Beauty and Personal Care in Belarus

Beauty and Personal Care in Belarus

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

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

Foreign players strengthen their positions

COVID-19 set to have longer-term consequences for beauty and personal care in Belarus

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Stable performance stimulated by sound economic development boosts sales of higher-end mass products in 2019

Intense competition results in active discounts and promotions

Multinationals retain their leading positions

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024

Premium Beauty and Personal Care in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Limited consumer base for premium colour cosmetics dampens growth

Emerging players, growing variety and availability stimulate value growth

Multinational brands retain leading positions

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024

Baby and Child-Specific Products in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumer price-sensitivity characterises the market in 2019

Health-conscious consumers pay greater attention to product ingredients

Multinationals retain leading positions

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024

Bath and Shower in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Growing hygiene standards, urbanisation and increasing disposable incomes stimulate value growth

New product development stimulates consumer interest in this category

Intense competition intensifies amongst bath and shower players

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Table 33 Sales of Bath and Shower by Category: Value 2014-2019
Table 34 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 36 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 37 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 39 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024

Deodorants in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Improving hygiene standards, expansion of modern retail into the regions and more active lifestyles support growth

Belarusians show growing interest in more efficient and practical deodorants

Competition is led by foreign advertised brands

2020 AND BEYOND

COVID-19 impact

Affected products within deodorants

Recovery and opportunities

CATEGORY DATA

Table 42 Sales of Deodorants by Category: Value 2014-2019
Table 43 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 45 NBO Company Shares of Deodorants: % Value 2015-2019
Table 46 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2016-2019
Table 48 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 50 Forecast Sales of Deodorants by Premium vs Mass: % Value 2019-2024

Depilatories in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Stable performance led by women’s razors and blades

Desire for long-lasting depilation boosts product assortment

Intensifying competition due to growing number of players

2020 AND BEYOND

COVID-19 impact

Affected products within depilatories

Recovery and opportunities

CATEGORY DATA

Table 51 Sales of Depilatories by Category: Value 2014-2019
Table 52 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Depilatories: % Value 2015-2019
Table 54 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 55 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 56 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024

Fragrances in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Important role for fragrances as busy lifestyles boost demand for sets/kits and travel size packs

Pairing and personalisation are strong trends in fragrances in 2019

Fragmented competition due to large number of brands

2020 AND BEYOND

COVID-19 impact

Affected products within fragrances

Recovery and opportunities

CATEGORY DATA

Table 57 Sales of Fragrances by Category: Value 2014-2019
Table 58 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 59 NBO Company Shares of Fragrances: % Value 2015-2019
Table 60 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 61 LBN Brand Shares of Premium Men's Fragrances: % Value 2016-2019
Table 62 LBN Brand Shares of Premium Women's Fragrances: % Value 2016-2019
Table 63 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 64 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024

Hair Care in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Growing interest in eco and natural products, but not at any price

Salon professional hair care on the wane due to declining number of fully-trained hair dressers

Multinationals characterise hair care in Belarus, including leading player L’Oréal Groupe

2020 AND BEYOND

COVID-19 impact

Affected products within hair care

Recovery and opportunities

CATEGORY DATA

Table 65 Sales of Hair Care by Category: Value 2014-2019
Table 66 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 67 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 68 NBO Company Shares of Hair Care: % Value 2015-2019
Table 69 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 71 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 72 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 73 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 74 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 75 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

Men's Grooming in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Conservative men focus on essential grooming products

Men’s toiletries supports value growth

Intense competition amongst strongest multinationals persists

2020 AND BEYOND

COVID-19 impact

Affected products within men’s grooming

Recovery and opportunities

CATEGORY DATA

Table 76 Sales of Men’s Grooming by Category: Value 2014-2019
Table 77 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 78 Sales of Men's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 79 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2019
Table 80 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 81 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 82 LBN Brand Shares of Men's Razors and Blades: % Value 2016-2019
Table 83 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 84 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024

Oral Care in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Growing awareness of oral hygiene and high cost of dental treatment boost demand for wider range of oral care

Rising disposable incomes create demand for sophisticated products and those made from natural ingredients

Multinationals, including leader Colgate-Palmolive, strengthen their value share in oral care

2020 AND BEYOND

COVID-19 impact

Affected products within oral care

Recovery and opportunities

CATEGORY DATA

Table 85 Sales of Oral Care by Category: Value 2014-2019
Table 86 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 87 Sales of Toothbrushes by Category: Value 2014-2019
Table 88 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 89 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 90 NBO Company Shares of Oral Care: % Value 2015-2019
Table 91 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 92 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 93 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 94 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 95 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024

Skin Care in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Growing demand for new and healthy products especially those that provide quick results

Hectic lifestyles boost demand for products that offer convenience

Leading competitors retain their value share

2020 AND BEYOND

COVID-19 impact

Affected products within skin care

Recovery and opportunities

CATEGORY DATA

Table 96 Sales of Skin Care by Category: Value 2014-2019
Table 97 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 98 NBO Company Shares of Skin Care: % Value 2015-2019
Table 99 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 100 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 101 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 102 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024

Sun Care in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand for sun care remains seasonal with lack of daily usage during summer

Rising demand for more sophisticated products from a small but growing consumer base

L’Oréal Groupe retains top spot in 2019 thanks to the popularity of multinational brands

2020 AND BEYOND

COVID-19 impact

Affected products within sun care

Recovery and opportunities

CATEGORY DATA

Table 103 Sales of Sun Care by Category: Value 2014-2019
Table 104 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 105 Sales of Sun Care by Premium vs Mass: % Value 2014-2019
Table 106 NBO Company Shares of Sun Care: % Value 2015-2019
Table 107 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 108 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 109 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 110 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024
Table 111 Forecast Sales of Sun Care by Premium vs Mass: % Value 2019-2024

Colour Cosmetics in Belarus

HEADLINES

PRE-COVID-19 PERFORMANCE

Social media and beauty bloggers stimulate interest in colour cosmetics

Growing personalisation trend leads to more blending and mixing of colour cosmetics

Multinationals strengthen their value share in 2019 thanks to popular advertising campaign

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Table 112 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 113 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 114 Sales of Colour Cosmetics by Premium vs Mass: % Value 2014-2019
Table 115 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 116 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 117 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 118 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 119 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 120 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024

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