Hair Care in Uzbekistan

PROSPECTS

Further positive growth expected in hair care

Hair care is expected to continue generating positive sales growth over the forecast period as the anticipated economic recovery is likely to result in rising disposable incomes and higher spending on hair care. Furthermore, more intense competition is expected to prompt the category leaders to engage in strong promotional campaigns.

Premium brands unlikely to break through strongly during the forecast period

Hair care sales are dominated by mass brands and opportunities for premium brands to achieve high penetration remain minimal. The high prices of premium products and the wide presence of high-quality mass products mean that the majority of the population who are price-sensitive automatically prefer mass hair care brands.

Innovation likely to focus on value-added features

Little innovation was seen in terms of different product formats in hair care towards the end of the review period. However, the category’s leading manufacturers are constantly working on the development of new added-value features such as anti-ageing, hair-thickening and scalp health in an effort to attract new consumers.

COMPETITIVE LANDSCAPE

Ayven Trade OOO is the leading NBO due to Unilever’s strength as a GBO

Ayven Trade maintained the leading position in hair care in 2017 due to the popularity of the brands of Unilever Group, which are distributed by Ayven Group in Uzbekistan. There are numerous Unilever Group brands present in hair care, including Clear, Dove, Chistaya Liniya, Timotei and Sunsilk and this has enabled Ayven Trade to maintain a very broad positioning across several hair care categories.

Local players continue to gain ground on their international rivals

Although international manufacturers and brands remain dominant in hair care, domestic brands generated stronger sales growth towards the end of the review period. For many years, the sole factors distinguishing domestic products from imported references were the much lower prices of the former and the significantly higher quality of the latter; however, by the end of the review period, Uzbekistan-based manufacturers had managed to improve the quality of their goods significantly, whilst still maintaining prices that are very reasonable.

Advertising remains the preserve of international brands present on Russian TV

Advertising campaigns in hair care are notably the preserve of international manufacturers, with Russian broadcasting channels the most common medium for the advertising of these brands. Among the most heavily promoted hair care brands are international names Nivea, Palmolive, Head & Shoulders and Syoss, with advertising campaigns usually focusing on value-added features and the ability of products to make hair soft and shiny.

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