Beauty and Personal Care in Azerbaijan

Beauty and Personal Care in Azerbaijan

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Consumers cultivate at home spa and salon experiences during the lockdown, boosting demand for pampering beauty and personal care products

Liquid and bar soap sales boosted by increased hand washing aimed at preventing the spread of COVID-19

Economic uncertainty and home seclusion negatively affect demand for non-essential items such as fragrances

RECOVERY AND OPPORTUNITIES

Lingering economic uncertainty will benefit mass beauty and personal care products over premium variants

More publicly visible lifestyles will benefit mass colour cosmetics sales

E-commerce is set to continue its upward march

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 prompts consumers to cut back spending on inessential products

Limited opportunities for social contact, which constitute the primary occasions for wearing fragrances and colour cosmetics, negatively affect demand

Perceived as more essential, premium skin care, and bath and shower show more resilience

RECOVERY AND OPPORTUNITIES

While COVID-19 will continue to impact premium beauty and personal care in 2021, most product areas are likely to return to growth in 2022

Beauty specialist retailers remains the key distribution channel

L'Oréal Groupe leads premium beauty and personal care

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Despite the challenging economic context, parents are reluctant to reduce spending on their children

Considered essential, medicated baby and child-specific products and nappy (diaper) rash treatments see positive growth

Johnson & Johnson sees value share decline drastically after boycott

RECOVERY AND OPPORTUNITIES

As consumer confidence will take time to recover, forecast value CAGR is expected to be lower than historic CAGR

Absence of culturally specific or traditional product alternatives will drive growth in baby and child-specific products in the forecast period

E-commerce set to play a more important role in baby and child-specific products sales

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Elevated hygiene consciousness boosts demand for bar and liquid soap in 2020

While bar soap and liquid soap see sales increase, items considered inessential such as body powder witness a slowdown

International companies lead bath and shower in Azerbaijan

RECOVERY AND OPPORTUNITIES

Hygiene concerns will persist, sustaining demand for bar and liquid soap in the forecast period

Noticeable transition to liquid products expected to continue

Shower gel remains popular in the central region of Baku

CATEGORY DATA

Table 31 Sales of Bath and Shower by Category: Value 2015-2020
Table 32 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 34 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 35 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 36 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 37 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 38 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 39 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and use of face masks negatively affect colour cosmetics sales

Lip and nail products are hardest hit, while eye make-up shows more resilience

L'Oréal Groupe maintains lead in colour cosmetics in 2020

RECOVERY AND OPPORTUNITIES

All product areas will benefit from social conditions gradually returning to normal in 2021

Wider availability and innovation fuels growth in colour cosmetics

As consumers become more aware, natural make-up is likely to gain in popularity

CATEGORY DATA

Table 40 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 41 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 42 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020
Table 43 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 45 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 46 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 47 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Table 48 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025

Deodorants in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 causes a performance slowdown in deodorants

Popularity of deodorant sprays remains unchanged

International players dominate deodorants in 2020

RECOVERY AND OPPORTUNITIES

Deodorants expected to witness a rise as consumers resume their normal ways of life

The use of deodorants makes inroads within rural communities

Continuing improvement of the modern retailing landscape will support sales of deodorants

CATEGORY DATA

Table 49 Sales of Deodorants by Category: Value 2015-2020
Table 50 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 51 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 52 NBO Company Shares of Deodorants: % Value 2016-2020
Table 53 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 54 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 55 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 56 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 57 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025

Depilatories in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Home seclusion negatively affects demand for depilatories in 2020

Consumers continue to favour women’s razors and blades and women’s pre-shave

Procter & Gamble Azerbaijan continues to lead depilatories in 2020

RECOVERY AND OPPORTUNITIES

Depilatories is anticipated to see constant growth going forward

Small consumer base and the growth of permanent hair removal risks curtailing growth for depilatories

Stronghold of Procter & Gamble limits opportunities for new entrants, although not entirely

CATEGORY DATA

Table 58 Sales of Depilatories by Category: Value 2015-2020
Table 59 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 60 NBO Company Shares of Depilatories: % Value 2016-2020
Table 61 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 62 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 63 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Home seclusion negatively affects demand for fragrances

