Executive Summary

Jun 2019
A positive performance for beauty and personal care in 2018

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.

Continuous growth in interest in natural, eco-positioned products

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.

The strong prevalence of international companies and their innovations

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.

Modern grocery retailers support manufacturers in new product developments

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.

Digitalisation is one of the main tools for progress and expansion in Kazakhstan

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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Beauty and Personal Care in Kazakhstan

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Overview

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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Kazakhstan for free (where applicable):

The Beauty and Personal Care in Kazakhstan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beauty and Personal Care in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Beauty and Personal Care in Kazakhstan

EXECUTIVE SUMMARY

A positive performance for beauty and personal care in 2018
Continuous growth in interest in natural, eco-positioned products
The strong prevalence of international companies and their innovations
Modern grocery retailers support manufacturers in new product developments
Digitalisation is one of the main tools for progress and expansion in Kazakhstan

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Kazakhstan

HEADLINES

PROSPECTS

Consumers become even more selective
The gradual improvement of economic conditions supports value growth
Distribution channels remain concentrated

COMPETITIVE LANDSCAPE

International brands dominate baby and child-specific products
Only a few brands enter baby and child-specific products in 2018
Growing demand for products that offer innovation and added-value

CATEGORY DATA

Table 10 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 15 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 16 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Kazakhstan

HEADLINES

PROSPECTS

More men purchase their own bath and shower products
The continued popularity of large, family-size packs in bath and shower
Scent and moisturisation are important factors in consumers’ choices

COMPETITIVE LANDSCAPE

Stronger activity in bar soap
The strong development of mass brands
The rising popularity of modern grocery retailers drives growth

CATEGORY DATA

Table 20 Sales of Bath and Shower by Category: Value 2013-2018
Table 21 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 23 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 24 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 25 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 26 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 27 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 28 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Kazakhstan

HEADLINES

PROSPECTS

More attention paid to colour cosmetics designed for the eyebrows
The selfie culture contributes to the ongoing interest in colour cosmetics
Colour cosmetics with skin care and sun care properties

COMPETITIVE LANDSCAPE

The emergence of Bobbi Brown
The continued dominance of international manufacturers
An opportunity for masstige colour cosmetics over the forecast period

CATEGORY DATA

Table 29 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 30 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 31 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 32 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 33 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 34 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 35 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 36 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 37 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Deodorants in Kazakhstan

HEADLINES

PROSPECTS

The development of deodorants as competitors to fragrances
Growing demand for deodorants with a natural positioning

COMPETITIVE LANDSCAPE

Consumers favour international brands of deodorants
No changes in the leading distribution channels
A moderate performance in terms of new product developments

CATEGORY DATA

Table 38 Sales of Deodorants by Category: Value 2013-2018
Table 39 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 40 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 41 NBO Company Shares of Deodorants: % Value 2014-2018
Table 42 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 43 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 44 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 45 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 46 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Depilatories in Kazakhstan

HEADLINES

PROSPECTS

The same claims and no ingredient innovations
Beauty salons are a barrier to the development of depilatories
The growing number of employed women supports sales of depilatories

COMPETITIVE LANDSCAPE

The increasing popularity of low-end brands
International brands continue to dominate depilatories
The increasing presence of the Cliven brand

CATEGORY DATA

Table 47 Sales of Depilatories by Category: Value 2013-2018
Table 48 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 49 NBO Company Shares of Depilatories: % Value 2014-2018
Table 50 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 51 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 52 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Kazakhstan

HEADLINES

PROSPECTS

Fragrances leads sales in overall beauty and personal care
The development of niche brands that offer exclusive scents and personalisation
Opportunities for products with a green, eco or organic product positioning

COMPETITIVE LANDSCAPE

Opportunities in mass unisex fragrances
Frequent promotions and discounts in beauty specialist retailers
Manufacturers of fragrances constantly advertise

CATEGORY DATA

Table 53 Sales of Fragrances by Category: Value 2013-2018
Table 54 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Fragrances: % Value 2014-2018
Table 56 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 57 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 58 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 59 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 60 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Kazakhstan

