Beauty and Personal Care in Ukraine

Beauty and Personal Care in Ukraine

EXECUTIVE SUMMARY

Beauty and personal care demonstrates further growth in 2018

Ukrainians focus heavily on the economy segment of beauty and personal care

Multinationals are strongest in beauty and personal care products in Ukraine

Innovations - a way to effectively attract Ukrainian consumers

Beauty and personal care is set to further recover in Ukraine

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Men's Grooming in Ukraine

HEADLINES

PROSPECTS

Men’s grooming bound tightly to consumer income levels

Men’s shaving and men’s fragrances by far the most demanded in Ukraine

Widening assortments - a way to attract consumers to more frequent purchases

COMPETITIVE LANDSCAPE

Procter & Gamble Ukraine TOV is particularly strong with the focus on men’s shaving

Improving distribution is beneficial growing demand for men’s grooming

CATEGORY DATA

Table 11 Sales of Men’s Grooming by Category: Value 2013-2018
Table 12 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 13 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 14 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 15 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 16 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 17 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 18 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 19 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Ukraine

HEADLINES

PROSPECTS

Economy segment attracts many Ukrainian oral care consumers

Toothpaste and manual toothbrushes are core products within oral care

Added value of oral care a relatively far-fetched requirement in Ukraine

COMPETITIVE LANDSCAPE

Oral care led by multinationals in Ukraine

Private label is demanded in oral care

CATEGORY DATA

Table 20 Sales of Oral Care by Category: Value 2013-2018
Table 21 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 22 Sales of Toothbrushes by Category: Value 2013-2018
Table 23 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 24 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 25 NBO Company Shares of Oral Care: % Value 2014-2018
Table 26 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 27 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 28 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 29 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 30 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 31 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 32 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Ukraine

HEADLINES

PROSPECTS

Premium beauty and personal care consumption undermined by low spending power

Colour cosmetics and fragrances are most favoured among premium offers

Conceptual innovations - a powerful anchor for premium beauty and personal care

COMPETITIVE LANDSCAPE

Multinationals remain the only contributors to premium in Ukraine

New premium brands’ arrival beneficial for growth in future

CATEGORY DATA

Table 33 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 34 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 35 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 36 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 37 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 38 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Ukraine

HEADLINES

PROSPECTS

Complex skin care routines increasingly attract consumers

Facial care draws most consumer attention in Ukraine

Skin care boosted by innovation

COMPETITIVE LANDSCAPE

Skin care fragmented with L’Oréal Ukraine TOV in the lead

Ukrainians are demanding in skin care leaving limited space for private label

Internet retailing - a fast-growing channel in skin care distribution

CATEGORY DATA

Table 39 Sales of Skin Care by Category: Value 2013-2018
Table 40 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 41 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 42 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 43 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 44 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 45 NBO Company Shares of Skin Care: % Value 2014-2018
Table 46 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 47 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 48 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 49 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 50 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 51 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 52 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 53 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Ukraine

HEADLINES

PROSPECTS

Sun care benefits from extra attention to healthy skin

Category witnesses growing competition from skin care and colour cosmetics

Innovations to drive sun care going forward

COMPETITIVE LANDSCAPE

Sun care only category with local player, Biokon, in the lead

Premium brands are gaining prominence

CATEGORY DATA

Table 54 Sales of Sun Care by Category: Value 2013-2018
Table 55 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Sun Care: % Value 2014-2018
Table 57 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 58 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 59 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 60 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

Baby and Child-Specific Products in Ukraine

HEADLINES

PROSPECTS

Unfavourable demographics undermine category growth

Ukrainians happy to use adult products for their children for economy reasons

Other baby and child-specific products are among favourites in Ukraine

COMPETITIVE LANDSCAPE

Fragmented with Johnson & Johnson Ukraine TOV leading

Domestic companies appeal with competitive prices

CATEGORY DATA

Table 61 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 62 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 63 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 64 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 65 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 66 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 67 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 68 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 69 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 70 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 71 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Ukraine

