In 2018, bath and shower grew both in volume and current value terms in Azerbaijan due to the improved national economy and higher disposable incomes. Consumers were able to trade back up to the standard products they had been using before the monetary crisis.
During 2018, body wash/shower gel saw the fastest growth in current value terms. The outstanding performance was supported by trading up due to the improved economic positions of local consumers after the monetary crash of 2015 and 2016, as well as faster growth of average unit prices due to the switch to more expensive products, on the one hand, and the increase of manufacturers’ unit prices for this most popular product in bath and shower.
The retailing landscape significantly improved during 2018, fuelled by an increased number of outlets and the shifting purchasing habits of consumers towards more convenient shopping. The modern outlets offered a rich assortment of bath and shower products all in one place, which is very convenient for consumers with hectic lifestyles.
Colgate-Palmolive Azerbaijan with its longstanding history in Azerbaijan remained the leader in bath and shower during 2018. The key brands of the company are Palmolive and Protex, which are strongly promoted through TV and social media channels, as well as via in-store promotions.
During 2018, bath and shower was led by international brands, which were more recognised, more advertised and built a stronger reputation amongst consumers. Local manufacture, whilst present, was very fragmented.
Consumers’ price-sensitivity prevailed in 2018, despite their regained macroeconomic stability in 2018, and they continued to look for bargains and discounts when buying beauty and personal care.
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This industry report originates from Passport, our Beauty and Personal Care market research database.