Mass Beauty and Personal Care in Uzbekistan

PROSPECTS

Further moderate growth expected in mass beauty and personal care

The forecast period is expected to see sales of mass beauty and personal care products continue to increase at a modest and sustainable rate. Growth is set to be supported by rising demand for both basic toiletries and mass beauty products, with bath and shower, fragrances and baby and child-specific products slated for the best performances.

Mass bath and shower and mass fragrances set to be the most dynamic categories

The strongest growth rates during the forecast period are expected to be seen in mass bath and shower and mass fragrances. In particular, mass women’s fragrances is slated for high sales growth and this is based on rising female participation in the workforce, which means that there are set to be higher numbers of women with rising disposable income who are interested in presenting themselves at work.

Widening distribution and proliferation of products likely to support growth

As the forecast period progresses, it is expected that consumers will become increasingly interested in a wider range of mass beauty and personal care products. On the one hand, rising spending power among low- and mid-income consumers is set to encourage them to try new products such as body wash/shower gel, mouthwash/dental rinses and fragrances.

COMPETITIVE LANDSCAPE

Nivea’s wide positioning underpins its ongoing leadership

Nivea remains the leading mass beauty and personal care brand in Uzbekistan. During the many years that it has been present in the country, Nivea has been able to establish a reputation for high quality at reasonable prices.

International brands remain dominant

Local brands remain a very uncommon presence in mass beauty and personal care and the industry is heavily dominated by major international brands. Generally, these brands are imported and distributed by a local company operating under licence from the GBO, and this applies to Nivea, which is distributed by Palmy Flower and the brands of L’Oréal Groupe, which are distributed by Gloriya Distribution.

Advertising for mass brands expected to remain focused on Russian TV channels

At the end of the review period, the main channel for the advertising of mass beauty and personal care brands in Uzbekistan was the Russian-language TV channels that are popular throughout the country. Spots for the leading international mass beauty and personal care brands are a common sight on Russian broadcasting and many of these channels are more popular than local TV channels.

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