Executive Summary

Jun 2019
PROSPECTS
The growing popularity of barber shops and beards has a negative impact

In 2018, having a beard or an unshaven look was increasingly popular amongst men from large towns who follow modern lifestyles and are open to experimenting with their look – not usually employees at state institutions, which have strict rules about appearance. In addition, in Almaty and Astana (Nur-Sultan) there are several barber shops which offer different services in terms of hair styling and shaving.

A natural and organic product positioning is an opportunity for future growth

Men’s grooming in Kazakhstan was not strongly affected by the natural, eco and organic product positioning trend in 2018; however, this is expected to increase over the forecast period. With growing standards of living, increasing hygiene standards and the stronger involvement of men in the purchasing process, there will be more interest in specific products which are designed for men and have natural, eco and organic product claims.

Population growth and real GDP increase support growth

During 2018, the male population in Kazakhstan increased; although population growth was not significant, the increase in the number of potential consumers had a positive effect on men’s grooming. Also, real GDP growth continued to rise, which had a positive effect on consumers’ purchasing power, leading to a moderate increase in the standard of living and higher hygiene standards.

COMPETITIVE LANDSCAPE
Increasing demand for economy brands

In 2018, there was growing demand for men’s grooming products in the low-end or mid-range price segments. The increasing demand for cheaper brands derived from the fact that men are less attracted to brands and image than women.

Active new product developments

Men’s grooming in Kazakhstan saw activity in terms of new product developments during 2018. The Nivea Men brand introduced a special portfolio under the Ultra sub-brand in 2018, which has a black, laconic design and includes black activated carbon, which is considered very unusual and exotic by Kazakh men.

The Procter & Gamble Co remains the leading player

The Procter & Gamble Co, with the Gillette and Old Spice brands, remained the leading player in men’s grooming in Kazakhstan in 2018. Its high sales are derived from the historically long presence of the company in this category, high brand awareness amongst consumers and active marketing campaigns, especially for the Gillette brand in Kazakhstan.

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Men's Grooming in Kazakhstan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming 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 Men's Grooming industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming 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 Men's Grooming in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

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.

Men's Grooming in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

The growing popularity of barber shops and beards has a negative impact
A natural and organic product positioning is an opportunity for future growth
Population growth and real GDP increase support growth

COMPETITIVE LANDSCAPE

Increasing demand for economy brands
Active new product developments
The Procter & Gamble Co remains the leading player

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men's Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men's Grooming 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 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources