Premium Beauty and Personal Care in Kazakhstan

PROSPECTS

More women entering workforce

In Kazakhstan, the number of working women continues to grow, especially in large towns. Gradually, women in Kazakhstan are becoming financially independent and educated.

Popularity of eco-brands strengthens competition

Premium beauty and personal care products were the first to offer naturally positioned eco-brands to consumers. Originally, such products were considered to be expensive, with only a small number of consumers being able to afford to purchase eco-brands.

Improving economic situation

Kazakhstan suffered an economic crisis in 2014-15, with disposable incomes declining. However, the situation gradually improved in 2017, with consumer purchasing power rising.

COMPETITIVE LANDSCAPE

Mass beauty and personal care players gain sales share

In 2017, price was the key factor that influenced consumer purchasing decisions, with mass beauty and personal care gaining sales share from premium ranges. In 2017, there was a decline in the number of stores offering premium and super premium beauty and personal care products, while the number of mass stores continued to grow.

New players expected to enter over the forecast period

With the improving economic situation in Kazakhstan, there will be more opportunities for premium beauty and personal care companies. As a result of growing demand for premium brands, an increasing number of new players are set to enter the premium segment, which remains immature in Kazakhstan.

Significant discounts on premium brands

In 2017, premium brands were promoted via frequent advertising and discounts. Many beauty specialised stores, such as Mon Amie and Beautymania encourage consumers to purchase premium beauty and personal care products by offering discounts of 40-70%.

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