International companies will continue to lead dermatologicals in 2020. With the COVID-19 pandemic, however, unemployment rates in the Kazakhstan have increased significantly, which means many consumers are facing growing financial uncertainty.
The Bepanthen brand, manufactured by international company Bayer AG, will continue to generate a strong dynamic in 2020 thanks to its particularly strong marketing campaigns and increasing brand loyalty which is emerging because of the brand’s high visibility.
Even though there is a fairly wide production base through central chemists/pharmacies across the country, private label is expected to remain underdeveloped in Kazakhstan in 2020. Private label is most commonly present through cheap creams, gels, and lotions for different skin problems in Kazakhstan, but still represents a small segment of the category as a whole.
Consumers in Kazakhstan are, in general, becoming more informed and concerned about health matters. People are continuing to visit doctors more frequently (despite an interruption in this trend during the COVID-19 outbreak) and are also beginning to read more information about different skin care issues on the Internet.
Consumers in Kazakhstan are expected to continue to favour Western products in dermatologicals. The continued shift towards regular dermatologicals rather than herbal/traditional dermatologicals is due to the increasing emphasis consumers place on immediate noticeable effects from products in consumer health.
Following the devaluation of the national currency and the significantly decreased purchasing power of consumers in Kazakhstan after the COVID-19 outbreak, it is anticipated that, in the early part of the forecast period, consumers will shift towards economy brands.
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Understand the latest market trends and future growth opportunities for the Medicated Skin Care industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Medicated Skin Care industry in Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Medicated Skin Care research and analysis database.
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