Bath and Shower in Uzbekistan

PRE-COVID-19 PERFORMANCE

Affordable body wash/shower gel and bar soap retain dominance despite liquid soap seeing widening usage in 2019

Body wash/shower gel further increased its dominant value share in 2019, being available in all price segments and very well received by consumers, with sales peaking during the famously hot summer months in Uzbekistan. Despite modest gains in liquid soap retail value shares, due in part to new support streams such as its use in mosques, liquid soap did not manage to dent bar soap’s lead as it remained the main choice of lower income consumers.

Intense competition showed global interest in 2019 while domestic players remained fairly minor

Bath and shower had 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.

Strong current value growth due to high inflation but retail volume sales impacted by economic uncertainty in 2019

Bath and shower demonstrated strong current value growth in 2019, maintaining this same trend set during the review period. Use of bath and shower products in rural areas of Uzbekistan continued to increase gradually as personal hygiene standards improved in line with economic development, although economic uncertainty impacted sales in 2019.

2020 AND BEYOND

COVID-19 impact

Value sales of bath and shower products are now expected to rise by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

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 COVID-19. 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 at constant 2019 prices in 2020 in comparison to the previous year.

Recovery and opportunities

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.

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