Sun Care in Kazakhstan

PROSPECTS

Sun care products are considered good for preventing skin cancer

Alongside the frequent news and articles broadcast through the internet, television and social networks about the danger of skin cancer, the factors that cause cancer and its consequences, sun care products are gradually becoming considered more important. In 2018, the growth in sun care was mainly attributable to rising consumer awareness and knowledge about the importance of sun care in order to prevent various health problems.

Economic conditions will support the development of sun care

Even though there is a visible improvement in consumers’ awareness of the importance of using sun care products, such products are still not considered essential. With the tough economic conditions, when people are forced to save money, they are not ready to spend on sun care products, because there are alternatives to sun protection, such as apparel which covers the whole body, or the use of hats and umbrellas to protect from the sun.

Growing demand for sun care products with multifunctional properties

The intense competition in beauty and personal care in Kazakhstan and increased hygiene and beauty standards amongst Kazakh consumers contributed to the growing demand for sun care products which have multifunctional properties in 2018. Consumers started to search for products which offer not only high SPF and UV protection, but sun care products that can moisturise the skin, have anti-ageing and anti-pigment effects, protect from the polluted environment and have the effect of colour cosmetics.

COMPETITIVE LANDSCAPE

Strengthening portfolios of the Libre Derm, Corine De Pharm and Cliven brands

During 2018, sun care brands in Kazakhstan differentiated with strengthening product availability and extended product portfolios, such as from the Libre Derm, Cliven and Corine De Pharm brands. All these brands were active in modern grocery retailers and beauty specialist retailers, where they took the most space on shelves.

Beiersdorf with its Nivea brand remains the leading player

Beiersdorf Kazakhstan with its Nivea brand was the clear leader in sun care during 2018. This was due to strong awareness of the Nivea brand in many beauty and personal care categories in Kazakhstan, high brand availability and accessibility in different retail channels, the affordability of the Nivea brand, and frequent advertising and promotion through television, internet, social media and in-store.

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