mass beauty and personal care

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
PREMIUM BEAUTY AND PERSONAL CARE IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

COVID-19-related restrictions hit the sales of premium products
Premium products to address new consumer demands
L'Oréal Kazakhstan strengthens its grip on the leadership in premium products

RECOVERY AND OPPORTUNITIES

Premium beauty and personal care products to start recovering in 2021
Continued growth for premium skin care products
Premium dermocosmetics brands will continue to grow

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
BABY AND CHILD-SPECIFIC PRODUCTS IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

Households spending only on the most essential products during the pandemic
Health and safety are the key considerations when buying a product
Johnson & Johnson maintains its leading position in baby and child-specific products in 2020

RECOVERY AND OPPORTUNITIES

Stronger growth expected in 2021
Consumers will increasingly reach for brand information online
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 2015-2020
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
BATH AND SHOWER IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

Liquid and bar soap drive strong growth in bath and shower in 2020
Producers’ effective response to spike in demand for liquid soap
Colgate-Palmolive Kazakhstan continues to lead bath and shower in 2020

RECOVERY AND OPPORTUNITIES

Bath and shower to see more moderate growth over the forecast period
Consumers to become more conscious of local brands
Manufacturers and retailers to discover new opportunities in e-commerce

CATEGORY DATA

Table 32 Sales of Bath and Shower by Category: Value 2015-2020
Table 33 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 35 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 36 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 38 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
COLOUR COSMETICS IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

Colour cosmetics among the most negatively impacted categories by COVID-19
Consumers’ social media engagement evolves in 2020
L'Oréal Kazakhstan strengthens its grip on the leadership position in colour cosmetics

RECOVERY AND OPPORTUNITIES

Colour cosmetics to bounce back with positive growth in 2021
Old and new consumer habits in the post-pandemic period
E-commerce to continue growing

CATEGORY DATA

Table 41 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 43 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020
Table 44 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 46 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 47 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 48 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Table 49 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025
DEODORANTS IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

Deodorants records a slowdown in value growth in 2020
Growing influence of health and wellness in the development of deodorants in 2020
Beiersdorf Kazakhstan winning the battle for the leadership

RECOVERY AND OPPORTUNITIES

Deodorants to record stable growth over the forecast period
Opportunities in deodorants in Kazakhstan
Distribution landscape over the forecast period

CATEGORY DATA

Table 50 Sales of Deodorants by Category: Value 2015-2020
Table 51 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 52 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 53 NBO Company Shares of Deodorants: % Value 2016-2020
Table 54 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 55 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 56 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 57 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 58 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025
DEPILATORIES IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

Sales of depilatories close to stagnation due to COVID-19-related simplified grooming regimens
Electric epilators advancement slows down the growth of manual depilatories
Procter & Gamble continues to lead depilatories in 2020

RECOVERY AND OPPORTUNITIES

Depilatories is set to grow at a moderate pace over the forecast period
Consumers will look for affordable and multifunctional solutions
Competition between brands will intensify over the forecast period

CATEGORY DATA

Table 59 Sales of Depilatories by Category: Value 2015-2020
Table 60 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 61 NBO Company Shares of Depilatories: % Value 2016-2020
Table 62 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 63 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 64 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
FRAGRANCES IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

Consumers reduced their need for perfumes in 2020
Fragrances were excluded from essential items in beauty routines in 2020
Avon Kazakhstan remains the leader in fragrances

RECOVERY AND OPPORTUNITIES

Return to positive growth for fragrances from 2021
The emergence of niche fragrance brands
Fragrance sales via e-commerce to increase over the forecast period

CATEGORY DATA

Table 65 Sales of Fragrances by Category: Value 2015-2020
Table 66 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 67 NBO Company Shares of Fragrances: % Value 2016-2020
Table 68 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 69 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 70 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 71 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 72 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
HAIR CARE IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

Colourants sees a spike in demand as growth in other hair care products either slows or declines
Consumers seek functional treatment and colouring products in 2020
Procter & Gamble takes over the leadership in hair care in 2020

RECOVERY AND OPPORTUNITIES

Hair care to see more dynamic growth in 2021
Mass products will continue to dominate hair care sales
E-commerce to open up new ways of non-price competition

CATEGORY DATA

Table 73 Sales of Hair Care by Category: Value 2015-2020
Table 74 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 75 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 76 NBO Company Shares of Hair Care: % Value 2016-2020
Table 77 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 78 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 79 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 80 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 81 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 83 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
MEN'S GROOMING IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

Men’s grooming sales decline slightly in 2020
Consumers become more price sensitive in 2020
Multinational companies continue to dominate men’s grooming in 2020

RECOVERY AND OPPORTUNITIES

Men’s grooming sales are expected to recover in 2021
Cultural shifts behind men’s grooming consumption
Distribution landscape is dominated by grocery retailers

CATEGORY DATA

Table 84 Sales of Men’s Grooming by Category: Value 2015-2020
Table 85 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 87 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020
Table 88 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 89 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 90 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 91 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 92 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025
ORAL CARE IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

COVID-19 reinforced focus on oral hygiene
Premiumisation trend in toothpaste continued in 2020
Colgate-Palmolive Kazakhstan leads, but Splat-Kosmetika is narrowing the gap

RECOVERY AND OPPORTUNITIES

Oral care to continue growing
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 2015-2020
Table 94 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 95 Sales of Toothbrushes by Category: Value 2015-2020
Table 96 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 97 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 98 NBO Company Shares of Oral Care: % Value 2016-2020
Table 99 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 100 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 102 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

SKIN CARE IN KAZAKHSTANKEY DATA FINDINGS

2020 IMPACT

Some skin care categories thrive in 2020
while others struggle during the pandemic
L'Oréal Kazakhstan holds the lead in skin care

RECOVERY AND OPPORTUNITIES

Mass facial care to lead the recovery over the forecast period
Asian beauty-inspired innovations
Opportunities in skin care

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2015-2020
Table 105 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 106 NBO Company Shares of Skin Care: % Value 2016-2020
Table 107 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 109 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
SUN CARE IN KAZAKHSTAN

KEY DATA FINDINGS

2020 IMPACT

Sun care performance is strongly affected by COVID-19
Awareness of importance of sun care products growing
Beiersdorf Kazakhstan leads sun care in 2020, but Floresan is hot on its heels

RECOVERY AND OPPORTUNITIES

Sun care to bounce back in 2021
Price-conscious consumption will prevail in the first half of the forecast period
Dermocosmetics to give rise to better-quality mass market brands

CATEGORY DATA