Men's Grooming in Uzbekistan

PROSPECTS

Improving economy and rising importance of male beauty set to push sales growth

A positive performance is expected in men’s grooming over the forecast period and this is set to be mainly due to the strong economic performance anticipated for Uzbekistan in the coming years. The increasing availability of various men’s grooming products throughout the country is also set to spur growth, with some of the most popular product lines even expected to become widely available in remote rural areas and this is likely to encourage men to try out new products during the forecast period.

The dynamism of men’s deodorants set to support strong growth in men’s toiletries

Men’s toiletries is set to outperform men’s shaving over the forecast period and this is set to be due mainly to the particularly strong growth expected in men’s deodorants. This trend is developing due to rising awareness of the importance of using deodorants to prevent body odour among Uzbekistani men.

Sales likely to remain dominated by mass brands throughout the forecast period

Sales in men’s grooming are heavily dominated by mass brands are there are few opportunities for premium brands to achieve higher penetration in the category. The main factor hindering the development of premium brands is the strong presence of mass brands that offer high quality at reasonable prices and this combined with the price-sensitivity of the majority of Uzbekistani consumers leaves little room for premium brands to gain a foothold.

COMPETITIVE LANDSCAPE

Gillette leads men’s grooming due to its strong position in men’s razors and blades

Synergy Distribution, the local distributor of the Gillette brand, maintained its leadership in men’s grooming in 2017. The success of the company is primarily attributable to its strong dominance in men’s razors and blades, where the Gillette brand continues to set the standards in terms of quality and innovation.

Nivea is the leading brand in men’s toiletries

Palmy Flower OOO, the local distributor for the Nivea brand, ranked second in men’s grooming in 2017 and this is due to the leadership of its Nivea Men brand in men’s toiletries. Nivea Men is present across all major men’s toiletries categories and also has a strong presence in men’s pre-shave and post-shave.

The advertising of deodorants remains limited mainly to Russian television

International players are by far the most active in terms of advertising in men’s grooming, with the few local players present in the category generally relying entirely on below-the-line activities to support their brands. Almost all of the media advertising campaigns for men’s grooming reach Uzbekistani consumers through Russian television channels, which are widely broadcast in the country, and Russian-language magazines, which are also very common.

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