Bath and Shower in Uzbekistan

PROSPECTS

Strong economic performance set to be the main influence on bath and shower sales

Further positive growth is expected to be seen in bath and shower over the forecast period and the main reason is the expected development of Uzbekistan’s fledgling market-based economy. With the economy growing, disposable incomes are set to increase, contributing to positive sales dynamics in bath and shower.

Positive growth set to be based on expansion of demand into rural areas

During the forecast period, bath and shower products is expected to benefit from gradually increasing popularity in remote rural areas. However, the majority of rural-dwelling Uzbekistanis have very limited purchasing capacity and this means that they are likely to focus on bath and shower categories featuring mainly basic, low-priced products such as bar soap, while economy brands are more likely to appeal to them.

Intimate hygiene set for further strong development

After registering a very strong performance over the review period, intimate hygiene is set to generate the strongest value sales growth of any bath and shower category over the forecast period. The lower sales base from which the category is rising and spreading consumer awareness of the advantages of intimate hygiene products are expected to underpin growth.

COMPETITIVE LANDSCAPE

Palmy Flower OOO maintains its leading position in bath and shower

Palmy Flower OOO, the local distributor of Beiersdorf AG’s Nivea brand, remained the leading player in bath and shower in 2017. The company’s leadership is supported by its very wide distribution network.

Local players increase in importance despite dominance of international brands

International brands and manufacturers continue to benefit from their longer presence in the country in comparison with their domestic rivals. When domestic production of bath and shower products was first launched, the products targeted lower-income households and those living in remote rural areas, where demand for affordable and competitively-priced products is higher.

International brands maintain clear advantages due to their use of advertising

Although engaging in media advertising campaigns has proven an effective way to boost demand for bath and shower products, domestic companies remain reluctant to invest in promoting their brands, However, the strong multinational companies that lead the category continue to actively advertise their products, mainly through Russian television channels. Leading brands Nivea and Palmolive were the most likely to be promoted at the end of the review period and this means that consumer awareness of these brands is particularly strong.

Files are delivered directly into your account within a few minutes of purchase.