Prior to the COVID-19 pandemic, men’s grooming was vastly dominated by men’s 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.
Men’s fragrances is set to suffer double digit decreases in constant value terms in 2020 while social distancing remains in place leading to less usage. 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.
National brand owners Synergy Distribution, distributing the Gillette brand for Procter & Gamble, will remain the major player in Uzbekistan men’s grooming in 2020. 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, enjoying the benefits of positive brand reputation as well as good availability on retail shelves.
Despite heavy losses in 2020, men’s grooming is expected to recover immediately with a flash of double-digit growth forecast in 2021, once the COVID-19 related restrictions are lifted and consumers restock their collections and refresh their grooming products in anticipation of returning to socialising. Nonetheless, ongoing financial concerns will continue to impact purchasing powers, with men mainly preferring economy brands and lower-priced options.
Mass brands will continue to dominate men’s grooming over the forecast period. This will partly be due to the ongoing inflationary effects of the recent currency devaluation meant that many Uzbekistanis remained highly price sensitive.
Western trends in men’s grooming will continue 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.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Uzbekistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Men's Grooming research and analysis database.
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