Beauty and Personal Care in Kazakhstan
Beauty and personal care in 2024: The big picture
What next for beauty and personal care ?
Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
Summary 1 Research Sources
Baby and Child-Specific Products in Kazakhstan
Sales rise alongside positive demographic trends
Consumer trust and commitment to scientific innovation are key to Johnson & Johnson’s success
Grocery retailers remain dominant, while convenience stores and e-commerce rapidly gain ground
Specialised solutions will drive market growth
Demand for organic and natural products to shape innovation strategies
Convenience-focused, multifunctional products will appeal to busy parents
Table 11 Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
Bath and Shower in Kazakhstan
Shift towards body wash/shower gel drives value growth
Colgate-Palmolive holds sway
Health and beauty specialists retain their lead but e-commerce gains strength
Movement towards higher-priced body washes/shower gels will be key driver of growth
Consumer preferences will shift towards larger formats and “clean” formulations
Bath and shower products are evolving with skin care-grade ingredients and multifunctionality
Table 21 Sales of Bath and Shower by Category: Value 2019-2024
Table 22 Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
Table 24 NBO Company Shares of Bath and Shower: % Value 2020-2024
Table 25 LBN Brand Shares of Bath and Shower: % Value 2021-2024
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
Table 27 Forecast Sales of Bath and Shower by Category: Value 2024-2029
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
Colour Cosmetics in Kazakhstan
Colour cosmetics rebounds as self-expression returns post-pandemic
Focus on localisation helps brands to extend their reach
Social media platforms help to drive sales through e-commerce
Shift towards premiumisation and natural beauty will support value growth
Growing appetite for hybrid colour cosmetics
Ethical claims will play a growing role in brand differentiation
Table 30 Sales of Colour Cosmetics by Category: Value 2019-2024
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2024-2029
Deodorants in Kazakhstan
Diverse and expanding population supports market growth
Strong branding and localisation efforts are key factors behind multinationals’ success
E-commerce and convenience stores are key drivers of growth
Deodorants to see steady growth alongside evolving daily hygiene routines
Old Spice is well-poised to strengthen its market position
Convenience-sized products show promise
Table 39 Sales of Deodorants by Category: Value 2019-2024
Table 40 Sales of Deodorants by Category: % Value Growth 2019-2024
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
Table 42 NBO Company Shares of Deodorants: % Value 2020-2024
Table 43 LBN Brand Shares of Deodorants: % Value 2021-2024
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
Table 45 Forecast Sales of Deodorants by Category: Value 2024-2029
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
Depilatories in Kazakhstan
Convenient and skin-friendly depilatories see growing popularity
Established players benefit of high degree of consumer trust, while new formats stimulate growth
Expanding availability through digital channels
Shift towards long-term hair removal solutions
Growing interest in gentle, natural ingredients
Players will invest in innovation to preserve market share
Table 48 Sales of Depilatories by Category: Value 2019-2024
Table 49 Sales of Depilatories by Category: % Value Growth 2019-2024
Table 50 NBO Company Shares of Depilatories: % Value 2020-2024
Table 51 LBN Brand Shares of Depilatories: % Value 2021-2024
Table 52 Forecast Sales of Depilatories by Category: Value 2024-2029
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
Fragrances in Kazakhstan
Increasing household incomes and rising interest in self-expression drive fragrance sales
Direct seller Mary Kay retains its lead
E-commerce gains traction
Continued growth for fragrances, supported by gifting culture and social media influence
Amway to lose ground, while Yves Saint Laurent is poised for further gains
Sustainability concerns will impact product innovation
Table 54 Sales of Fragrances by Category: Value 2019-2024
Table 55 Sales of Fragrances by Category: % Value Growth 2019-2024
Table 56 NBO Company Shares of Fragrances: % Value 2020-2024
Table 57 LBN Brand Shares of Fragrances: % Value 2021-2024
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
Table 60 Forecast Sales of Fragrances by Category: Value 2024-2029
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
Hair Care in Kazakhstan
Hair colourants registers strongest performance
L’Oreal continues to hold sway
Grocery retailers remain popular, thanks to their convenience
Consumers will increasingly look to replicate salon professional results at home
Consumer shift towards more sophisticated treatments
3-in-1 formulas and men’s products will gain momentum
Table 62 Sales of Hair Care by Category: Value 2019-2024
Table 63 Sales of Hair Care by Category: % Value Growth 2019-2024
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
Table 65 NBO Company Shares of Hair Care: % Value 2020-2024
