In 2020, sales of bath and shower saw their strongest value and volume growth in the last four years, with soap products being the main drivers against the backdrop of the pandemic. Driven by an increased focus on hygiene during the COVID-19 outbreak, liquid soap registered historically strong growth, greatly boosted by the emergence of hand sanitiser/gel products, which, by the end of the year, were accounting for a significant share of sales in the liquid soap category.
The spring lockdown caused disruptions for both global and local manufacturers, although local producers managed to benefit in the short term from faster distribution and greater penetration in traditional grocery stores. For example, Avrora Holding was able to meet the booming demand for hand sanitisers by expanding its production of the Akmasept brand, thus securing the position of leading player in hand sanitisers.
In 2020 Colgate-Palmolive Kazakhstan cemented its position as the leading player in bath and shower by successfully pinpointing consumers’ short-term shifts in preferences and expanding its portfolio for both antibacterial soaps (Protex) and moisturising soaps (Palmolive). Beiersdorf Kazakhstan and Unilever Group kept their respective second and third positions, although both lost share to the leading player, as well as to another emerging competitor, Johnson & Johnson, which outperformed Henkel and Avon Cosmetics Kazakhstan, overtaking them both in the company rankings.
After the highs recorded in 2020, the performances in bath and shower will be less dynamic in 2021, with a slight sales decline even being seen at 2020 constant prices. While soap will continue to be in demand, particularly bar soap, there will also be a recovery in the performances of most other bath and shower products that saw slower growth in 2020.
The COVID-19 outbreak in 2020 offered an opportunity for some local manufacturers to gain sales share by offering more affordable soaps and sanitisers. In the longer term, bath and shower is set to see rising consumer loyalty towards local brands, provided that the local producers keep up with local and global trends and run supporting promotional campaigns.
All the leading brand owners looked to increase their online presence during 2020, as the e-commerce channel recorded strong growth during the pandemic. Grocery e-commerce players such as Arbuz.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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