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