Bath and Shower in Uzbekistan

PROSPECTS

Economic growth will underpin positive development of bath and shower

The further expansion of Uzbekistan’s economy is expected to support healthy growth in bath and shower volume and current value sales over the forecast period. Bath and shower products will become more affordable to consumers as disposable incomes rise and new launches stimulate greater price competition within the category.

Intimate wipes set to remain the most dynamic performer

Intimate wipes is projected to remain by far the most dynamic bath and shower category in volume and current value growth terms over the forecast period. While this is partly because sales are still emerging from a relatively low base, the category’s performance will also be lifted by increasing consumer appreciation for the benefits of this product type.

Rising demand in rural areas will present opportunities for domestic producers

It is expected that the use of bath and shower products in rural areas of Uzbekistan will continue to increase gradually over the forecast period as disposable incomes rise and personal hygiene standards improve in line with economic development. Rural consumers tend to be more budget-conscious than urban dwellers, and therefore generally favour economy brands and basic product types such as bar soap.

COMPETITIVE LANDSCAPE

Nivea remains the leading bath and shower brand in Uzbekistan

Palmy Flower, which distributes Beiersdorf’s Nivea brand in Uzbekistan, remained the overall leader in bath and shower in value terms in 2018. Nivea enjoys a high level of brand loyalty among local consumers thanks to its longstanding presence in the country, wide distribution and consistently strong advertising support.

Local players benefit from improvements in product quality and packaging designs

International brands continued to dominate bath and shower in 2018 thanks to their early mover advantages in key categories and strong reputations for quality. Domestic brands still mainly compete on price, and thus primarily appeal to rural and lower-income consumers.

International brands remain most active in terms of advertising

International brands continued to account for the lion’s share of mass media advertising in bath and shower in 2018, with investment in promotional activities by domestic players remaining low overall. Leading international brands such as Nivea and Palmolive are regularly advertised on popular Russian-language TV stations broadcast in Uzbekistan, which helps to maintain high levels of recognition among local consumers.

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