Executive Summary

Jun 2019
PROSPECTS
Fragrances leads sales in overall beauty and personal care

Fragrances remained one of the biggest categories within beauty and personal care in Kazakhstan in 2018 in terms of value sales; continuing to be used by Kazakhs on a regular basis. The use of fragrances is part of consumers’ personal image and attractiveness.

The development of niche brands that offer exclusive scents and personalisation

In Kazakhstan, there are a growing number of small brands in fragrances; the reason is that consumers are demanding more unique scents and want to differentiate themselves. For this reason, consumers in the country are more likely to experiment with fragrances and purchase different brands in order to change fragrances depending on the occasion and their mood.

Opportunities for products with a green, eco or organic product positioning

In 2018, the health trend had almost no impact on the fragrances category in Kazakhstan. In online stores and some small beauty specialist retailers, Kazakh consumers have the opportunity to purchase the Florame brand and the Acorelle brand, which have a natural, bio product positioning; however, the accessibility of green and eco fragrances is still limited.

COMPETITIVE LANDSCAPE
Opportunities in mass unisex fragrances

In Kazakhstan, unisex fragrances is still not a large category and has a small volume and value base due to strong conservatism amongst consumers, especially amongst the older generation. However, due to the rise of more modern lifestyles, where the borders between gender and age are becoming more blurred, especially amongst the younger generation, there is an opportunity for the development of unisex fragrances.

Frequent promotions and discounts in beauty specialist retailers

In 2018, continuous active promotions and offers of discounts were seen from the leading beauty specialist retailers, such as Beautymania and Mon Amie. This strategy contributed to consumers getting used to purchasing fragrances at lower prices, and they are not prepared to purchase fragrances at the regular price, as they know that within a short period of time there will be promotional activity with price offers.

Manufacturers of fragrances constantly advertise

Fragrances is a category in Kazakhstan which is constantly advertised at a high level – companies work on presenting fascinating and attractive storytelling with the help of video clips, music and billboards. Companies invest large budgets in advertising fragrances through television, the internet, radio, in stores and on the streets, participating in different events.

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Fragrances in Kazakhstan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Fragrances industry in Kazakhstan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Fragrances industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fragrances in Kazakhstan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Fragrances in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • What pricing movements are seen across premium and mass fragrances?
  • What are the key product development trends?
  • How are sales of unisex fragrances performing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Fragrances in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Fragrances leads sales in overall beauty and personal care
The development of niche brands that offer exclusive scents and personalisation
Opportunities for products with a green, eco or organic product positioning

COMPETITIVE LANDSCAPE

Opportunities in mass unisex fragrances
Frequent promotions and discounts in beauty specialist retailers
Manufacturers of fragrances constantly advertise

CATEGORY DATA

Table 1 Sales of Fragrances by Category: Value 2013-2018
Table 2 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Fragrances: % Value 2014-2018
Table 4 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 5 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 7 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 8 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Beauty and Personal Care in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

A positive performance for beauty and personal care in 2018
Continuous growth in interest in natural, eco-positioned products
The strong prevalence of international companies and their innovations
Modern grocery retailers support manufacturers in new product developments
Digitalisation is one of the main tools for progress and expansion in Kazakhstan

MARKET DATA

Table 9 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources