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.
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.
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.
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.
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, 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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This industry report originates from Passport, our Beauty and Personal Care market research database.