Executive Summary

Jun 2019
PROSPECTS
A health-aligned product positioning is on-trend

In 2018, hair care was exposed to the health and wellness trend, just as overall beauty and personal care. Consumers in Kazakhstan paid high attention to products’ ingredients and positioning.

The positive outlook for hair care is derived from the economic improvement

Kazakh consumers saw an improvement in their purchasing power thanks to the gradual economic improvement in 2018, which increased their readiness to spend money. Higher disposable incomes contributed to consumers’ readiness to spend money on additional hair care products such as hair masks, conditioners and styling agents.

Modern lifestyles contribute to growing demand

In Kazakhstan, the demand for hair care products is affected by the impact of modern lifestyles on hair – including the use of hair dryers, curling irons and hair straighteners, as well as colouring, and washing hair with hard water and water containing chlorine on a regular basis. Therefore, women in Kazakhstan are searching for additional hair care products which can treat and improve the health of their hair.

COMPETITIVE LANDSCAPE
Multinational brands remain the leaders in hair care

Similar to other beauty and personal care categories in Kazakhstan, international brands dominated hair care in 2018. For instance, L'Oréal Kazakhstan, with the Garnier Fructis and Elsève brands, saw a good performance during 2018, due to its wide product portfolio, active new product developments and strong marketing campaigns, which included advertising and special offers.

The continuous development of new product launches and innovations

In 2018, there was continuous activity by manufacturers in terms of new product developments and innovations. The reason was that companies needed to find different ways to attract consumers’ attention.

Modern grocery retailers support sales of hair care products

In 2018, supermarkets, hypermarkets and convenience stores saw good development in Kazakhstan; consequently, consumers, especially in urban areas, tended to switch to modern grocery retailers from traditional grocery retailers such as independent small grocers. The main benefits of modern grocery retailers in hair care are their broader product assortment, bigger space for presenting new product developments, and in-store discounts, promotions and special offers.

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Hair Care in Kazakhstan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hair Care 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 Hair Care industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hair Care 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 Hair Care in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products 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.

Hair Care in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

A health-aligned product positioning is on-trend
The positive outlook for hair care is derived from the economic improvement
Modern lifestyles contribute to growing demand

COMPETITIVE LANDSCAPE

Multinational brands remain the leaders in hair care
The continuous development of new product launches and innovations
Modern grocery retailers support sales of hair care products

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 6 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 7 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 8 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 9 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 10 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Hair Care by Premium vs Mass: % Value 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 12 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 17 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 18 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 20 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources