Skin Care in Kazakhstan

PRE-COVID-19 PERFORMANCE

Driven by popular mass formats, skin care sees double-digit current sales growth in 2019

Most areas of skin care registered robust double-digit current value sales growth in 2019. Facial care posted the fastest growth based on the strong demand for mass acne treatments and mass face masks.

Consumers continue to show greater interest in skin care ingredients in 2019

In line with the increasing awareness of the health and wellness trend, there was growing demand in 2019 for skin care products that boasted natural/organic, free from, safe and eco-friendly properties. Indeed, Kazakh consumers became more discriminating when it came to what they decided to apply to their skin, particularly as media attention has recently been focused on the benefits of healthy skin and the need for skin care.

Multinationals rule skin care in 2019 with Kalina Concern in top spot, but opportunities for others exist

With popular brands Chistaya Liniya, Cherny Zhemchug and Barhatnie Ruchki, Kalina Concern maintained its strong leadership position in skin care in 2019, a spot the company has held throughout the review period. Second-ranked L'Oréal Kazakhstan narrowed the gap with the leader with strong value share growth in 2019 based on its well-known and trusted brands Garnier, L'Oréal Paris and Vichy.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to decline by 7% 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

While all areas of skin care are expected to be affected by the impact of the COVID-19 pandemic in 2020, the extent of the impact is likely to vary according to product area. For example, skin care products that consumers associate with hygiene and skin health, such as facial cleansing wipes and hand care, are expected to experience more limited sales declines as consumers, armed with a renewed focus on cleanliness and preventative health, drive at least a modicum of sustained demand for these products over the remainder of 2020.

Recovery and opportunities

After suffering significant pandemic-related erosion in 2020, retail volume sales and value sales at constant 2019 prices of skin care are expected to return to positive growth in 2021, particularly as consumers spend more time outside of their homes as COVID-19 restrictions are eased and then, in many instances, lifted altogether. Depending on the product area, recovery rates in 2021 and beyond are expected to vary, but one consistent trend that is anticipated is that more robust growth will be seen for mass skin care products in 2021 and more muted growth will be seen for premium skin care products, a reflection of the acute price-sensitivity that is expected to persist throughout the remainder of the forecast period This preference for mass products is expected even in anti-agers, an area in which consumers traditionally were willing to pay more for greater product effectiveness.

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