Cosmetics And Toiletries in Belarus
Euromonitor International's Cosmetics And Toiletries in Belarus market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 102 | Publication date: Aug 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Rising income levels and consumer awareness stimulate growth
In 2006 the cosmetics and toiletries environment in Belarus maintained stable development. Consumers demonstrated increasing interest in higher value products offering a range of more advanced features. This was particularly true in urban areas, underpinned by rising income levels and increased availability. Consumers’ increasing knowledge of the products on offer, and their awareness of the benefits offered by many cosmetics and toiletries, also stimulated growth in 2006.
Product developments and advertising attract consumers
Both foreign and local companies launched new products and established more stable distribution chains in 2006. Newly launched products from foreign manufacturers appeared on Belarusian shelves at the same time as they appeared in the other European countries. Advertising also became increasingly aggressive due to greater investment by local companies. Manufacturers also offered many products in more interesting or higher quality packaging. New, attractively packaged products supported by advertising promoting natural features or a herbal base saw particularly notable performances in 2006.
New niches continue emerging
In 2006 niches of more sophisticated products became more visible. Men’s shampoo and men’s bath and shower products, for example, gained an increasingly significant presence as more products became available. Baby toiletries also saw growth thanks to new launches by a few local players. Electric toothbrushes also became more popular, but remained unaffordable to the majority of consumers, who continued to prefer traditional manual toothbrushes. Here, too, however, rising income levels resulted in increased sales of more advanced products. Increased awareness of personal appearance stimulated sales of men’s grooming products, and parents demonstrated greater interest in baby toiletries.
Direct sales growth
Direct sales remained one of the most dynamic distribution channels for cosmetics and toiletries in Belarus in 2006, surging ahead in many areas of the market. The impressive performance of this channel, particularly Oriflame, was due to the offer of a wide range of mass products in a popular socialising context, which appeals to Belarusian women. This company saw dramatic increases in share as it took advantage of its ability to reach less affluent consumers outside urban areas. These consumers are aware of changing trends and product availability, buy have limited access to bricks and mortar outlets offering modern products.
Local manufacturers’ potential remains high
Local manufacturers’ presence continued to grow in 2006. This was due to the high quality and affordability of their products, which appeals to cost-conscious Belarusian consumers. Consumers in the country increasingly expect a wide selection of high quality products at competitive prices, due to their preference for value for money. Local players are able to offer products at competitive prices as they benefit from low production costs and a longstanding presence in the Belarusian market. As domestic companies develop they represent an increasing challenge of foreign players.
Continued development predicted for forecast period
Over the forecast period the Belarusian cosmetics and toiletries market is expected to see continued growth as consumers’ incomes rise, along with their awareness of the increasingly wide range of benefits offered by modern products. Price competition is also likely as domestic players compete with their multinational opponents by offering a range of higher quality products. As consumers see disposable incomes rise they are likely to become increasingly demanding, seeking out more advanced formulations and products with added value features. However, their inherently price-conscious nature will remain, particularly as the majority of the country’s population is in the low income segment.
Table of contents
COSMETICS AND TOILETRIES IN BELARUS : MARKET INSIGHT
EXECUTIVE SUMMARY
Rising income levels and consumer awareness stimulate growth
Product developments and advertising attract consumers
New niches continue emerging
Direct sales growth
Local manufacturers’ potential remains high
Continued development predicted for forecast period
KEY TRENDS AND DEVELOPMENTS
Investment potential still limited for foreign players
Domestic vs multinational
Distribution patterns improve
Premium vs mass
Counterfeits products still present
Natural products increasingly important
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
Table 8 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
DEFINITIONS
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Baby Care by Subsector: Value 2001-2006
Table 11 Sales of Baby Care by Subsector: % Value Growth 2001-2006
Table 12 Baby Care Company Shares by Retail Value 2002-2006
Table 13 Baby Care Brand Shares by Retail Value 2003-2006
Table 14 Forecast Sales of Baby Care by Subsector: Value 2006-2011
Table 15 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
Table 16 Baby Care Premium Vs Mass % Analysis 2001-2006
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector data
Table 17 Sales of Bath and Shower Products by Subsector: Value 2001-2006
Table 18 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
Table 19 Bath and Shower Products Company Shares by Retail Value 2002-2006
Table 20 Bath and Shower Products Brand Shares by Retail Value 2003-2006
