Executive Summary

Jun 2019
Value growth rate unchanged due to increasing number of promotional sales

In 2018, beauty and personal care in Belarus recorded a similar performance to 2017 with strong single-digit current value growth. The fairly stable exchange rate, moderate level of inflation and growing disposable incomes positively affected value sales, as local consumers were enthusiastic about purchasing their favourite products.

Attention to appearance, healthy living and advertisements influence consumers’ choices

Beauty and personal care in Belarus was impacted by several consumer trends. Local women paid greater attention to their appearance; as a result, they became increasingly willing to purchase a higher number of products to reach desired results.

Foreign players strengthen their positions

Competition within beauty and personal care remained intense during 2018, with a number of newcomers adding to the high number of known and popular brands. NYX by L’Oréal Groupe, which entered in 2017, and MAC by Estée Lauder Cos Inc, actively developed over the review period, were taking value share from existing players.

Consumer trends influence new product development

New product development in Belarus in 2018 was greatly influenced by consumer trends, including a greater interest in natural ingredients. As a result, beauty and personal care that contained natural ingredients gained greater shelf space.

Growth of disposable incomes and consumer trends boost forecast value growth

Beauty and personal care in Belarus is expected to retain its stable above inflation volume and current value growth, led by oral care and skin care. The unsaturated category of oral care will grow due to rising levels of oral hygiene, high dental expenses and the desire to prevent oral problems rather than rectifying them.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Belarus with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Belarus, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Belarus for free (where applicable):

The Beauty and Personal Care in Belarus market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beauty and Personal Care in Belarus?
  • What are the major brands in Belarus?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Beauty and Personal Care in Belarus

EXECUTIVE SUMMARY

Value growth rate unchanged due to increasing number of promotional sales
Attention to appearance, healthy living and advertisements influence consumers’ choices
Foreign players strengthen their positions
Consumer trends influence new product development
Growth of disposable incomes and consumer trends boost forecast value growth

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Belarus

HEADLINES

PROSPECTS

Economic stability and growing assortment result in stable value sales
Parents of older children purchase greater number of baby and child-specific products
Health-conscious consumers pay greater attention to ingredients

COMPETITIVE LANDSCAPE

Multinationals retain leading positions
Price pressure stimulates presence of discounts
Healthy living trend influences new product development

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Belarus

HEADLINES

PROSPECTS

Growing hygiene standards, urbanisation and increasing disposable incomes stimulate value growth
Texture and fragrance remain major determinants of purchasing decision
Bath additives’ volume sales stimulated by busy lifestyles

COMPETITIVE LANDSCAPE

Intense competition intensifies amongst bath and shower players
Price sensitivity increases presence of discounts
New product development positively affects bath and shower’s volume sales

CATEGORY DATA

Table 21 Sales of Bath and Shower by Category: Value 2013-2018
Table 22 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 24 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 25 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 27 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Belarus

HEADLINES

PROSPECTS

Slower value growth due to promotions and fading trend of intensive facial make-up
Increasing consumer awareness set to support forecast value growth
Busy lifestyles and nude trend negatively impact value growth

COMPETITIVE LANDSCAPE

Multinationals strengthen their value share
Newcomers intensify competition within colour cosmetics
Colour cosmetics faces competition from professional services

CATEGORY DATA

Table 30 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Deodorants in Belarus

HEADLINES

PROSPECTS

Rising hygiene standards and expansion of modern retail into regions support growth
Belarusians show growing interest in more efficient and practical deodorants
Greater consumer awareness leads to attention to composition

COMPETITIVE LANDSCAPE

Competition is led by foreign advertised brands
Promotions undermine value sales of deodorants
Consumer trends affect new product development

CATEGORY DATA

Table 39 Sales of Deodorants by Category: Value 2013-2018
Table 40 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 42 NBO Company Shares of Deodorants: % Value 2014-2018
Table 43 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 45 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 47 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Depilatories in Belarus

HEADLINES

PROSPECTS

Stable performance led by women’s razors and blades
Busy lifestyles and economising trend positively impacts value sales
Desire for long-lasting depilation results in growing assortment

COMPETITIVE LANDSCAPE

Intensifying competition due to growing number of players
Growing share of promotional sales
New product development targets convenience and sensitive skin

CATEGORY DATA

Table 48 Sales of Depilatories by Category: Value 2013-2018
Table 49 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 50 NBO Company Shares of Depilatories: % Value 2014-2018
Table 51 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 52 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Belarus

