Skin Care in Azerbaijan

PRE-COVID-19 PERFORMANCE

Strong growth in 2019

In 2019 skin care witnessed another robust year with double-digit growth in current value terms. There is now a veritable plethora of new products and increased attention from urban consumers with high purchasing power.

Beauty specialist retailers hold the highest share, whilst modern grocery retailers record strong growth

Skin care was traditionally more popular in Azerbaijan through beauty specialist retailers and drugstores/parapharmacies. However, during the review period, modern grocery retailers posted a substantial increase in both the number of outlets and number of visitors due to their convenience and urban spread and expansion.

Major international players hold largest value share in Azerbaijan

In 2019 Kalina Concern OAO retained its leadership thank to its rich brand portfolio, including the Barkhatniye Ruchki, Chistaya Liniya, Cherniy Zhemchug brands. These brands are well known to local consumers and were actively promoted through local and Russian TV channels.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

The COVID-19 pandemic is likely to impact sales of all skin care product areas. However, facial cleansing wipes are expected to remain flat year-on-year, as many consumers are using these products to sanitise their faces and hands, as personal hygiene has become a priority in order to neutralise the spread of the virus.

Recovery and opportunities

Over the review period, sales of skin care in Azerbaijan were on the rise for some time. The expectation is that once the effects of COVID-19 have been mitigated and the country’s society and economy return to something closer to normality, it is also likely that sales of skin care areas will return to positive growth.

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