Depilatories in Uzbekistan

2020 IMPACT

Consumers continue with hair removal regimes during lockdown

In response to the COVID-19 pandemic, depilatories will see slowed current value growth, but will continue performing well overall. The main reason for this is due to salon closures that has boosted sales during lockdown as consumers have remained indoors but have kept up with grooming habits and appearances in anticipation of easing of restrictions.

Women’s razors and blades remain leading product area

Women’s razors and blades is set to remain the dominant product area in 2020. Although on a positive path, purchasing power remains low in Uzbekistan, thus forcing the vast majority of consumers to opt for basic products like these over lesser-known hair removal methods.

Venus remains leading brand within depilatories

Venus, locally distributed by Synergy Distribution on behalf of Procter & Gamble, will be the dominant brand in depilatories in 2020, mainly representing higher-priced products within the product area. Products released by Venus are considered innovative, with regular updates and strong advertising support via local and Russian TV channels.

RECOVERY AND OPPORTUNITIES

Resumption of socialising boosts demand in 2021

Depilatories is likely to benefit from continued increasing interest in Westernised lifestyles once the country recovers from the impact of COVID-19, thus adding momentum to sales during the forecast period overall. Likewise, as consumers return to socialising outside of their homes, demand will once again rise in 2021.

Venus and Bic set to remain leading brands in 2021 and beyond

No shift from women’s razors and blades’ strong hold on the category is predicted over the forecast period, meaning that Venus and Bic are set to maintain their leading positions in Uzbekistan. Consumers are expected to continue to rely on brands they know and trust, with economic development and rising employment amongst women likely to lead to more financial independence and image-consciousness, which will support a recovery in total volume terms for the category overall.

Westernised beauty trends continue to attract new urban consumers

With Westernised beauty trends steadily influencing local consumers, women will continue to be keen purchasers of depilatories over the forecast period, especially in urban areas. In actual terms, depilatories in Uzbekistan are basically restricted to women’s razors and blades, with only a small portion of sales made up of hair removers/bleaches and sales of pre-shave non-existent.