Sun Care in Kazakhstan

PROSPECTS

Strong competition from colour cosmetics and skin care

Many consumers in Kazakhstan still believe that sun care products are only needed while on the beach, in outdoor swimming pools, or when hiking in the mountains. For ordinary life in towns, skin care products and colour cosmetics with lower SPF rates are typically used instead of sun care.

Focus on young consumers

Manufacturers of sun care products are increasingly targeting young consumers, who tend to be more open to new experiences and product developments. In addition, this also offers the opportunity to foster brand loyalty.

Male consumers remain ambivalent about sun care

In Kazakhstan, the trend towards beauty and personal care among men is developing, with beauty and personal care product penetration remaining low in this segment. However, while demand in areas such as men’s grooming is rising, in sun care the situation is less promising, with the majority of men not seeing sun care as an essential product, typically only using brands in this area when with their partner on holiday.

COMPETITIVE LANDSCAPE

Opportunities for private label sun care

In Kazakhstan, the development of private label ranges remains limited, with almost no retailers offering beauty and personal care products. Consequently, no private label sun care ranges are currently available.

New product developments with added value benefits

In 2017, sun care was characterised by a lack of new product developments and innovations. In order to increase sales of sun care in Kazakhstan, manufacturers will need to focus on new product developments.

Manufacturers focusing on marketing campaigns

Advertising and promotional support remains limited in sun care. Usually, there is some advertising through the internet and in stores during summer, while other periods of the year are quiet.

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