Mass Beauty and Personal Care in Uzbekistan

PROSPECTS

Economic improvements expected to boost demand over the forecast period

After being hampered by high inflation in 2018, demand for mass beauty and personal care products is expected to improve over the forecast period as economic conditions in Uzbekistan stabilise. Rising disposable incomes and increasing price competition should make mass brands more affordable to many consumers, while such products will also become more accessible thanks to urbanisation and the expansion of distribution networks.

Mass baby and child-specific products set to record fastest current value growth

Mass baby and child-specific products is expected to be the most dynamic performer in current value growth terms over the forecast period. The category will continue to benefit from Uzbekistan’s relatively high birth rate and growing appreciation for the benefits of such products among parents.

Mass brands expected to gain popularity among consumers of all income levels

Over the forecast period, it is expected the variety of mass beauty and personal care products bought by low- and middle-income Uzbekistanis will expand in line with improvements in purchasing power. In particular, these consumers should become more willing to buy product types that are not considered necessities, such as body wash/shower gel, mouthwashes/dental rinses and fragrances.

COMPETITIVE LANDSCAPE

Nivea remains the top brand thanks to its competitive price and wide product range

Nivea, which is distributed by Palmy Flower OOO, remained the leading brand in mass beauty and personal care in value terms in 2018. This brand has a longstanding presence in Uzbekistan, and is renowned for offering high quality products at affordable prices.

International brands continue to dominate mass beauty and personal care

International brands continued to dominate mass beauty and personal care in 2018, with the presence of local producers remaining relatively weak overall. Most international brands are imported into Uzbekistan and distributed under licence by local companies.

Russian-language TV stations remain the most popular advertising platforms

While many international mass beauty and personal care brands benefit from strong advertising support in Uzbekistan, leading manufacturers generally do not develop campaigns specifically for the local market. Instead, global players such as L'Oréal Groupe, Procter & Gamble, Unilever and Beiersdorf regularly advertise their brands on popular Russian-language TV stations that are broadcast in Uzbekistan.

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