In 2025, deodorants in Ukraine experienced moderate retail value growth of 7%, reaching UAH3.4 billion in sales. This growth contrasts with a volatile recent past marked by a sharp 22% decline in 2022, followed by recovery years in 2023 and 2024. Despite value growth, volume expansion remained limited, reflecting consumers' cautious spending amid economic pressures and inflation, which stood at 12% for 2025. The population trend further contextualised this performance, with Ukraine’s population

In 2025, fragrances in Ukraine experienced notable value growth of 13%, reaching UAH6.7 billion, despite modest volume growth. This value-driven growth contrasts with the broader regional context of Eastern Europe and reflects the ongoing economic challenges including war-related uncertainty, population decline to approximately 31.4 million, and currency volatility. Inflation remained elevated at 12%, impacting purchasing power and encouraging promotion-sensitive behaviour.

In 2025, hair care in Ukraine exhibited strong double-digit value growth of 15% to reaching UAH15.3 billion, reflecting a robust recovery and expansion after the volatility of recent years. This growth was supported by significant inflationary pressures, with inflation rising to 12% in 2025, which contributed to price adjustments across the category. Despite economic challenges, consumer spending remained resilient, showing a steady upward trajectory over recent years.

In 2025, bath and shower in Ukraine experienced high value growth of 14% to reach UAH6.2 billion, reflecting a market shaped by inflation and economic caution. Volumes declined, indicating that price increases and trading down dominated consumer behaviour rather than expansion in consumption. The retail landscape saw intensified competition from private label products, particularly in bar soap and liquid soap, supported by strong retailer promotion and shelf visibility in major chains like Eva,

Beauty and personal care in Ukraine recorded retail value growth of 14% in 2025, despite a declining population of 31.4 million, highlighting the industry’s resilience driven by cautious, value-conscious consumers who prioritise multifunctionality, efficacy, and cost efficiency. The market’s attractiveness is further enhanced by an accelerating digital transformation, where omnichannel retail strategies and e-commerce expansion reshape consumer purchasing patterns. Leading retailers have success

In 2025, skin care in Ukraine demonstrated a strong performance with retail sales reaching UAH15 billion and achieving a robust growth rate of 13% compared to the previous year. This growth reflects a recovery from the prior volatility observed in 2022 and underscores the resilience of the category amid challenging macroeconomic conditions. Consumer expenditure trends complemented this performance, supported by a positive GDP growth outlook of 2%. Despite a declining population of 31.4 million i

In 2025, colour cosmetics in Ukraine experienced a robust recovery with retail sales reaching UAH9.3 billion, representing growth of 14% compared to 2024. This positive trajectory follows a period of volatility marked by a sharp decline in 2022. The category was supported by cautious, value-oriented consumer spending, where shoppers prioritised affordable yet high-quality products offering visible performance and multifunctionality. This approach aligns with a broader consumer trend favouring li

In 2025, oral care in Ukraine demonstrated robust 14% growth with retail sales value reaching UAH6.7 billion. This performance signals resilience amid ongoing economic and demographic challenges, including a declining population of 31.4 million. The category's growth is underpinned by two distinct consumer behaviours: a strong preference for value-for-money mass toothpaste and manual toothbrushes, alongside increasing demand for clinically backed, professionally positioned oral care products. L

In 2025, sun care in Ukraine experienced a solid recovery and growth, with retail value sales growing robustly by 21% to reach UAH451 million, indicating strong demand despite economic challenges. This growth is set against a backdrop of a declining population of 31.4 million in 2025, and a real GDP growth of 2%, signalling cautious but positive economic conditions.

In 2025, depilatories in Ukraine demonstrated robust growth of 16% to reach UAH793 million, which contrasted with previous years' volatility, including a significant dip in 2022. Although consumer expenditure in Ukraine increased, economic pressures such as a 12% inflation rate heightened consumer price sensitivity, fostering a preference for value-oriented purchasing behaviours. Shoppers increasingly favoured multi-packs, refill cartridges, and promotional bundles, particularly in women's razor

In 2025, baby and child-specific products in Ukraine experienced a robust retail value increase of 23%, reaching UAH1.9 billion. This growth was mainly driven by 12% inflation, as demographic contraction constrained volume growth potential, with the total population declining to 31.4 million during the year. This further limited expansion opportunities and intensified competition for a shrinking base of young families. This environment shaped a market reliant more on premiumisation and value ext

In 2025, men's grooming in Ukraine experienced robust retail value growth of 13%, reaching UAH8.6 billion. This growth was mainly driven by elevated inflation of 12% as volume sales stagnated, indicating economic pressures on consumers. Despite these challenges, the category outperformed economic growth rates, driven primarily by consumers’ prioritisation of value-for-money and essential grooming products over discretionary spending. This behavioural shift was reflected in increased sales of mas

