Men's Grooming in Uzbekistan

PRE-COVID-19 PERFORMANCE

High inflation impacts demand for dominant fragrances and men’s shaving in 2019

The men’s grooming category was again vastly dominated by men shaving and fragrances sales. Beards are often seen as symbols of political affiliations in Uzbekistan, with some men forced to shave because of anti-radical campaigns.

Gillette’s quality keeps it a cut above the rest

National brand owners Synergy Distribution, distributing the Gillette brand for Procter & Gamble, remained the major player in Uzbekistan men’s grooming in 2019. Gillette was once again the premier men’s shaving brand and led men’s razors and blades and was very well positioned in both men’s pre-shave and men’s post-shave categories, enjoying the benefits of positive brand reputation as well as good availability on retail shelves.

Economic uncertainty and illegal trade add pressure to company sales in 2019

Western trends in men’s grooming continued to develop in Uzbekistan albeit framed by a very conservative social framework. Outside of men’s razors and blades, Nivea Men is the most visible brand, leading men’s toiletries and as well as men’s pre-shave and men’s post-shave.

2020 AND BEYOND

COVID-19 impact

Value sales of men’s grooming are now expected to decline by 11% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Men’s fragrances is set to suffer double digit decreases in constant value terms in 2020 while social distancing remains in place. However, men’s deodorants, men’s shaving and men’s post-shave products will benefit from being seen as essential items and therefore avoid such a detrimental year.

Recovery and opportunities

Despite heavy losses in 2020, constant value growth is expected to resume soon after with a flash of double digit growth forecast in 2021 once COVID-19 related restrictions are lifted and consumers restock their collections and refresh their grooming products in anticipation of returning to social life. Thereafter constant value growth is expected to return to pre-COVID-19 forecast levels with improved CAGR growth in the forecast period than in the review period leading up to 2019.

Files are delivered directly into your account within a few minutes of purchase.