E-commerce helps partially compensate for the loss in sales through store-based retail

International companies continue to lead fragrances in 2020

RECOVERY AND OPPORTUNITIES

While partial recovery is expected in 2021, a full rebound to pre-pandemic revenue levels is likely to occur in 2022

Consumers see premium fragrances primarily relevant for gift ideas

Direct selling and e-commerce set to become the leading channels

CATEGORY DATA

Table 64 Sales of Fragrances by Category: Value 2015-2020
Table 65 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 66 NBO Company Shares of Fragrances: % Value 2016-2020
Table 67 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 68 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 69 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 70 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 71 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Home seclusion negatively affects demand for hair care products in 2020

Considered essential, hair loss treatments and medicated shampoos are spared

Global players lead hair care in Azerbaijan in 2020

RECOVERY AND OPPORTUNITIES

As social conditions return to normal, sales of hair care set to recover from 2021

Salon professional hair care anticipated to see fastest growth in the forecast period

E-commerce set to play a more important role in the hair care landscape

CATEGORY DATA

Table 72 Sales of Hair Care by Category: Value 2015-2020
Table 73 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 74 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 75 NBO Company Shares of Hair Care: % Value 2016-2020
Table 76 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 77 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 78 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 79 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 80 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 81 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 82 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Sales of men’s grooming decline as traditional grooming regimes are abandoned during home seclusion

Men adopt a cautious approach to non-essential spending areas

Multinationals continue to lead men’s grooming in Azerbaijan

RECOVERY AND OPPORTUNITIES

Recovery and opportunities

Increased consumer awareness and rise in product variety will support positive growth

Direct selling and e-commerce challenge dominant position of health and beauty specialist retailers in men’s grooming

CATEGORY DATA

Table 83 Sales of Men’s Grooming by Category: Value 2015-2020
Table 84 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 85 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 86 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020
Table 87 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 88 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 89 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 90 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 91 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Considered essential, oral care shows more resilience in the face of COVID-19 than other beauty and personal care product areas

Lockdown measures negatively affect demand for mouth fresheners

Global players continue to dominate the oral care category in Azerbaijan

RECOVERY AND OPPORTUNITIES

Oral care set to see partial recovery in 2021 as consumers adapt to the new normal

Mouthwashes/dental rinses anticipated to see the fastest growth over the forecast period as consumer awareness grows

Strong growth of modern grocery retailers due to busier lifestyles

CATEGORY DATA

Table 92 Sales of Oral Care by Category: Value 2015-2020
Table 93 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 94 Sales of Toothbrushes by Category: Value 2015-2020
Table 95 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 96 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 97 NBO Company Shares of Oral Care: % Value 2016-2020
Table 98 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 99 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 100 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 101 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 102 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Lockdown positively impacts demand for pampering skin care products as people seek to recreate spa and salon experiences at home

Frequent handwashing boosts demand for hand care products, while demand for facial cleansing wipes and skin care sets/kits declines during lockdown

Major international players hold largest value share in Azerbaijan

RECOVERY AND OPPORTUNITIES

Sales of skin care anticipated to return to pre-pandemic levels in 2021

Facial care remains the most important product area

E-commerce anticipated to play a more important role in the promotion of skin care products

CATEGORY DATA

Table 103 Sales of Skin Care by Category: Value 2015-2020
Table 104 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 105 NBO Company Shares of Skin Care: % Value 2016-2020
Table 106 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 107 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 108 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 109 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Travel restrictions and lockdown negatively affect demand for sun care products in 2020

Considered essential by parents, baby and child-specific sun care proves more stable

Nivea Azerbaijan continues to dominate sun care

RECOVERY AND OPPORTUNITIES

Sun care expected to return to growth in 2021 as consumers begin to spend more time away from home

Sun care set to see steady growth as consumer awareness of the importance of sun protection grows

Growth of modern grocery retailers

CATEGORY DATA

Table 110 Sales of Sun Care by Category: Value 2015-2020
Table 111 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 112 Sales of Sun Care by Premium vs Mass: % Value 2015-2020
Table 113 NBO Company Shares of Sun Care: % Value 2016-2020
Table 114 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 115 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 116 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 117 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Table 118 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025

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