Executive Summary

Jun 2019
PROSPECTS
Consumers become less brand-loyal

In 2018, Kazakh consumers become less brand-loyal in mass beauty and personal care, for two main reasons. First, there were many discounts and special offers; therefore, consumers chose brands based on price.

Modern grocery retailers supports mass beauty and personal care

Mass beauty and personal care benefited from the continuous development of modern grocery retailers in Kazakhstan. The reason is that the growing number of supermarkets, hypermarkets and convenience stores in the country provide more space for mass brands to be present on store shelves.

Mass brands help new categories to penetrate the market

Beauty and personal care products in the mass price segment allow new categories to be introduced and infiltrate the general lives of Kazakh consumers. This means that mass beauty and personal care players are active in terms of new product launches and innovations, whilst Kazakh consumers enjoy trying new products in new beauty and personal care categories, starting with the more affordable brands.

COMPETITIVE LANDSCAPE
The active emergence of new product developments

2018 was characterised by the active performance of mass beauty and personal care brands in the launch of new product developments in Kazakhstan. This trend was observed almost in all categories.

International companies continue to lead mass beauty and personal care

International companies maintained their dominant positions in mass beauty and personal care in Kazakhstan in 2018. The strong share of imported brands can be attributed to their historically long presence, high brand recognition, strong marketing campaigns and wide product portfolios.

The good performance of direct sellers

Direct sellers are important players in mass beauty and personal care in Kazakhstan. Leading players such as Avon, Oriflame, Mary Kay and Amway have a good reputation for offering value for money products.

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Mass Beauty and Personal Care in Kazakhstan

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Overview

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

The Mass Beauty and Personal 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 Mass Beauty and Personal Care in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • What pricing movements are seen across mass beauty brands?
  • What are the key product development trends?
  • How are sales of mass beauty and personal care 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.

Mass Beauty and Personal Care in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Consumers become less brand-loyal
Modern grocery retailers supports mass beauty and personal care
Mass brands help new categories to penetrate the market

COMPETITIVE LANDSCAPE

The active emergence of new product developments
International companies continue to lead mass beauty and personal care
The good performance of direct sellers

CATEGORY DATA

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

SOURCES

Summary 1 Research Sources