Following the drop in sales recorded in the first year of the pandemic, men’s grooming recorded strong single-digit value growth in 2021. The removal of COVID-19-related restrictions, including the back-to-work trend, encouraged men to resume their old grooming habits, leading to a positive impact on the category.
The biggest product area within men’s grooming, men’s shaving, which experienced a sluggish performance in 2020, saw rebound in value sales growth in 2021 as men started spending more time outside the house and shaving more frequently. Whilst some opted to grow designer stubble or beards, the K-pop style trend, which typically includes a smooth-shaven look for men, has encouraged many men to revert to their old shaving habits.
The competitive environment in men’s grooming is dominated by global leaders, including Procter & Gamble (with more than a quarter of the total category sales) and Beiersdorf (at around a tenth of the total share). Their well-established brands Gillette and Nivea Men recorded robust single-digit growth in 2021, compared with the flat or negative performances of many other players, allowing them to gain value share in this year.
Following the strong rebound in retail value sales growth in 2021, men’s grooming is expected to continue seeing robust single-digit growth throughout the forecast period as they return to their pre-pandemic lifestyles and start paying more attention to their personal appearance again. Whilst the health and wellness trend and sustainability considerations are expected to become more pronounced among Kazakhstani consumers (especially since women, as active buyers of men’s grooming products, are expected to pay closer attention to safe, natural ingredients, advanced formulae, and packaging when purchasing grooming products as a present), affordability will remain a key purchasing factor.
The future development of men’s grooming in Kazakhstan will be strongly driven by the transformation in standards in male beauty. The younger male population in Kazakhstan often actively incorporates mutually contradictory beauty trends coming from different neighbouring countries.
Over the forecast period, men’s grooming is expected to continue to see dynamic growth in e-commerce, as it offers certain fragrances, skin care, and hair care that are less widely available for men in physical stores. In fact, brands and retailers often launch a product on e-commerce in Kazakhstan to test the demand for a product and see if it’s worth implementing it into stores.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!