HEADLINES

PROSPECTS

A health-aligned product positioning is on-trend
The positive outlook for hair care is derived from the economic improvement
Modern lifestyles contribute to growing demand

COMPETITIVE LANDSCAPE

Multinational brands remain the leaders in hair care
The continuous development of new product launches and innovations
Modern grocery retailers support sales of hair care products

CATEGORY DATA

Table 61 Sales of Hair Care by Category: Value 2013-2018
Table 62 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 63 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 64 NBO Company Shares of Hair Care: % Value 2014-2018
Table 65 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 66 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 67 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 68 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 69 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 70 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 71 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Kazakhstan

HEADLINES

PROSPECTS

Consumers become less brand-loyal
Modern grocery retailers supports mass beauty and personal care
Mass brands help new categories to penetrate the market

COMPETITIVE LANDSCAPE

The active emergence of new product developments
International companies continue to lead mass beauty and personal care
The good performance of direct sellers

CATEGORY DATA

Table 72 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 73 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 74 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 75 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 76 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 77 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Kazakhstan

HEADLINES

PROSPECTS

The growing popularity of barber shops and beards has a negative impact
A natural and organic product positioning is an opportunity for future growth
Population growth and real GDP increase support growth

COMPETITIVE LANDSCAPE

Increasing demand for economy brands
Active new product developments
The Procter & Gamble Co remains the leading player

CATEGORY DATA

Table 78 Sales of Men’s Grooming by Category: Value 2013-2018
Table 79 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 80 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 81 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 82 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 83 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 84 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 85 Forecast Sales of Men's Grooming by Category: Value 2018-2023
Table 86 Forecast Sales of Men's Grooming by Category: % Value Growth 2018-2023

Oral Care in Kazakhstan

HEADLINES

PROSPECTS

The opportunity for premiumisation in oral care
Increasing demand for oral care products with a natural positioning
Growing awareness of preventing oral health problems

COMPETITIVE LANDSCAPE

Multinational companies dominate oral care
The emergence of new product developments
Discounts and promotional activities are essential

CATEGORY DATA

Table 87 Sales of Oral Care by Category: Value 2013-2018
Table 88 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 89 Sales of Toothbrushes by Category: Value 2013-2018
Table 90 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 91 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 92 NBO Company Shares of Oral Care: % Value 2014-2018
Table 93 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 94 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 95 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 96 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 97 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Kazakhstan

HEADLINES

PROSPECTS

Improved economic conditions contribute to the growth of premium brands
The growing availability of premium brands
The growing financial independence of women has a positive impact

COMPETITIVE LANDSCAPE

The emergence of Kiehl’s in 2019
International brands remain dominant
Consumers are more brand-loyal in premium beauty and personal care

CATEGORY DATA

Table 98 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 99 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 100 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 101 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 102 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 103 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Kazakhstan

HEADLINES

PROSPECTS

Understanding of step-by-step skin care grows
Face masks and anti-agers see the fastest growth
Consumers become more careful about skin care ingredients

COMPETITIVE LANDSCAPE

Skin care is a focus for development and growth
The rising popularity of Korean brands
New product launches and innovations

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2013-2018
Table 105 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 106 NBO Company Shares of Skin Care: % Value 2014-2018
Table 107 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 109 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Kazakhstan

HEADLINES

PROSPECTS

Sun care products are considered good for preventing skin cancer
Economic conditions will support the development of sun care
Growing demand for sun care products with multifunctional properties

COMPETITIVE LANDSCAPE

Strengthening portfolios of the Libre Derm, Corine De Pharm and Cliven brands
Beiersdorf with its Nivea brand remains the leading player

CATEGORY DATA

Table 111 Sales of Sun Care by Category: Value 2013-2018
Table 112 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 113 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 114 NBO Company Shares of Sun Care: % Value 2014-2018
Table 115 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 117 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 119 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023