In 2018, beauty and personal care recorded a positive performance in both volume and current value terms in Kazakhstan. In 2018, it was noticed that consumers more readily spent money than in 2017.
In 2018, all categories within beauty and personal care were influenced by consumers’ demand for brands with a natural, eco and safe product positioning. With growing awareness of the harmful effects of different chemicals, due to the greater promotion of healthy lifestyles, consumers in Kazakhstan become more selective and more careful about what they put on their bodies and those of their children.
In 2018, international companies such as Procter & Gamble, L’Oréal, Avon and Kalina Concern still accounted for the lion’s share of sales in beauty and personal care in Kazakhstan. The large budgets of multinational companies for marketing campaigns and their production capacity contributed to the successful performance of imported brands.
Beauty and personal care in Kazakhstan is active in terms of new product developments and innovations. Manufacturers regularly offer improved formulae, new ingredients, elaborate packaging and new methods of advertising and promotion.
Alongside the development of new technologies and the internet globally, as well as in Kazakhstan, the population is inseparable from computers, smartphones, tablets, the internet and other modern technologies. Therefore, consumers in the country, especially the younger generation (mainly millennials), who are becoming more financially independent, are interested in products if they are presented with the help of the latest technologies.
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Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Kazakhstan with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Beauty and Personal Care market research database.