Deodorants in Kazakhstan

PROSPECTS

Population growth and urbanisation support sales

In 2017, the number of urban households increased by 2%. The growth in the number of people living in bigger cities, where living and hygiene standards are higher, is also having a positive impact on demand for deodorants.

Deodorants with extra benefits becoming more popular

In Kazakhstan, producers looked to introduce new innovative deodorants such as anti-stress, freshening, softening and vitamin fortified products. Consumers in Kazakhstan have started to pay attention and become more attracted by logos and packaging claims such as safe, healthy, clean, organic and natural.

Limited demand for deodorant creams

Deodorant creams is a new niche area in Kazakhstan. However, although consumers are open to new product developments and innovations, deodorant creams have struggled to attract interest in stores.

COMPETITIVE LANDSCAPE

Ongoing competition between Unilever and Beiersdorf

Unilever and Beiersdorf continued to lead sales in deodorants in 2017. Unilever offers the Rexona, Axe and Camay brands, while Beiersdorf offers its popular Nivea range.

Companies focusing on naturally positioned products

With the growing popularity of organic and natural beauty and personal care products in Kazakhstan, there is increasing demand for deodorants with natural positioning. A growing number of health conscious consumers are searching for deodorants that are free from aluminium, propylene glycol, parabens, phthalates and artificial fragrances.

Affordability remains key factor

Traditionally, consumers in Kazakhstan have not been prepared to spend much on deodorants. Therefore, affordability is important, especially for price-conscious groups.

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