Sun Care in Kazakhstan

PRE-COVID-19 PERFORMANCE

Growth rate of sun care moderates in 2019

After robust growth in recent years, a trend in line with the improving economy, current value sales growth of sun care slowed in 2019. For the most part, the more moderate rise was based on growing price-consciousness amongst consumers which encouraged a growing number to tighten their spending on non-essential products, including spending on sun care products.

Growing demand for sun care products with multifunctional properties

There has been growing demand for multifunctional sun care products, i.e.

Beiersdorf Kazakhstan holds leadership in sun care in 2019

In 2019, sun care in Kazakhstan was dominated by multinational players. After posting strong growth throughout the review period, Beiersdorf Kazakhstan, with its popular and trusted Nivea Sun brand, boosted its value share in 2019 and held tightly to its leadership position in sun care.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 17% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

As a result of the COVID-19 pandemic, Kazakhs are spending less time under the sun in 2020 and this is significantly diminishing demand in nearly all areas of sun care. The sole exception is baby and child-specific sun care.

Recovery and opportunities

Recovering from the substantial sales declines expected in 2020, nearly all areas of sun car are expected to see robust record growth in 2021 before normalising over the remainder of the forecast period. The strongest rates of growth in 2021 are expected from adult sun care and sun protection.

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