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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Ukraine

122 pages, May 2018

US$2,650

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Executive Summary

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Beauty and personal care benefits positively from economic stability

In 2017, beauty and personal care grew in both volume and value terms in line with the continuing economic stability in the country and subsequent strengthening of consumer confidence. While economising trends continued in a number of categories where no sophisticated products are expected (eg liquid soap, nail products), others benefited from the rising consumer interest in more expensive products and premium brands.

Beauty and personal care consumer demands becoming more sophisticated

Beauty and personal care consumption underwent several positive developments at the end of the review period. Ukrainian consumers were willingly adopting more sophisticated and multi-stage routines of self-care.

Beauty and personal care remains fragmented in Ukraine

At the end of the review period, beauty and personal care remained a fragmented market with only the biggest two players, L’Oréal Ukraine TOV and Procter & Gamble Ukraine TOV, enjoying double-digit shares. While multinational players have established a very strong presence in Ukraine, local companies, the biggest of which is Elfa Laboratory TOV, are also strong in product manufacturing.

Innovation – a driving force for demand in beauty and personal care in 2017

In 2017, new product development was an important driver of beauty and personal care in Ukraine. Consumers were tempted by the possibility to try products with improved formulations (eg with added natural oils, herbal extracts, vitamins and minerals), lacking harmful ingredients (free-from offers), with improved packaging design and dosing caps that avoid contact with the skin, with better applicators (eg cushion), modern colours and scents, etc.

Macroeconomic factors will continue impacting consumer demand in future

Beauty and personal care offers good growth prospects in Ukraine. This is due to comparatively low per capita consumption of such products, eroded by the most recent crises of 2014 and 2015, and Ukrainians’ traditional desire to look well-groomed and fashionable.

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Beauty and Personal Care Sample Report Beauty and Personal Care Sample Data

Overview

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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.

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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 Ukraine 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 Ukraine, 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 Ukraine for free:

The Beauty and Personal Care in Ukraine 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 Ukraine?
What are the major brands in Ukraine?
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.

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Beauty and Personal Care in Ukraine

EXECUTIVE SUMMARY

Beauty and personal care benefits positively from economic stability

Beauty and personal care consumer demands becoming more sophisticated

Beauty and personal care remains fragmented in Ukraine

Innovation – a driving force for demand in beauty and personal care in 2017

Macroeconomic factors will continue impacting consumer demand in future

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

Baby and Child-Specific Products in Ukraine

HEADLINES

PROSPECTS

Babies and toddlers – important consumers of baby and child-specific products in Ukraine

Unfavourable demographics hamper category potential

Innovation restricted by low consumer spending power

COMPETITIVE LANDSCAPE

Multinational brands are strong while locals attract with lower prices

Internet retailing – distribution channel with potential

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Ukraine

HEADLINES

PROSPECTS

Body wash/shower gel drives bath and shower

Basic function-focused products reach saturation point

Bath and shower ingredients are expected to be increasingly scrutinised in future

COMPETITIVE LANDSCAPE

Competitive prices – a way to succeed in bath and shower in the near future

Private label products fare well in bath and shower

Bath and shower boasts wide distribution presence

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2012-2017
Table 23 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 25 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 26 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 28 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Ukraine

HEADLINES

PROSPECTS

Colour cosmetics benefits from consumer interest in professional-like make-up

Mass cosmetics generates bulk of category sales in Ukraine

Active innovation stirs consumer demand in colour cosmetics

COMPETITIVE LANDSCAPE

Multinational brands appeal most to Ukrainian consumers

Mono-brand stores – promising distribution format in colour cosmetics

Non-store retailing makes significant contribution to colour cosmetics sales

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 33 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 34 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 35 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 36 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 37 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 38 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 39 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 40 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 41 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 42 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 43 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Ukraine

HEADLINES

PROSPECTS

Men’s deodorants drives category forward

Deodorant sprays is the most appealing format

Growing health concerns lead to greater scrutiny of product ingredients

COMPETITIVE LANDSCAPE

Unilever Ukraine TOV and Beiersdorf Ukraine TOV – undisputed leaders in deodorants

Innovations will be required to fuel consumer demand for deodorants

Drugstores/parapharmacies gains momentum at expense of direct selling

CATEGORY DATA

Table 44 Sales of Deodorants by Category: Value 2012-2017
Table 45 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 46 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 47 NBO Company Shares of Deodorants: % Value 2013-2017
Table 48 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 49 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 50 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 51 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 52 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Ukraine

