Beauty and Personal Care in Russia

Beauty and Personal Care in Russia

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Russia

KEY DATA FINDINGS

2020 IMPACT

Mass bath and shower record growth, however, home seclusion damages sales

Deals and discounts are prevalent in mass beauty and personal care, dampening value sales 

E-commerce sales grow due to changes in the retailing landscape

RECOVERY AND OPPORTUNITIES

Value growth recovers, however, the economic recession continues to challenge sales

E-commerce grows as players invest more in their online presence

The growing trend for natural ingredients shapes product launches

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Russia

KEY DATA FINDINGS

2020 IMPACT

Sales decline as home seclusion reduces the need for many areas of premium beauty and personal care 

Premium skin care continues to drive growth despite the COVID-19 virus

Premium adult sun care, fragrances and colour cosmetics record significant declines

RECOVERY AND OPPORTUNITIES

A return to socialising boosts recovery across the forecast period

Competition from skin care sees colour cosmetic players adapting their portfolios

Premium unisex fragrances boost sales as the demand for unisex scents increases

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Russia

KEY DATA FINDINGS

2020 IMPACT

Stockpiling boosts sales, however, only baby wipes and nappy (diaper) rash treatment record growth

Baby and child-specific sun care products suffer, as lockdown limits holiday occasions

Johnson & Johnson leads the landscape, however, share is lost to cheaper alternatives

RECOVERY AND OPPORTUNITIES 

The economic recession continues to impact consumers buying habits

Declining birth rates force players to expand into older children's products

COVID-19 boosts the health trend, creating opportunity for natural products

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Russia

KEY DATA FINDINGS

2020 IMPACT

The interest in hygiene boosts sales, however, pampering products suffer

Rising concern for hand hygiene drives double-digit growth for liquid soap

Avon retains its lead in 2020, however, the popularity of value-packs dampens its share

RECOVERY AND OPPORTUNITIES 

The ongoing interest in hygiene boosts sales for body wash/shower gels and bar soaps

Natural and eco-friendly offerings shape innovation across the forecast period

E-commerce grows, aligning to the economising and convenience trend 

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Russia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and limited availability leads to a decline in sales

Nail products drive positive growth, with the closure of salons boosting sales 

Players focus on digital strategies to boost consumer engagement during home seclusion 

RECOVERY AND OPPORTUNITIES 

Sales recover, however, ongoing price sensitivity dampens growth

Growth is low as consumers increasingly move from colour cosmetics to skin care

Added skin care features are on the rise as players respond to consumer demands

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Russia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and reduced visits to the gym hamper growth 

Consumers use spray deodorants as a substitute for fragrances during a price sensitive time 

Unilever Rus OOO maintains its lead, as Rexona aligns to the dermocosmetic trend

RECOVERY AND OPPORTUNITIES 

Value growth makes a quick recovery, as premium deodorants record higher growth

Products with natural positionings gain ground over the forecast period

The rise of e-commerce continues as players invest in online strategies

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Russia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and price-sensitivity dampen sales for depilatories

Consumers switch to devices, as closed beauty salons stimulate at-home depilation

Procter & Gamble continues to lead as private label players gain ground

RECOVERY AND OPPORTUNITIES 

Improvements in razors boost growth as socialising returns

The development of digitalisation and omni-channel approaches

Modern, electronic alternatives threaten sales of depilatories

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Russia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion, price sensitivity and reduced social interactions damage sales

Premium fragrances decline due to increasing price sensitivity

International players lead as smaller players leave due to mandatory labelling

RECOVERY AND OPPORTUNITIES 

Across the forecast period, premium fragrances record a stronger recovery

Premium unisex fragrances drive growth, having the opportunity to innovate and grow

Natural and organic offerings rise as launches focus on essential oils

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Russia

KEY DATA FINDINGS

2020 IMPACT

Working from home and a lack of social occasions dampen growth

Sales of mass hair colourants respond to consumers changing behaviours during 2020

L'Oréal Russia leads the landscape as sales increase for both L'Oréal Excellence and L'Oréal Paris Magic

RECOVERY AND OPPORTUNITIES 

Recovery aligns to the return of socialising, events and working away from home

Salon professional hair care posts the highest value growth

The health and wellness trend, boosted by COVID-19, shapes innovation

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Russia

KEY DATA FINDINGS

2020 IMPACT

Lack of socialising leads to reduced grooming, dampening sales in 2020

The beard fashion is reinforced by the lockdown period in Russia

Gillette Group OOO continues to lead men's shaving, increasing its share

RECOVERY AND OPPORTUNITIES 

Growth recovers, however, the trend for beards continues to stifle razor sales

Players respond to the increasing demand and interest in online channels

Eco-offerings develop in men's grooming, shaping innovation

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Russia

KEY DATA FINDINGS

2020 IMPACT

Sales benefit from heightened interest in health and hygiene

E-commerce benefits from lower price-points, as chemists/pharmacies lose share

Colgate-Palmolive retains its lead while smaller players increase their share

RECOVERY AND OPPORTUNITIES 

Electric toothbrushes and mouthwashes drive growth over the forecast period

Mouthwashes/dental rinses benefit from an increasing awareness of dental health

The health and wellness trend increases the use of natural ingredients

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Russia

KEY DATA FINDINGS

2020 IMPACT

Closure of non-essential stores and price sensitivity leads to a decline in skin care

Premium skin care drives growth, as facial cleansing wipes benefit from the focus on hygiene 

L'Oréal Russia retains its lead, as dermocosmetic brands gain ground 

RECOVERY AND OPPORTUNITIES 

Value recovery from 2021, driven by rising unit prices and a return to socialising 

Natural and organic products are set to shape the landscape across the forecast period

Purchasing specific active ingredients becomes increasingly popular

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Russia

KEY DATA FINDINGS

2020 IMPACT

Lockdown restrictions and lack of tourism leads to a significant decline in sales

Mass after sun records the sharpest decline deemed unessential during 2020

Sun care remains a consolidated landscape, with top players improving their share

RECOVERY AND OPPORTUNITIES 

Premium options drive growth as consumers trust dermocosmetic offerings

Consumers knowledge of chemical and physical sun care creates an opportunity for growth

Baby and child-specific sun care suffers due to the low birth rate in the country

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

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