Table 21 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
Table 22 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
Table 23 Bath and Shower Products Premium Vs Mass % Analysis 2001-2006
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector data
Table 24 Sales of Deodorants by Subsector: Value 2001-2006
Table 25 Sales of Deodorants by Subsector: % Value Growth 2001-2006
Table 26 Deodorants Company Shares by Retail Value 2002-2006
Table 27 Deodorants Brand Shares by Retail Value 2003-2006
Table 28 Forecast Sales of Deodorants by Subsector: Value 2006-2011
Table 29 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
Table 30 Deodorants Premium Vs Mass % Analysis 2001-2006
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector data
Table 31 Sales of Hair Care by Subsector: Value 2001-2006
Table 32 Sales of Hair Care by Subsector: % Value Growth 2001-2006
Table 33 Hair Care Company Shares by Retail Value 2002-2006
Table 34 Hair Care Brand Shares by Retail Value 2003-2006
Table 35 Forecast Sales of Hair Care by Subsector: Value 2006-2011
Table 36 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
Table 37 Hair Care Premium Vs Mass % Analysis 2001-2006
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector data
Table 38 Sales of Colour Cosmetics by Subsector: Value 2001-2006
Table 39 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
Table 40 Colour Cosmetics Company Shares by Retail Value 2002-2006
Table 41 Colour Cosmetics Brand Shares by Retail Value 2003-2006
Table 42 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
Table 43 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
Table 44 Colour Cosmetics Premium Vs Mass % Analysis 2001-2006
MEN’S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector data
Table 45 Sales of Men's Grooming Products by Subsector: Value 2001-2006
Table 46 Sales of Men's Grooming Products by Subsector: % Value Growth 2001-2006
Table 47 Men's Grooming Products Company Shares by Retail Value 2002-2006
Table 48 Men's Grooming Products Brand Shares by Retail Value 2003-2006
Table 49 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 50 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
Sector data
Table 51 Sales of Oral Hygiene by Subsector: %Value Growth 2001-2006
Table 52 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 53 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 54 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 55 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 56 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 57 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 58 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 59 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector data
Table 60 Sales of Fragrances by Subsector: Value 2001-2006
Table 61 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 62 Fragrances Company Shares by Retail Value 2002-2006
Table 63 Fragrances Brand Shares by Retail Value 2003-2006
Table 64 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 65 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector data
Table 66 Sales of Skin Care by Subsector: Value 2001-2006
Table 67 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 68 Sales of Facial Care by Subsector: Value 2001-2006
Table 69 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 70 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 71 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 72 Sales of Body Care by Subsector: Value 2001-2006
Table 73 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 74 Skin Care Company Shares by Retail Value 2002-2006
Table 75 Skin Care Brand Shares by Retail Value 2003-2006
Table 76 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 77 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 78 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 79 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 80 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 81 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 82 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 83 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 84 Skin Care Premium Vs Mass % Analysis 2001-2006
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector data
Table 85 Sales of Depilatories by Subsector: Value 2001-2006
Table 86 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 87 Depilatories Company Shares by Retail Value 2002-2006
Table 88 Depilatories Brand Shares by Retail Value 2003-2006
Table 89 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 90 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector data
Table 91 Sales of Sun Care by Subsector: Value 2001-2006
Table 92 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 93 Sun Care Company Shares by Retail Value 2002-2006
Table 94 Sun Care Brand Shares by Retail Value 2003-2006
Table 95 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 96 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 97 Sun Care Premium Vs Mass % Analysis 2001-2006
BELITA SP OOO – VITEKS ZAO
Strategic Direction
Key Facts
Summary 1 Belita SP OOO – Viteks ZAO: Key Facts
Company Background
Production
Competitive Positioning
BELKOSMEX SP
Strategic Direction
Key Facts
Summary 2 Belkosmex SP: Key Facts
Company Background
Production
Competitive Positioning
BELOR DESIGN COOO
Strategic Direction
Key Facts
Summary 3 Belor Design SP: Key Facts
Company Background
Production
Competitive Positioning
DILIS MARKET OOO
Strategic Direction
Key Facts
Summary 4 Dilis Market OOO: Key Facts
Company Background
Production
Competitive Positioning
MODUM SOO
Strategic Direction
Key Facts
Summary 5 Modum SOO: Key Facts
Company Background
Production
Competitive Positioning