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.
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.
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.
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 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.
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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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.
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