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