Men's Grooming in Uzbekistan

PROSPECTS

Economic growth and rising image-conscious among men set to boost demand

Men’s grooming is projected to see total volume sales decline in 2019, mainly as a result of steep price hikes imposed towards the end of the review period following the devaluation of the Uzbekistani som. However, total volume sales should start to grow again from 2020 as economic conditions improve.

Men’s post-shave expected to show the strongest performance

Men’s post-shave looks set to show the fastest growth in volume and current value terms over the forecast period. This is partly because sales are emerging from a comparatively low base, though the category’s performance will also be bolstered by increasing appreciation for the specific benefits of such products among male consumers.

Mass brands will continue to dominate men’s grooming

Mass brands will continue to dominate men’s grooming over the forecast period, with opportunities for improvements in the penetration of premium brands set to remain limited. This is partly because the ongoing inflationary effects of the recent currency devaluation mean that many Uzbekistanis will remain highly price-sensitive even as economic conditions continue to improve.

COMPETITIVE LANDSCAPE

Synergy Distribution maintains strong lead thanks to success of Gillette

Synergy Distribution, which represents Procter & Gamble’s Gillette and Old Spice brands in Uzbekistan, remained the clear leader in men’s grooming in value terms in 2018. Gillette is by far the more successful of these two brands, having maintained a dominant position in men's razors and blades throughout the review period thanks to its unrivalled reputation for offering high quality and innovative products.

Nivea Men remains the top brand in men’s toiletries

Palmy Flower ranked second overall in men’s grooming in 2018 thanks to its distribution of Beiersdorf brand Nivea Men. Nivea Men held commanding leads in men’s toiletries, men’s pre-shave and men’s post-shave, with its trusted reputation for quality ensuring it continued to enjoy a high level of brand loyalty among male consumers in Uzbekistan.

Mass media advertising largely limited to Russian TV stations and magazines

International brands such as Gillette and Nivea Men are the most heavily advertised in men’s grooming, with the handful of local players present in this category primarily using below-the-line activities to promote their products. Mass media advertising is almost exclusively conducted via popular Russian-language TV stations and magazines.

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