Mass Beauty and Personal Care in Uzbekistan

PRE-COVID-19 PERFORMANCE

Mass beauty and personal care leads but is also impacted by price-sensitivity in 2019

Mass beauty and personal care dominated overall beauty and personal care value sales in Uzbekistan in 2019 and throughout the review period. Although consumer purchasing power improved during the review period as a whole, it remained relatively low in 2019 and this benefitted mass rather than premium products.

Global heavyweights Beiersdorf AG and Unilever Group retain podium positions in 2019 thanks to broad appeal and diversified portfolios

Nivea, locally distributed by Palmy Flower on behalf of Beiersdorf AG, once again finished top of the brand share leader board in 2019. The brand’s enduringly popular products proved to still be well received by consumers who consider them high quality and well-priced.

Strong individual brand growth indicates that mass beauty and personal care is far from saturated in Uzbekistan, particularly for medium-priced products

Mass beauty and personal care showed more positive signs of category development with over 50 brands achieving double digit current value growth in 2019. A good cross-section of national distributors proved themselves adept, with Palmy Flowers, Gloriya Distribution and Ayven Trade each responsible for distributing two of the top 10 growing brands.

2020 AND BEYOND

COVID-19 impact

Value sales of mass beauty and personal care are now expected to decrease by 7% in 2020 at constant 2019 prices in light of the impact of COVID-19. Value sales will contract as retail outlets remain closed, and social restrictions will reduce purchases of all but the essential products throughout lockdown.

Affected products within mass beauty and personal care

Mass fragrances, colour cosmetics, and adult sun care are expected to suffer the most in 2020, with consumers going outdoors less and choosing to spend their money on more essential products. Mass bath and shower is expected to be the only product area in mass beauty and personal care to see value growth at constant 2019 prices in 2020, with this product area benefiting from a stronger focus on daily hygiene routines as consumers seek to prevent the spread of the pandemic.

Recovery and opportunities

Mass beauty and personal care encompasses many products that are viewed as everyday essentials and will continue to dominate value sales within beauty and personal care in Uzbekistan. From 2021, sales will return to good value growth at constant 2019 prices and will achieve growth over the forecast period as a whole, in contrast to the review period.

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