Depilatories in Uzbekistan

PROSPECTS

Economic improvements expected to boost demand for depilatories

Total depilatories volume sales are expected to decline over 2019-2020. This is mainly because steep price hikes imposed towards the end of the review period will continue to constrain demand in women's razors and blades, the dominant category, with demand for systems products likely to be worst affected.

Hair removers/bleaches set to show the fastest development

Hair removers/bleaches is expected to be the most dynamic category in volume and current value growth terms over the forecast period. While this is partly because sales are still emerging from a relatively low base, the category will also benefit from improvements in distribution and growing consumer appreciation for the convenience and efficacy of different product types.

Disposables likely to make further gains in women’s razors and blades

Disposables continued to account for the largest value share within women’s razors and blades in 2018. During the review period, the value share of disposables in the category rose consistently, thanks largely to the fact that these products are more affordable than systems.

COMPETITIVE LANDSCAPE

Venus remains the dominant brand in depilatories

Synergy Distribution, which represents Procter & Gamble’s Venus brand in Uzbekistan, continued to dominate depilatories in value sales terms in 2018. Venus has been present in the country for many years, and benefits from consistently strong advertising support.

Floresan and Reckitt Benckiser record the fastest growth in current value sales

Floresan OOO and Reckitt Benckiser Group Plc (RB), both of which are focused on hair removers/bleaches, were the strongest performers in depilatories in terms of overall current value sales growth in 2018. Floresan’s performance in this regard was partly explained by the fact that its sales were emerging from a comparatively low base, but also reflected its competitive pricing strategy and the expansion of its distribution network.

Lady Caramel and Elegance struggle as competition intensifies

Following its launch in 2016, Elfa Laboratory’s hair removers/bleaches brand Lady Caramel performed strongly in 2017 thanks to its novelty appeal and the success of in-store promotions. However, in 2018 Lady Caramel recorded a sharp decline in current value sales due to intense competition from leading global brands that offer higher quality products and enjoy wider distribution and stronger marketing support.

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