Bath and shower products on the whole will benefit from being viewed by many as everyday necessities. Combined with widespread concerns over general cleanliness in light of COVID-19, growth is likely to continue throughout 2020.
Local manufacturer Guldon Sharq-Industial OOO which historically concentrated on production of bar soap in the economy price segment, and is well received by the lower income level consumers with packaging designed to imitate international rivals, has quickly shifted towards the production of liquid options due to increased demand in light of the COVID-19 pandemic. With many consumers seeking effective hygiene regimes in order to prevent the spread of the virus, body wash/shower gel, bar soap and liquid soap will all see an improved value growth 2020 in comparison to the previous year.
Bath and shower has different leaders in different product categories, making for intense competition. For example, Colgate-Palmolive’s Palmolive led value sales in bar soap, but rival Beiersdorf’s brand Nivea, represented in Uzbekistan by Palmy Flower, led in body wash/shower gel.
At the beginning of the forecast period, bath and shower will see slowed growth as pre pandemic norms return and demand drops slightly. Nonetheless, the product area will not lose momentum and will continue to perform well over the duration of the forecast period.
Uzbekistan is expected to experience dampened consumer sentiment and a fall in economic activity in line with global trends over the forecast period. However staple toiletries such as body wash/shower gel and bar soap are forecast to be less impacted by the shock and sales of antibacterial wipes and other hygiene products within bath and shower are forecast to spike in 2020.
Due to the financial repercussions of the COVID-19 pandemic, price will remain particularly important amongst rural consumers, therefore bolstering local economy brands with basic product types such as bar soap. If inflation rates continue rising, this will continue to heavily influence purchasing patterns in the years to come, as many consumers will keep spending to a minimum against a backdrop of economic uncertainty and low average income levels.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Uzbekistan 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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