Beauty and Personal Care in Belarus

Beauty and Personal Care in Belarus

EXECUTIVE SUMMARY

Improving economic conditions and market trends stimulate growth

Growing interest in Asian products

Beauty and personal care remains dominated by foreign players

Most new product developments were offered by local companies

Economic recovery and competition between leading players to stimulate stable value growth

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Bath and Shower in Belarus

HEADLINES

PROSPECTS

Continued retail value growth due to rising personal hygiene awareness

Economisation trends still an influence

Fragrance important when purchasing bath additives, body wash and liquid soap products

COMPETITIVE LANDSCAPE

Key players retain their positions

Foreign products remain strong due to wide availability and promotions

Local companies remain leaders in new product developments

CATEGORY DATA

Table 11 Sales of Bath and Shower by Category: Value 2012-2017
Table 12 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 13 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 15 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 16 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 17 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 18 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 19 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Belarus

HEADLINES

PROSPECTS

Category registers strong current retail value growth

Growth of drugstores and beauty specialist retailers stimulates category growth

Presence of key international players stimulates growth

COMPETITIVE LANDSCAPE

International players retain their strong positions

Although constantly growing, local companies have limited product ranges

Growing number of women purchase colour cosmetics at discounted prices

CATEGORY DATA

Table 20 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 21 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 22 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 23 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 24 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 25 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 26 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 27 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 28 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Belarus

HEADLINES

PROSPECTS

Growing consumer base contributes to growth

Growing number of gym users increases demand for strong deodorants and their extra benefits

Brand, fragrance and quality gain importance

COMPETITIVE LANDSCAPE

Key players strengthen their position

Foreign players remain dominant

Interest in organic products stimulated by growing product ranges

CATEGORY DATA

Table 29 Sales of Deodorants by Category: Value 2012-2017
Table 30 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 31 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 32 NBO Company Shares of Deodorants: % Value 2013-2017
Table 33 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 34 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 35 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 36 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 37 Forecast Sales of Deodorants by Premium vs Mass: % Value 2017-2022

Depilatories in Belarus

HEADLINES

PROSPECTS

Depilatories registers moderate retail value growth

Laser epilation methods gain popularity due to active promotion

Increasing popularity of sugaring and waxing limit growth in depilatories

COMPETITIVE LANDSCAPE

Key players lose share as consumers switch to less expensive products

Large number of inexpensive products become available

CATEGORY DATA

Table 38 Sales of Depilatories by Category: Value 2012-2017
Table 39 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 40 NBO Company Shares of Depilatories: % Value 2013-2017
Table 41 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 42 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 43 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Belarus

HEADLINES

PROSPECTS

Fragrances registers steady retail value growth

Expansion of specialist retailers benefits category

Fragrances prices and brand names remain important

COMPETITIVE LANDSCAPE

Premium fragrances remains fragmented

Mass fragrances continues to be dominated by the leading direct selling companies

Novelties and advertisements continue to attract consumers to premium fragrances

CATEGORY DATA

Table 44 Sales of Fragrances by Category: Value 2012-2017
Table 45 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Fragrances: % Value 2013-2017
Table 47 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 48 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 49 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 50 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 51 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Belarus

HEADLINES

PROSPECTS

Hair care continues to register stable retail value growth

Economising trend affects conditioners, treatments and styling agents

Growing number of women use salon professional hair care products daily

COMPETITIVE LANDSCAPE

Major players retain their positions

Promotions and discounts benefit the category

Growing interest in natural and organic products affect local competitions

CATEGORY DATA

Table 52 Sales of Hair Care by Category: Value 2012-2017
Table 53 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 54 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 55 NBO Company Shares of Hair Care: % Value 2013-2017
Table 56 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 57 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 58 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 59 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 60 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 61 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 62 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Belarus

HEADLINES

PROSPECTS

Mass beauty and personal care sees stable retail value growth

Price remains the major determinant of choice

Fast growth of drugstores stimulates development of mass beauty products

COMPETITIVE LANDSCAPE

Foreign players drive category growth

Growing number of mass products offered at discounts

Local companies introduce more novelties

CATEGORY DATA

Table 63 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 64 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 65 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 66 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 67 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 68 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Belarus

HEADLINES

PROSPECTS

Growing hygiene standards and focus on personal appearance continue to stimulate growth

Barber shops and beards trend cause slowdown in men’s shaving growth

Mass grooming products continue their dominance over premium

COMPETITIVE LANDSCAPE

Popular foreign brands continue to dominate

Price, product variety and availability remain the major determinants of consumer choice

Local companies increase their product bases due to strong demand for inexpensive products

CATEGORY DATA

Table 69 Sales of Men’s Grooming by Category: Value 2012-2017
Table 70 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 71 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 72 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2017
Table 73 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 74 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 75 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 76 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 77 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Belarus

HEADLINES

PROSPECTS

Basic oral care products drive retail value growth

Consumers remain resistant to daily use of certain oral care products

Natural toothpaste gains popularity

COMPETITIVE LANDSCAPE

Foreign players continue to drive retail value growth

Key players use wide variety of promotional methods

Low brand loyalty allows greater interest in less familiar inexpensive products

CATEGORY DATA

Table 78 Sales of Oral Care by Category: Value 2012-2017
Table 79 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 80 Sales of Toothbrushes by Category: Value 2012-2017
Table 81 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 82 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 83 NBO Company Shares of Oral Care: % Value 2013-2017
Table 84 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 85 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 86 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 87 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 88 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Belarus

HEADLINES

PROSPECTS

Stable retail value growth

Limited product variety and high unit prices hamper growth

Advertising and social media play an important role in growth of premium beauty and personal care

COMPETITIVE LANDSCAPE

Major competition in premium fragrances, colour cosmetics and hair care

Premium beauty and personal care dominated by foreign companies

Category’s products compete with professional skin care services

CATEGORY DATA

Table 89 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 90 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 91 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 92 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 93 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 94 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Belarus

HEADLINES

PROSPECTS

Rising beauty standards and self-care drive retail value growth

Machine and professional cosmetology potential threats to growth

Economic downturn and product variety negatively affect face cleansing and toners

COMPETITIVE LANDSCAPE

Key foreign players strengthen their positions

Local products remain popular in low-to-middle-income segment

Most new product developments offered by local companies

CATEGORY DATA

Table 95 Sales of Skin Care by Category: Value 2012-2017
Table 96 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 97 NBO Company Shares of Skin Care: % Value 2013-2017
Table 98 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 99 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 100 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 101 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Belarus

HEADLINES

PROSPECTS

Increasing consumer awareness and demand for sun protection drive growth

Growing disposable incomes stimulate growth in sun care

Consumer preferences are against self-tanning development

COMPETITIVE LANDSCAPE

Popular foreign brands continue to lead

Local companies improve product variety and availability

Foreign companies dominate in product innovations

CATEGORY DATA

Table 102 Sales of Sun Care by Category: Value 2012-2017
Table 103 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 104 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 105 NBO Company Shares of Sun Care: % Value 2013-2017
Table 106 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 107 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 108 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 109 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 110 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

Baby and Child-Specific Products in Belarus

HEADLINES

PROSPECTS

Other baby and child-specific products continues stimulating category’s growth

Growing disposable incomes encourage shift to imported products

Greater focus on natural ingredients

COMPETITIVE LANDSCAPE

Key players retain their positions

Foreign brands dominant

Acceptance of local products increases

CATEGORY DATA

Table 111 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 112 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 113 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 114 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 115 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 116 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 117 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 118 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 119 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 120 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

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