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Beauty and Personal Care in Kazakhstan

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    Report

  • 106 Pages
  • April 2024
  • Region: Kazakhstan
  • Euromonitor International
  • ID: 2638985
Global geopolitical events in 2023 spurred a shift in investments, with a portion of funds from large companies flowing from Russia to Kazakhstan. This influx of immigrants, businesses that were relocated, and newly recruited personnel bolstered Kazakhstan's financial standing and created a population group with disposable income. This, in turn, has stimulated sales within beauty and personal care, which experienced growth in both value and volume terms in 2023.

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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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.

Table of Contents

EXECUTIVE SUMMARY
  • Beauty and personal care in 2023: The big picture
  • 2023 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 2018-2023
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Value reigns supreme in bath and shower products
  • Salon professional hair care feels the pinch as consumers seek alternatives
  • International dominance with a growing social media influence
PROSPECTS AND OPPORTUNITIES
  • Affordability and accessibility: Cornerstones of future growth
  • The rise of conscious consumers and evolving beauty preferences
  • A dynamic distribution landscape and the rise of e-commerce
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Growth in premium beauty and personal care and key players
  • Factors driving growth in premium fragrances
  • Shifting skin care habits and adapting to change
PROSPECTS AND OPPORTUNITIES
  • Retail expansion: A catalyst for premium products
  • Dermocosmetics: A category poised for success
  • E-commerce: A powerful growth channel
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Rise in birth rate and growing parental awareness drive demand
  • Growing importance of sun care and skin care for babies and children
  • Johnson & Johnson Inc remains leader in baby and child-specific products
PROSPECTS AND OPPORTUNITIES
  • Soaring demand for specialised care
  • The importance of communication and premiumisation
  • Natural ingredients take centre stage
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
  • Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
  • Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
  • Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
  • Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • The rise of liquid soap and enduring popularity of bar soap
  • Price-driven shower gels
  • Competitive landscape
PROSPECTS AND OPPORTUNITIES
  • Rising demand for liquid soap and body wash
  • Increasing awareness propels intimate hygiene market
  • Freshness and naturalness define shower gels
CATEGORY DATA
  • Table 33 Sales of Bath and Shower by Category: Value 2018-2023
  • Table 34 Sales of Bath and Shower by Category: % Value Growth 2018-2023
  • Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
  • Table 36 NBO Company Shares of Bath and Shower: % Value 2019-2023
  • Table 37 LBN Brand Shares of Bath and Shower: % Value 2020-2023
  • Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
  • Table 39 Forecast Sales of Bath and Shower by Category: Value 2023-2028
  • Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
  • Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Market saturation and growth
  • Stagnant nail polish sales
  • L'Oréal maintains dominance whilst Korean brands emerge
PROSPECTS AND OPPORTUNITIES
  • Expanding retail landscape drives growth
  • Lip care rebound and innovation
  • BB/CC creams: A promising future for multifunctional products
CATEGORY DATA
  • Table 42 Sales of Colour Cosmetics by Category: Value 2018-2023
  • Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
  • Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
  • Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
  • Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
  • Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
  • Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2023-2028
DEODORANTS IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Growing demand across demographics
  • Deodorant sprays reign supreme for hygiene and convenience
  • Innovation and brand activity drive the future
PROSPECTS AND OPPORTUNITIES
  • Retail expansion fuels growth
  • Continued dominance of sprays and the rise of convenient stick deodorants
  • Decline of deodorant creams
CATEGORY DATA
  • Table 51 Sales of Deodorants by Category: Value 2018-2023
  • Table 52 Sales of Deodorants by Category: % Value Growth 2018-2023
  • Table 53 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
  • Table 54 NBO Company Shares of Deodorants: % Value 2019-2023
  • Table 55 LBN Brand Shares of Deodorants: % Value 2020-2023
  • Table 56 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
  • Table 57 Forecast Sales of Deodorants by Category: Value 2023-2028
  • Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
  • Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Price stabilisation and shifting preferences
  • The rise of electric shavers and salon services and the allure of laser hair removal
  • Competitive landscape and consumer choice
PROSPECTS AND OPPORTUNITIES
  • Rebuilding product assortment and private label growth
  • Regional growth and evolving preferences
  • The rise of refill blades and sustainability
CATEGORY DATA
  • Table 60 Sales of Depilatories by Category: Value 2018-2023
  • Table 61 Sales of Depilatories by Category: % Value Growth 2018-2023
  • Table 62 NBO Company Shares of Depilatories: % Value 2019-2023