Table 66 LBN Brand Shares of Hair Care: % Value 2021-2024
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
Table 70 Forecast Sales of Hair Care by Category: Value 2024-2029
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
Men's Grooming in Kazakhstan
Diversification of product offerings and premium fragrances drive growth
Multinational players dominate sales
E-commerce platforms see surge in number of purchases
Influencers will help widen audience for men’s grooming products
Beard care will go mainstream
Anti-ageing and multifunctional products will define men’s skin care
Table 73 Sales of Men’s Grooming by Category: Value 2019-2024
Table 74 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
Table 77 NBO Company Shares of Men’s Grooming: % Value 2020-2024
Table 78 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
Table 80 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
Table 81 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
Oral Care in Kazakhstan
Growing awareness drives demand for diverse oral care solutions
Innovation gives Colgate-Palmolive competitive advantage
Retail e-commerce continues to expand
Demographic segmentation will support steady market expansion
Manufacturers will look to develop more comprehensive oral care solutions, in bid to drive value
Products for sensitive teeth and gums to gain traction
Table 82 Sales of Oral Care by Category: Value 2019-2024
Table 83 Sales of Oral Care by Category: % Value Growth 2019-2024
Table 84 Sales of Toothbrushes by Category: Value 2019-2024
Table 85 Sales of Toothbrushes by Category: % Value Growth 2019-2024
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
Table 87 NBO Company Shares of Oral Care: % Value 2020-2024
Table 88 LBN Brand Shares of Oral Care: % Value 2021-2024
Table 89 Forecast Sales of Oral Care by Category: Value 2024-2029
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
Table 91 Forecast Sales of Toothbrushes by Category: Value 2024-2029
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
Skin Care in Kazakhstan
Skin type diversity is key driver of growth
Mary Kay continues to lead sales
Health and beauty specialists continue to be valued for their expert guidance but e-commerce gains ground
Mass face masks to lead growth
Continued manufacturer focus on advanced, active ingredients
Multifunctional skin care products will gain popularity
Table 93 Sales of Skin Care by Category: Value 2019-2024
Table 94 Sales of Skin Care by Category: % Value Growth 2019-2024
Table 95 NBO Company Shares of Skin Care: % Value 2020-2024
Table 96 LBN Brand Shares of Skin Care: % Value 2021-2024
Table 97 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
Table 98 Forecast Sales of Skin Care by Category: Value 2024-2029
Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
Sun Care in Kazakhstan
Rising awareness of dangers of solar UV radiation fuels demand
Beiersdorf leads while Face Shop harnesses growing local interest in Korean beauty trends
Retail landscape continues to evolve
Self-tanning is expected to gain traction as consumers increasingly view it as safer alternative to sun exposure
Expanding user base will drive growth
Movement towards “cleaner” formulations and multifunctional benefits
Table 100 Sales of Sun Care by Category: Value 2019-2024
Table 101 Sales of Sun Care by Category: % Value Growth 2019-2024
Table 102 Sales of Sun Care by Premium vs Mass: % Value 2019-2024
Table 103 NBO Company Shares of Sun Care: % Value 2020-2024
Table 104 LBN Brand Shares of Sun Care: % Value 2021-2024
Table 105 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
Table 106 Forecast Sales of Sun Care by Category: Value 2024-2029
Table 107 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029
Premium Beauty and Personal Care in Kazakhstan
Premium beauty and personal care shows particular dynamism
L’Oréal leads while Versace emerges as a standout performer
Male consumers are increasingly investing in premium grooming and skin care
Premium beauty and personal care set to continue its steady growth trajectory
Multifunctional products become essential in premium beauty space
New textures and formats will reshape premium beauty offerings
Table 108 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 109 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 110 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
Table 111 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
Mass Beauty and Personal Care in Kazakhstan
Mass beauty and personal care products benefit from affordability
Mass skin care takes centre stage
L'Oréal maintains strong position
Steady anticipated growth for mass beauty and personal care
Male consumers are increasingly embracing broader beauty and personal care routines
Mass brands set to introduce more advanced ingredients and localised solutions
Table 114 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 115 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 116 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
Table 117 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
Table 118 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
Table 119 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029