HEADLINES

PROSPECTS

Ukrainians switch from bathing to showering driving demand for the latter

Consumers are attracted by unusual offers

Craft products grow in share

COMPETITIVE LANDSCAPE

Economy brands are among the strongest in bath and shower in Ukraine

Slobozhansky Mylovar TOV and Elfa Laboratory TOV - the biggest domestic players

CATEGORY DATA

Table 72 Sales of Bath and Shower by Category: Value 2013-2018
Table 73 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 74 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 75 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 76 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 77 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 78 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 79 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 80 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Ukraine

HEADLINES

PROSPECTS

Colour cosmetics sales are significantly boosted by discount offers

Widening access to online resources favours professional-like make-up

Innovation - a driving sales factor

COMPETITIVE LANDSCAPE

Multinationals generate bulk of colour cosmetics sales in Ukraine

Private label actively expands

CATEGORY DATA

Table 81 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 82 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 83 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 84 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 85 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 86 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 87 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 88 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 89 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 90 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 91 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in Ukraine

HEADLINES

PROSPECTS

Deodorants - favoured and massively advertised products in Ukraine

Deodorant spray format is most popular with Ukrainian consumers

Further segmentation in deodorants in anticipated

COMPETITIVE LANDSCAPE

Deodorants largely concentrated in the hands of two major multinationals

Local companies have minor presence in deodorants

CATEGORY DATA

Table 92 Sales of Deodorants by Category: Value 2013-2018
Table 93 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 94 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 95 NBO Company Shares of Deodorants: % Value 2014-2018
Table 96 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 97 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 98 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 99 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 100 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in Ukraine

HEADLINES

PROSPECTS

“Technical” depilation aids threaten depilatories in the future

Products for shaving generate higher sales compared to hair removers/bleaches

Widening assortments are beneficial for consumer demand for depilatories

COMPETITIVE LANDSCAPE

Depilatories is concentrated in the hands of two major multinationals

Elfa Laboratory TOV - a local sample of success in depilatories

CATEGORY DATA

Table 101 Sales of Depilatories by Category: Value 2013-2018
Table 102 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 103 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 104 NBO Company Shares of Depilatories: % Value 2014-2018
Table 105 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 106 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 107 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Ukraine

HEADLINES

PROSPECTS

Fragrances for women dominate over men’s fragrances

Mass fragrances are being “chased” by premium ones

Niche fragrances expand in presence

COMPETITIVE LANDSCAPE

Direct selling companies losing share in fragrances in Ukraine

Fragrances suffer from counterfeiting

CATEGORY DATA

Table 108 Sales of Fragrances by Category: Value 2013-2018
Table 109 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 110 NBO Company Shares of Fragrances: % Value 2014-2018
Table 111 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 112 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 113 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 114 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 115 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Ukraine

HEADLINES

PROSPECTS

More complex hair care routines aid future hair care performance

Consumer income levels determine demand for hair care by type

Extra hair protection - an evolving trend

COMPETITIVE LANDSCAPE

Three leading multinationals generate almost a half category value

Domestically-produced hair care is popular with consumers

CATEGORY DATA

Table 116 Sales of Hair Care by Category: Value 2013-2018
Table 117 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 118 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 119 NBO Company Shares of Hair Care: % Value 2014-2018
Table 120 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 121 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 122 LBN Brand Shares of Colourants: % Value 2015-2018
Table 123 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 124 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 125 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 126 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 127 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 128 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Ukraine

HEADLINES

PROSPECTS

Demand for mass beauty and personal care driven by low consumer incomes

Personal hygiene choices are less shaped by brand loyalty

Unisex products enjoy strong appeal among Ukrainians due to economy reasons

COMPETITIVE LANDSCAPE

Multinational players feel the most confident in mass beauty and personal care

Private label sees growth potential in near future

CATEGORY DATA

Table 129 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 130 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 131 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 132 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 133 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 134 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

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