  • Table 63 LBN Brand Shares of Depilatories: % Value 2020-2023
  • Table 64 Forecast Sales of Depilatories by Category: Value 2023-2028
  • Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • The rise of premium fragrances
  • The budding allure of unisex fragrances
  • Mary Kay reigns supreme in mass fragrances and premium powerhouses make bold moves
PROSPECTS AND OPPORTUNITIES
  • Buoyant performance for fragrances lies ahead
  • The rise of influencer marketing and celebrity endorsements
  • Premium fragrances set to gain further share
CATEGORY DATA
  • Table 66 Sales of Fragrances by Category: Value 2018-2023
  • Table 67 Sales of Fragrances by Category: % Value Growth 2018-2023
  • Table 68 NBO Company Shares of Fragrances: % Value 2019-2023
  • Table 69 LBN Brand Shares of Fragrances: % Value 2020-2023
  • Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
  • Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
  • Table 72 Forecast Sales of Fragrances by Category: Value 2023-2028
  • Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Price hikes and enduring demand
  • The rise of Korean brands and the decline of styling products
  • Procter & Gamble maintains dominance
PROSPECTS AND OPPORTUNITIES
  • The rise of "healthy hair" and premium products
  • Price sensitivity and the rise of local brands
  • Environmental considerations: A long-term play
CATEGORY DATA
  • Table 74 Sales of Hair Care by Category: Value 2018-2023
  • Table 75 Sales of Hair Care by Category: % Value Growth 2018-2023
  • Table 76 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
  • Table 77 NBO Company Shares of Hair Care: % Value 2019-2023
  • Table 78 LBN Brand Shares of Hair Care: % Value 2020-2023
  • Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
  • Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
  • Table 81 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
  • Table 82 Forecast Sales of Hair Care by Category: Value 2023-2028
  • Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
  • Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Post-pandemic grooming renaissance
  • The rise of the bearded man (and the products to maintain it)
  • A competitive landscape with global dominance
PROSPECTS AND OPPORTUNITIES
  • The allure of premium fragrances
  • Affordability reigns supreme in everyday Essentials
  • E-commerce faces robust growth
CATEGORY DATA
  • Table 85 Sales of Men’s Grooming by Category: Value 2018-2023
  • Table 86 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
  • Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
  • Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
  • Table 89 NBO Company Shares of Men’s Grooming: % Value 2019-2023
  • Table 90 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
  • Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
  • Table 92 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
  • Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Supply chain disruptions and uneven growth
  • The rise of premium oral care
  • Colgate-Palmolive Kazakhstan TOO maintains leadership position
PROSPECTS AND OPPORTUNITIES
  • Desire for a healthy smile will stimulate growth in oral care
  • Electric toothbrushes to gain popularity
  • Further diversity expected in toothpastes
CATEGORY DATA
  • Table 94 Sales of Oral Care by Category: Value 2018-2023
  • Table 95 Sales of Oral Care by Category: % Value Growth 2018-2023
  • Table 96 Sales of Toothbrushes by Category: Value 2018-2023
  • Table 97 Sales of Toothbrushes by Category: % Value Growth 2018-2023
  • Table 98 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
  • Table 99 NBO Company Shares of Oral Care: % Value 2019-2023
  • Table 100 LBN Brand Shares of Oral Care: % Value 2020-2023
  • Table 101 Forecast Sales of Oral Care by Category: Value 2023-2028
  • Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
  • Table 103 Forecast Sales of Toothbrushes by Category: Value 2023-2028
  • Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Price sensitivity and brand switching
  • Korean skin care gains popularity
  • L’Oréal Kazakhstan TOO leads in skin care
PROSPECTS AND OPPORTUNITIES
  • Dermocosmetics: A category on the rise
  • The power of social media influencers
  • Sun protection becomes part of daily skin care routine while use of serums extends beyond facial care
CATEGORY DATA
  • Table 105 Sales of Skin Care by Category: Value 2018-2023
  • Table 106 Sales of Skin Care by Category: % Value Growth 2018-2023
  • Table 107 NBO Company Shares of Skin Care: % Value 2019-2023
  • Table 108 LBN Brand Shares of Skin Care: % Value 2020-2023
  • Table 109 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
  • Table 110 Forecast Sales of Skin Care by Category: Value 2023-2028
  • Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN KAZAKHSTANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Sun care enjoys another promising year of recovery
  • The allure of premium protection
  • Beiersdorf Kazakhstan TOO remains category leader
PROSPECTS AND OPPORTUNITIES
  • Awareness of sun care is on the rise
  • Price-conscious consumption will prevail in the first half of the forecast period
  • E-commerce stands to make gains in sun care
CATEGORY DATA
  • Table 112 Sales of Sun Care by Category: Value 2018-2023
  • Table 113 Sales of Sun Care by Category: % Value Growth 2018-2023
  • Table 114 Sales of Sun Care by Premium vs Mass: % Value 2018-2023
  • Table 115 NBO Company Shares of Sun Care: % Value 2019-2023
  • Table 116 LBN Brand Shares of Sun Care: % Value 2020-2023
  • Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
  • Table 118 Forecast Sales of Sun Care by Category: Value 2023-2028
  • Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028