HEADLINES

PROSPECTS

Depilatories has future potential restricted

Women’s razors and blades and hair removers/bleaches are core subcategories

Electric devices – a possible, but longer-term, threat

COMPETITIVE LANDSCAPE

Procter & Gamble Ukraine TOV and Reckitt Benckiser Household & Healthcare Ukraine TOV generate bulk of sales

Private label – cheaper alternative to branded depilatories

CATEGORY DATA

Table 53 Sales of Depilatories by Category: Value 2012-2017
Table 54 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 55 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 56 NBO Company Shares of Depilatories: % Value 2013-2017
Table 57 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 58 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 59 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Ukraine

HEADLINES

PROSPECTS

Innovation – core driver of fragrances in Ukraine

Women are core consumers of fragrances

Premium brands feel exceptionally confident in fragrances

COMPETITIVE LANDSCAPE

Avon Cosmetics Ukraine DP a strong leader despite falling share

Internet retailers attract with low prices but suffer from counterfeit offers

CATEGORY DATA

Table 60 Sales of Fragrances by Category: Value 2012-2017
Table 61 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 62 NBO Company Shares of Fragrances: % Value 2013-2017
Table 63 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 64 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 65 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 66 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 67 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Ukraine

HEADLINES

PROSPECTS

Ukrainian consumers opt for increasingly sophisticated routine

Fashion trends impact hair care consumption patterns

Natural ingredients have a strong appeal to Ukrainians

COMPETITIVE LANDSCAPE

Fragmented hair care headed by giant multinational players

Private label penetration restricted with consumer focus on quality

CATEGORY DATA

Table 68 Sales of Hair Care by Category: Value 2012-2017
Table 69 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 70 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 71 NBO Company Shares of Hair Care: % Value 2013-2017
Table 72 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 73 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 74 LBN Brand Shares of Colourants: % Value 2014-2017
Table 75 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 76 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 78 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Ukraine

HEADLINES

PROSPECTS

Consumers will pay more attention to quality in future

Consumer knowledge of beauty and personal care ingredients is set to evolve in future

New product development – key to success in mass beauty and personal care

COMPETITIVE LANDSCAPE

Multinationals drive mass beauty and personal care growth in Ukraine

Internet retailing grows in importance in mass beauty and personal care distribution

CATEGORY DATA

Table 81 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 82 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 83 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 84 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 85 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 86 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Ukraine

HEADLINES

PROSPECTS

Men’s grooming set to benefit from anticipated economic recovery

Men’s shaving, fragrances and deodorants – core products to maintain the appeal

New product development to become more active

COMPETITIVE LANDSCAPE

Procter & Gamble Ukraine TOV – a leader difficult to dislodge

Non-store retailing restricted in men’s grooming in Ukraine

CATEGORY DATA

Table 87 Sales of Men’s Grooming by Category: Value 2012-2017
Table 88 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 89 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 90 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 91 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 92 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 93 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 94 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 95 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Ukraine

HEADLINES

PROSPECTS

Oral care potential undermined by economic factors

Oral hygiene underpinned primarily by toothpaste and manual toothbrushes

Innovations will boost sales in the long term

COMPETITIVE LANDSCAPE

Multinationals maintain strong positions in oral care in Ukraine

Private label sees expansion chances in near future

CATEGORY DATA

Table 96 Sales of Oral Care by Category: Value 2012-2017
Table 97 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 98 Sales of Toothbrushes by Category: Value 2012-2017
Table 99 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 100 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 101 NBO Company Shares of Oral Care: % Value 2013-2017
Table 102 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 103 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 104 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 105 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 106 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 107 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 108 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Ukraine

HEADLINES

PROSPECTS

Premium beauty and personal care increasingly attracts

Premium products are prioritised in fragrances and facial care

COMPETITIVE LANDSCAPE

L’Oréal Ukraine TOV leads with a wide and expanding portfolio

Internet retailing – a distribution channel with potential in Ukraine

CATEGORY DATA

Table 109 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 110 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 111 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 112 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 114 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Ukraine

