Beauty and Personal Care

In 2022, sun care recorded another year of solid growth in volume and current value terms. Baby and child-specific sun care was a key area of growth reflecting the positive birth rates in 2020 and parent’s increasing attention to the quality of sun…

Facial care saw the fastest retail volume and current value growth in 2022 as the trend towards maintaining healthy facial skin gathered pace. Within this, mass face masks showed strong growth as there are a variety of mass face masks available for…

Premium beauty and personal care witnessed outstanding performance in 2022, with value sales climbing dramatically. More affluent consumers were less affected by the rising cost of living than low-income consumers, and with the pandemic losing its…

Rising inflation has not had a major impact on retail volume sales as oral care products are considered necessities in consumers’ daily routines. This kept overall demand and category growth stable in 2022, with the sharp rise in current value sales…

Following the drop in sales recorded in the first year of the pandemic, men’s grooming has made a strong recovery, with solid increases in retail volume and current value sales. The back-to-work trend encouraged men to resume their old grooming…

Mass beauty and personal care is by far the largest segment in Kazakhstan reflecting the needs of the general population. The majority of consumers seek affordable beauty and personal care to fit within a limited household and personal budgets.…

Standard shampoos showed the fastest retail volume and current value growth in 2022 as consumers reduced consumption of 2-in-1 combined products. There is a growing preference for buying higher quality and more expensive standard shampoos, which is…

Premium fragrances achieved the fastest retail volume and current value growth in 2022 for the second consecutive year. The country’s young population and improvements in living standards have contributed to this.

In 2022, depilatories witnessed a steeper decline in volume sales compared to 2021 as retail prices escalated. The sharp rise in inflation seen in Kazakhstan mirrored trends seen around the world as the war in Ukraine took hold and fuel prices…

Despite the dynamic rise in retail prices, deodorants witnessed stronger retail volume in 2022, as this product is considered indispensable to personal hygiene. The upswing in performance was also driven by consumers spending more time outside the…

The removal of COVID-19 quarantine restrictions in March 2022, and importantly the relaxation of the mask-wearing rule, enabled women to return to more normal make-up routines in 2022. Foundation/concealer made a solid recovery in 2022 as this…

Beauty and personal care showed robust growth in 2022 facilitated by the removal of quarantine restrictions from March 18, 2022. The strongest growth came from colour cosmetics as mask-wearing was no longer required and socialising began to recover…

Body wash/shower gel demonstrated the fastest retail volume growth in 2022 as demand recovered from the pandemic. In addition to its cleansing properties, body wash/shower gel has other positive effects that improve the condition of the skin: such as…

Official statistics showed an increase in the birth rate in 2020 and 2021, which has partly contributed to the robust performance in current value sales in recent years. Although in 2022, the birth-rate trend altered and recorded a year-on-year…