Hair Care in Uzbekistan

PROSPECTS

Maturity and lingering price-sensitivity likely to temper volume sales growth

While hair care in Uzbekistan is expected to develop positively over the forecast period, growth in total volume sales is likely to be modest. This is partly because inflation looks set to remain relatively high following the recent currency devaluation, which will result in increased budget-consciousness among many consumers.

Medicated shampoos projected to be the most dynamic category

Medicated shampoos is expected to be the most dynamic performer in volume and current value growth terms over the forecast period. This is partly because sales are emerging from a low base, though the category will also profit from rising awareness of the benefits of such products and the fact that some consumers consider them to be a necessity rather than a discretionary purchase.

Added-value innovations will help to maintain the dominance of mass brands

Mass brands will continue to dominate hair care over the forecast period. Premium products are unlikely to gain significant ground in the category, partly because many consumers will continue to exercise caution in their spending habits while inflation remains high.

COMPETITIVE LANDSCAPE

Ayven Trade continues to lead hair care due to success of Unilever brands

Ayven Trade, which distributes several well-known international brands in Uzbekistan, remained the overall leader in hair care in value terms in 2018. While the company’s portfolio covers multiple categories, it is primarily focused on standard shampoos, where it offers popular Unilever brands such as Clear, Chistaya Liniya, Dove, Timotei and Sunsilk.

Competitive prices and improvements in quality enable local brands to gain ground

International brands continued to dominate hair care in Uzbekistan in 2018. However, domestic manufacturers have steadily gained ground in the category in recent years thanks to their success in significantly improving the quality of their products while still maintaining competitive pricing strategies.

Mass media advertising is mainly limited to international brands

Mass media advertising in hair care is largely confined to international brands. The most popular platforms for mass media advertisements are Russian-language TV stations that air in Uzbekistan, as multinational companies tend not to develop campaigns specifically for the local market.

Files are delivered directly into your account within a few minutes of purchase.