Mass beauty and personal care in Ukraine demonstrated a robust recovery and growth trajectory in 2025, with retail value sales reaching UAH46.7 billion, reflecting a significant 13% increase compared to 2024. This performance contrasts with the volatility observed in previous years, notably the sharp decline of -27% in 2022, highlighting a resilient rebound driven by consumer adaptation to economic conditions. However, inflation at 12% in 2025, coupled with cautious household budgeting, accentua

In 2025, premium beauty and personal care in Ukraine achieved robust value growth of 15%, rising to UAH11.4 billion, outperforming the previous year's 18% growth and signalling a strong recovery from the sharp decline of -38% in 2022. This growth reflected the resilient aspirational demand among urban, digitally active consumers who prioritised selective premium purchases despite cautious macroeconomic conditions. Consumer behaviour has evolved towards “justified premiumisation,” where shoppers

Tissue and hygiene in Ukraine delivered a marked year-on-year uplift in value, with current value sales increasing by 12% to UAH25 billion in 2025, significantly outpacing the more stable growth rates seen across Eastern Europe despite ongoing population decline and elevated inflation at 12%. The market remains attractive for players capable of delivering affordability and essential functionality, as price sensitivity and cautious spending are reinforced by demographic contraction and modest rea

Menstrual care in Ukraine in 2025 reflected a modest return to volume growth following several years of decline, reaching 1.3 billion units. This stabilisation came against a backdrop of ongoing economic pressure, with the total population continuing to fall to 31.4 million along with a further drop in the core consumer segment, the female population aged 12-54, down to 9.2 million. The overwhelming focus on affordability shaped purchasing behaviour, as consumers responded to shrinking disposab

Away-from-home tissue and hygiene in Ukraine in 2025 was characterised by pronounced resilience and adaptation in the face of war-driven challenges, setting it apart from the broader regional context. Value sales of away-from-home tissue and hygiene rose sharply by 15% to UAH1.3 billion, marking a substantial acceleration compared to the previous year’s 5% growth and outpacing both regional and global growth rates for the category. This surge is directly linked to heightened usage in high-traffi

Wipes experienced a pronounced shift in consumer priorities in 2025, as affordability and essential functionality became the decisive factors driving performance. Value sales for wipes in Ukraine surged to UAH1.1 billion, representing a striking 88% increase on the previous year. This exceptional current value growth was set against a backdrop of continued economic pressure, wartime disruption, and a contracting population, which declined from 32.7 million in 2024 to 31.4 million in 2025. Despit

Retail tissue in 2025 saw a notable rebound in volume, increasing by 2% to reach 72,416 tonnes, following three years of declines. Despite this modest recovery in volume, value sales experienced a significant jump, up by 21% to UAH11.4 billion, reflecting the impact of inflation and shifts in consumer behaviour towards cost-effective formats. The performance of retail tissue in this period stands out against a backdrop of ongoing economic and social challenges, including a sharp decline in the

In 2025, retail volume of nappies, diapers and pants in Ukraine contracted by 2% to 430 million units. This downturn was primarily driven by severe demographic challenges, including a significant outflow of young families and a declining birth rate, with only 86,795 newborns registered in the first half of the year. Consequently, the total population decreased to 31.4 million, and the 0-3 age cohort shrank to 820,000. These unique national pressures resulted in a sharper drop in demand compared

Retail adult incontinence in Ukraine in 2025 showed a striking contrast to the broader region, driven by unique wartime circumstances and strong demand for affordable solutions. Retail volume reached 189 million units, marking a modest 2% growth from 2024, a deceleration after the extraordinary 35% growth the previous year. This dynamic was rooted in acute situational demand, frequent air raids, disruptions to utilities, and displacement have expanded the consumer base well beyond traditional el

In 2025, the bleach category in Ukraine performed strongly due to its low price, wide availability, and essential role during ongoing economic hardship. With inflation remaining high at 12% and household incomes under pressure, consumers increasingly chose basic, affordable cleaning products, favouring private label and discount options. The median disposable income per household in Ukraine was UAH408,958 in 2025, indicating a steady increase from UAH337,047 in 2024.

In 2025, the toilet care market in Ukraine was characterised by a significant shift towards value-driven choices, driven by ongoing inflation and reduced disposable incomes. The retail value of toilet care grew to UAH1.09 billion, representing 17% growth. This growth was largely driven by consumers seeking better value, with brands like Domestos and Bref responding by expanding their product ranges to include larger and more economical formats.

In 2025, Ukraine's air care market was shaped by economic challenges and cautious consumer spending, which pushed buyers to seek affordable yet indulgent home fragrance solutions. Despite inflationary pressure, many households continued to view air care as a small, accessible luxury, choosing automatic diffusers, liquid refills, and long-lasting gels that offered continuous freshness without frequent replacement. This shift toward automatic and multi-use formats reflected a preference for conven