HEADLINES

PROSPECTS

Stable value growth is stimulated by mass women’s fragrances
Assortment growth and frequent new product development drive value growth
Personalisation associated with fragrances encourages volume growth

COMPETITIVE LANDSCAPE

Fragmented competition due to large number of brands
Direct selling still a major distribution channel
Additional discounts encourage value sales of fragrances

CATEGORY DATA

Table 54 Sales of Fragrances by Category: Value 2013-2018
Table 55 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Fragrances: % Value 2014-2018
Table 57 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 60 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Belarus

HEADLINES

PROSPECTS

Stable hair care performance is led by shampoos and colourants
Local consumers to spend more on hair care
Healthy lifestyles influence demand for natural hair care ingredients

COMPETITIVE LANDSCAPE

Multinationals dominate hair care in Belarus
Tight competition leads to greater player activity
Vast number of new products linked to consumer trends

CATEGORY DATA

Table 62 Sales of Hair Care by Category: Value 2013-2018
Table 63 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 65 NBO Company Shares of Hair Care: % Value 2014-2018
Table 66 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 70 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Belarus

HEADLINES

PROSPECTS

Stable performance stimulated by sound economic development
Price sensitivity hampers value growth
Consumer awareness and desire to look good encourages value growth

COMPETITIVE LANDSCAPE

Multinationals retains leading positions
Intense competition results in active discounts and promotions
Discounters gain greater value share

CATEGORY DATA

Table 73 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 74 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 75 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 76 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 77 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 78 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Belarus

HEADLINES

PROSPECTS

Men’s toiletries supports value growth
Consumer trends influence men’s grooming
Conservative men only purchase essential grooming products

COMPETITIVE LANDSCAPE

Intense competition amongst strongest multinationals persists
Active advertising and discounts encourage volume sales
Leaders offer new product development

CATEGORY DATA

Table 79 Sales of Men’s Grooming by Category: Value 2013-2018
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 83 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Belarus

HEADLINES

PROSPECTS

Oral care value sales supported by toothpaste and manual toothbrushes
Improving oral hygiene standards and high dental expenses encourage oral care’s growth
Growing assortment and availability encourage value sales

COMPETITIVE LANDSCAPE

Multinationals strengthen value share
Price plays important role in diminishing brand loyalty
Foreign brands dominate due to greater shelf space and popularity

CATEGORY DATA

Table 88 Sales of Oral Care by Category: Value 2013-2018
Table 89 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 90 Sales of Toothbrushes by Category: Value 2013-2018
Table 91 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 93 NBO Company Shares of Oral Care: % Value 2014-2018
Table 94 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 95 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 96 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 97 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 98 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Belarus

HEADLINES

PROSPECTS

Stable value growth supported by improving economic situation
Emerging players, growing variety and availability stimulate value growth
Outbound shopping and tourism negatively affects value sales

COMPETITIVE LANDSCAPE

Multinational brands retain leading positions
Several local retailers gain value share
Competition from professional services persists

CATEGORY DATA

Table 99 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 100 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 101 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 102 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 103 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 104 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Belarus

HEADLINES

PROSPECTS

Consumers’ growing attention to appearance and awareness stimulates value sales
Consumers pay greater attention to products promising visible effects
Anti-age, pigmentation problems and Korean trends drive facial care’s value sales

COMPETITIVE LANDSCAPE

Leading competitors retain their value share
Intensive competition exists among local retail channels
Large number of new product developments encourage skin care’s value sales

CATEGORY DATA

Table 105 Sales of Skin Care by Category: Value 2013-2018
Table 106 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 107 NBO Company Shares of Skin Care: % Value 2014-2018
Table 108 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 110 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Belarus

HEADLINES

PROSPECTS

Outbound tourism growth and stable economic performance boost sun care sales
Demand for sun care remains seasonal with lack of daily usage during summer
Focus on effectiveness rather than ingredients and impact on environment

COMPETITIVE LANDSCAPE

Popular multinational brands retain leading positions
Tight competition based on price remains
Consumer trends affect new product development

CATEGORY DATA

Table 112 Sales of Sun Care by Category: Value 2013-2018
Table 113 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 115 NBO Company Shares of Sun Care: % Value 2014-2018
Table 116 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 118 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 120 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023