COVID-19-related restrictions negatively affected the demand for men’s grooming in 2020, with the premium segment being hit hardest. Increased economic uncertainty and enforced lockdown measures were the main factors dampening demand, with global players also forced to increase prices to compensate for the weakening of the local currency.
The biggest product area within men’s grooming – men’s shaving – experienced a sluggish performance compared to the previous year, as many home-bound men simply shaved less frequently, growing designer stubble or beards. Many were also tending to use their razors and blades for longer periods, reducing replacement purchases.
The competitive environment in men’s grooming is dominated by global leaders, including Procter & Gamble, which held a 26% value share in 2020, and Beiersdorf Kazakhstan, with a 10% share. Their well-established brands Gillette and Nivea Men recorded modest growth in 2020, compared with the flat or negative performances for many other players, thus gaining value share in this year.
The continued economic uncertainty will still be affecting consumer behaviour in 2021, forcing them to cut down on non-essential expenditure. In line with this trend, men’s fragrances and men’s skin care will see slow recoveries over the forecast period.
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 also expected to continue to see dynamic growth in e-commerce, which accelerated during the pandemic, driven by sales of fragrances as well as skin and hair care products for men that were less widely available in physical stores. E-commerce is increasingly used in Kazakhstan as a starting point to test the demand for a product.
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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.
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This report originates from Passport, our Men's Grooming research and analysis database.
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