Depilatories in Uzbekistan

PRE-COVID-19 PERFORMANCE

Global trends in depilatories boost women’s razor and blade value sales in urban areas in 2019

With global trends steadily influencing local consumers, women continued to be keen purchasers of depilatories in 2019, 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.

Venus maintains dominance in 2019 through innovative product updates and TV advertising

Venus, locally distributed by Synergy Distribution on behalf of Procter & Gamble, was the dominant brand in depilatories in 2019, mainly representing higher-priced products within the category. Products released by Venus are considered innovative, with regular updates and strong advertising support via local and Russian TV channels.

Hair removers/bleaches shows most dynamic development in 2019

Hair removers/bleaches remained the most dynamic category in current value growth terms in 2019 although still far smaller in volume sales or value sales than women’s razors and blades. The category benefitted from improvements in distribution and growing consumer appreciation for the convenience and efficacy of different product types as well as increasing awareness of global beauty trends and improved disposable income generated by women in the workforce.

2020 AND BEYOND

COVID-19 impact

Value sales of depilatories are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Women’s razors and blades is set to remain the dominant category 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.

Recovery and opportunities

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. As the number of females in Uzbekistan is predicted to remain stable and the economy is expected to remain on a sustainable path, sales of depilatories are set to demonstrate moderate growth over 2019-2024.

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