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: 121 | Publication date: May 2008
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; Premium cosmetics; Skin care; Sun care
Executive summary
Despite fast growth, sales have a long way to go
Kazakhstan cosmetics and toiletries market is developing very rapidly compared to the sales growth in the neighbouring Russia. All product areas grew well in 2007. Skin care performed particularly well, as did hair care. As consumers’ interest in well-being increases, demand for upper-mass products also increased. However, sales remain low in terms of per capita consumption. Growth was not only because of increased demand but also because of the depreciating US dollar, which made imported goods cheaper for local consumers. Cosmetics and toiletries market is mostly represented by imported products.
New retail formats emerge
A major boost for cosmetics and toiletries market came from the expansion of the retail network in Kazakhstan. New “open sales” department stores offer both mass and exclusive premium brands. This was a major factor in 2007 in increasing sales, along with major advertising campaigns and new women’s magazines promoting fashionable lifestyles and products.
The network of cosmetics and toiletries retailers is growing. Former leaders include Franzusky Dom BSB, which operates perfumeries as well as departments in department stores and supermarkets/hypermarkets and Beauty Planet. However, these are losing distribution share to new competitors, particularly BeautyMania and Mon Amie. These chains offer “open sales” department stores, offering 40% mass products and 60% exclusive and premium brands. In Almaty BeautyMania operates in the Mega Center Almaty, one of the largest retail centres in the country, while Mon Amie operates nine outlets.
The dynamic development of hypermarkets and shopping centres also continues to boost cosmetics and toiletries. Real estate developers focused on the main cities of Kazakhstan, such as Almaty, Astana, Atyrau, Aktau, Karaganda and Shimkent.
Sales led by multinationals
Oriflame, Procter & Gamble, and Russian Kalina lead the market. Many of their products are aimed at mass consumers to ensure high demand. The companies have been present for a long time in leading positions but may in future be challenged by newcomers. Direct sellers continue to perform well, through the increased activity of their consultants. Consumers are increasingly open to premium brands, in addition, as demand for more expensive lines is growing rapidly.
High forecast growth expected
It is believed that the growth rate for the forecast period will remain high, as the country’s economic situation is good and income levels are rising. However, high inflation and economic difficulties related to banking and construction crises may somewhat slow growth in demand during the forecast period.
Table of contents
COSMETICS AND TOILETRIES IN KAZAKHSTAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Despite fast growth, sales have a long way to go
New retail formats emerge
Sales led by multinationals
High forecast growth expected
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Sources
Summary 1 Research Sources
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 21 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 22 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 23 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 24 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 25 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 26 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 27 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Deodorants by Subsector: Value 2002-2007
Table 32 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 33 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 34 Deodorants Company Shares by Retail Value 2003-2007
Table 35 Deodorants Brand Shares by Retail Value 2004-2007
Table 36 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 37 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 38 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 39 Sales of Hair Care by Subsector: Value 2002-2007
Table 40 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 41 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 42 Hair Care Company Shares by Retail Value 2003-2007
Table 43 Hair Care Brand Shares by Retail Value 2004-2007
Table 44 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 45 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 46 Hair Care Premium Brand Shares 2007
Table 47 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 48 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 49 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
Table 50 Retail Sales of Styling Agents by Type 2003-2007
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 51 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 52 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 53 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 54 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 55 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 56 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 57 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 58 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN’S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 59 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 60 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 61 Sales of Men's Razors and Blades by Type 2005-2007
Table 62 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 63 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 64 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 65 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 66 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 67 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 68 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 69 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 70 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 71 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 72 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 73 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 74 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 75 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
Table 76 Retail Sales of Toothpaste by Type: % Analysis 2003-2007
Table 77 Retail Sales of Manual Toothbrushes by Type: % Analysis 2003-2007
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 78 Sales of Fragrances by Subsector: Value 2002-2007
Table 79 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 80 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 81 Fragrances Company Shares by Retail Value 2003-2007
Table 82 Fragrances Brand Shares by Retail Value 2004-2007
Table 83 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 84 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 85 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
Table 86 Retail Sales of Fragrances by Concentration 2003-2007
Table 87 Retail Sales of Fragrances by Type 2003-2007
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 88 Sales of Skin Care by Subsector: Value 2002-2007
Table 89 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 90 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 91 Skin Care Company Shares by Retail Value 2003-2007
Table 92 Skin Care Brand Shares by Retail Value 2004-2007
Table 93 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 94 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 95 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 96 Sales of Depilatories by Subsector: Value 2002-2007
Table 97 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 98 Depilatories Company Shares by Retail Value 2003-2007
Table 99 Depilatories Brand Shares by Retail Value 2004-2007
Table 100 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 101 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 102 Sales of Sun Care by Subsector: Value 2002-2007
Table 103 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 104 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 105 Sun Care Company Shares by Retail Value 2003-2007
Table 106 Sun Care Brand Shares by Retail Value 2004-2007
Table 107 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 108 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 109 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012
Table 110 Retail Sales of Sun Protection by Factor: % Analysis 2003-2007
AVON KAZAKHSTAN
Strategic Direction
Key Facts
Summary 2 Avon Kazakhstan: Key Facts
Summary 3 Avon Kazakhstan: Operational Indicators
Company Background
Competitive Positioning
Summary 4 Avon Kazakhstan: Competitive Position 2007
FABERLIC KAZAKHSTAN LTD
Strategic Direction
Key Facts
Summary 5 Faberlic KZ Ltd: Key Facts
Summary 6 Faberlic KZ Ltd: Operational Indicators
Company Background
Competitive Positioning
HENKEL KGAA
Strategic Direction
Key Facts
Summary 7 Henkel KGaA: Key Facts
Company Background
Competitive Positioning
Summary 8 Henkel KGaA: Competitive Position 2007
ORIFLAME KAZAKHSTAN
Strategic Direction
Key Facts
Summary 9 Oriflame Kazakhstan: Key Facts
Summary 10 Oriflame Kazakhstan: Operational Indicators
Company Background
Competitive Positioning
Summary 11 Oriflame: Competitive Position 2007