Cosmetics And Toiletries in Kazakhstan
Euromonitor International's Cosmetics And Toiletries in Kazakhstan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 118 | Publication date: Jun 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Growth slowing down but market still performing well
In 2008 Kazakhstan’s cosmetics and toiletries market demonstrated healthy growth, which was, however, lower than the review period average. The slowdown in growth is attributed to shifting consumer preferences, mainly cutting down on premium goods. Premium cosmetics, especially premium hair care and premium fragrances, saw a nosedive in 2008, which positively affected mass fragrances and mass hair care growth rates. In addition, a number of customers traded down to cheaper products in a number of sectors, where spending extra was no longer perceived as rational, such as oral hygiene, particularly toothbrushes.
Civilised retailing taking over “grey” market
A key trend in Kazakhstan’s cosmetics and toiletries market in 2008 can be described as civilised retiling taking over the “grey” market – that is western type outlets with certified goods replacing street bazaars and markets very often offering counterfeit cosmetics and toiletries. This was evident throughout the review period, but is maintaining momentum. Moreover, civilised retailing is spreading further into the regions, with a number of specialised outlets opening their doors to customers in Aktau, Atyrau, Karaganda and other cities. The market is not yet as sophisticated as in Western Europe, so retailers concentrate their efforts on conquering the ground first and blanketing the country with outlets.
Top three players hold over one-third of total sales value
Competition in the cosmetics and toiletries market in Kazakhstan is fierce, with the top three players – Oriflame, Procter & Gamble Co and Avon – sharing more than one-third of total sales value. Local producers are at present incapable of competing with international companies, so the market is divided between multinationals. 2008 proved to be a successful year for direct sellers, which increased their share at an expense of other manufacturers.
Direct selling accounts for over quarter of sales
The strong performance of Oriflame and Avon allowed the direct selling channel to account for one-quarter of Kazakhstan’s total cosmetics and toiletries value sales in 2008. Women who became redundant because of the financial crisis tried their hand at direct selling, which positively influenced the growth of this channel. People strive for quality, reliability and professional advice available at store-based retailers.
Financial crisis and consumer caution expected to curb growth over forecast period
Over the forecast period growth rates are expected to remain positive. Trading down is expected to occur in the regions, where people with lower incomes and financially insecure will try to spend their money more efficiently and use cosmetics and toiletries more sparingly. This, however, will be compensated by active purchasing from middle and upper income layers of the society, which represent the major purchasing power and are unlikely to be affected by the crisis in a significant manner. Kazakhstan’s GDP is expected to show a healthy grow of 5-8 per cent over the forecast period, and according to CIS statistic committee in 2008 real disposable incomes also grew and the trend is expected to remain.
Table of contents
COSMETICS AND TOILETRIES IN KAZAKHSTAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth slowing down but market still performing well
Civilised retailing taking over “grey” market
Top three players hold over one-third of total sales value
Direct selling accounts for over quarter of sales
Financial crisis and consumer caution expected to curb growth over forecast period
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 14 Sales of Baby Care by Subsector: Value 2003-2008
Table 15 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 16 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 17 Baby Care Company Shares by Retail Value 2004-2008
Table 18 Baby Care Brand Shares by Retail Value 2005-2008
Table 19 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 20 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 21 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 22 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 23 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 24 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 25 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 26 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 27 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Deodorants by Subsector: Value 2003-2008
Table 32 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 33 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 34 Deodorants Company Shares by Retail Value 2004-2008
Table 35 Deodorants Brand Shares by Retail Value 2005-2008
Table 36 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 37 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 38 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 39 Sales of Hair Care by Subsector: Value 2003-2008
Table 40 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 41 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 42 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 43 Hair Care Company Shares by Retail Value 2004-2008
Table 44 Hair Care Brand Shares by Retail Value 2005-2008
Table 45 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 46 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 47 Hair Care Premium Brand Shares 2005-2008
Table 48 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 49 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 50 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 51 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 52 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 53 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 54 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 55 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 56 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 57 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 58 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN’S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 59 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 60 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 61 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 62 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 63 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 64 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 65 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 66 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 67 Retail Sales of Manual Toothbrushes by Type: % Analysis 2004-2009
Table 68 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 69 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 70 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 71 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 72 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 73 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 74 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 75 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 76 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 77 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 78 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 79 Retail Sales of Fragrances by Concentration 2004-2009 (estimate)
Table 80 Sales of Fragrances by Subsector: Value 2003-2008
Table 81 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 82 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 83 Fragrances Company Shares by Retail Value 2004-2008
Table 84 Fragrances Brand Shares by Retail Value 2005-2008
Table 85 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 86 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 87 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 88 Sales of Skin Care by Subsector: Value 2003-2008
Table 89 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 90 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 91 Skin Care Company Shares by Retail Value 2004-2008
Table 92 Skin Care Brand Shares by Retail Value 2005-2008
Table 93 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 94 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 95 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 96 Sales of Depilatories by Subsector: Value 2003-2008
Table 97 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 98 Depilatories Company Shares by Retail Value 2004-2008
Table 99 Depilatories Brand Shares by Retail Value 2005-2008
Table 100 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 101 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 102 Sales of Sun Care by Subsector: Value 2003-2008
Table 103 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 104 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 105 Sun Care Company Shares by Retail Value 2004-2008
Table 106 Sun Care Brand Shares by Retail Value 2005-2008
Table 107 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 108 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 109 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013
AVON KAZAKHSTAN
Strategic Direction
Key Facts
Summary 2 Avon Kazakhstan: Key Facts
Company Background
Competitive Positioning
Summary 3 Avon Kazakhstan: Competitive Position 2008
FABERLIC KAZAKHSTAN LTD
Strategic Direction
Key Facts
Summary 4 Faberlic-Kazakhstan Ltd: Key Facts
Company Background
Competitive Positioning
HENKEL KGAA
Strategic Direction
Key Facts
Summary 5 Henkel KGaA: Key Facts
Company Background
Competitive Positioning
Summary 6 Henkel KGaA: Competitive Position 2008
ORIFLAME KAZAKHSTAN
Strategic Direction
Key Facts
Summary 7 Oriflame Kazakhstan: Key Facts
Summary 8 Oriflame Kazakhstan: Operational Indicators
Company Background
Competitive Positioning
Summary 9 Oriflame Kazakhstan: Competitive Position 2008