HEADLINES

PROSPECTS

Skin care benefits from consumers attracted by multi-stage routines

Facial care – core driver of skin care sales in Ukraine

Buoyant innovations fuel category dynamism

COMPETITIVE LANDSCAPE

L’Oréal Ukraine TOV consolidates lead with Mixa entry

Dermocosmetics brands – strong future potential

Private label lacking trust among consumers

CATEGORY DATA

Table 115 Sales of Skin Care by Category: Value 2012-2017
Table 116 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 117 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 118 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 119 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 120 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 121 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 122 NBO Company Shares of Skin Care: % Value 2013-2017
Table 123 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 124 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 125 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 126 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 127 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 128 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 129 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 130 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Ukraine

HEADLINES

PROSPECTS

Sun care will benefit from growing consumer attention to wellbeing and skin care

Sun protection – the most demanded sun care product in Ukraine

New product development – a way to avoid cannibalisation by other categories

COMPETITIVE LANDSCAPE

Domestic companies lead despite losing share in 2017

Private label suffers from lack of unique offers

CATEGORY DATA

Table 131 Sales of Sun Care by Category: Value 2012-2017
Table 132 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 133 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 134 NBO Company Shares of Sun Care: % Value 2013-2017
Table 135 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 136 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 137 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 138 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 139 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Ukraine

New Report Guarantee

Executive Summary

New Report Guarantee

Beauty and personal care benefits positively from economic stability

Beauty and personal care consumer demands becoming more sophisticated

Beauty and personal care remains fragmented in Ukraine

Innovation – a driving force for demand in beauty and personal care in 2017

Macroeconomic factors will continue impacting consumer demand in future

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Overview

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Table of Contents

Beauty and Personal Care in Ukraine

EXECUTIVE SUMMARY

Beauty and personal care benefits positively from economic stability

Beauty and personal care consumer demands becoming more sophisticated

Beauty and personal care remains fragmented in Ukraine

Innovation – a driving force for demand in beauty and personal care in 2017

Macroeconomic factors will continue impacting consumer demand in future

MARKET DATA

SOURCES

Baby and Child-Specific Products in Ukraine

HEADLINES

PROSPECTS

Babies and toddlers – important consumers of baby and child-specific products in Ukraine

Unfavourable demographics hamper category potential

Innovation restricted by low consumer spending power

COMPETITIVE LANDSCAPE

Multinational brands are strong while locals attract with lower prices

Internet retailing – distribution channel with potential

CATEGORY DATA

Bath and Shower in Ukraine

HEADLINES

PROSPECTS

Body wash/shower gel drives bath and shower

Basic function-focused products reach saturation point

Bath and shower ingredients are expected to be increasingly scrutinised in future

COMPETITIVE LANDSCAPE

Competitive prices – a way to succeed in bath and shower in the near future

Private label products fare well in bath and shower

Bath and shower boasts wide distribution presence

CATEGORY DATA

Colour Cosmetics in Ukraine

HEADLINES

PROSPECTS

Colour cosmetics benefits from consumer interest in professional-like make-up

Mass cosmetics generates bulk of category sales in Ukraine

Active innovation stirs consumer demand in colour cosmetics

COMPETITIVE LANDSCAPE

Multinational brands appeal most to Ukrainian consumers

Mono-brand stores – promising distribution format in colour cosmetics

Non-store retailing makes significant contribution to colour cosmetics sales

CATEGORY DATA

Deodorants in Ukraine

HEADLINES

PROSPECTS

Men’s deodorants drives category forward

Deodorant sprays is the most appealing format

Growing health concerns lead to greater scrutiny of product ingredients

COMPETITIVE LANDSCAPE

Unilever Ukraine TOV and Beiersdorf Ukraine TOV – undisputed leaders in deodorants

Innovations will be required to fuel consumer demand for deodorants

Drugstores/parapharmacies gains momentum at expense of direct selling

CATEGORY DATA

Depilatories in Ukraine

HEADLINES

PROSPECTS

Depilatories has future potential restricted

Women’s razors and blades and hair removers/bleaches are core subcategories

Electric devices – a possible, but longer-term, threat

COMPETITIVE LANDSCAPE

Procter & Gamble Ukraine TOV and Reckitt Benckiser Household & Healthcare Ukraine TOV generate bulk of sales

Private label – cheaper alternative to branded depilatories

CATEGORY DATA

Fragrances in Ukraine