Beauty and Personal Care in Ukraine

April 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Ukraine report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Beauty and Personal Care in Ukraine?
  • Which are the leading brands in Ukraine?
  • How are products distributed in Ukraine?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in Ukraine

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Increasing price sensitivity as a result of pandemic forces consumers to prioritise spending, resulting in overall low declines for mass beauty and personal care
Home seclusion and self-care trends have polarising impact on certain categories
Multinationals continue to dominate mass beauty and personal care in 2020 but local player Elfa benefits from stockpiling of liquid soap

RECOVERY AND OPPORTUNITIES

Mass beauty and personal care to surpass pre-pandemic value sales levels by 2024
Early demand for essential hygiene-related products set to give way to greater interest in natural beauty and personal care
As restrictions relax, demand for certain categories is set to improve in line with return to workplace and socialising

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Despite overall declines in 2020, certain premium categories outperform mass counterparts
Dermocosmetics supports interest in premium skin care
L'Oréal strengthens leadership with dermocosmetics brands performing well

RECOVERY AND OPPORTUNITIES

Full recovery predicted for premium segment by 2023
Further product development needed to excite consumers
E-commerce to continue attracting consumers with attractive discounts

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Baby wipes supports positive demand for category in 2020 due to versatility
Strongest declines for baby and child-specific sun care due to home seclusion and limited travel opportunities
Johnson & Johnson retains leadership of fragmented competitive landscape due to established presence

RECOVERY AND OPPORTUNITIES

Baby wipes to drive early forecast period demand
Baby and child-specific toiletries to record strongest volume growth with rising interest in natural formulations
Baby and child-specific sun care will struggle to recover to pre-pandemic levels despite more optimistic outlook from 2023

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Greater shift away from bar soap towards liquid soap during pandemic
Greater preference for showers continues to benefit body wash/shower gel
Evyap Trading retains leadership but smaller players gain ground from private label

RECOVERY AND OPPORTUNITIES

Overall declining demand for mature category but liquid soap continues to offer further room for growth
Body wash/shower gel to take over bar soap as largest value category
Players will look to add value to mature category through innovation

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend significantly reduces demand for colour cosmetics in 2020
Mask wearing in public strongly impacts demand for facial make-up and lip products
International brands continue to lead, although direct sellers suffer stronger declines

RECOVERY AND OPPORTUNITIES

Despite more optimistic outlook from mid-forecast period, category will struggle to fully recover by 2025
Innovation needed to add value to category
Evolving technologies could further benefit e-commerce

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend reduces overall demand for deodorants in 2020
Sprays and roll-ons remain most popular formats due to affordability and convenience
Multinationals retain overall dominance of deodorants with established brands

RECOVERY AND OPPORTUNITIES

Full recovery expected by 2025 for deodorants despite ongoing restrictions in 2021
Innovation essential to add value to deodorants
Local brands likely to continue to struggle to gain stronger share

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend results in declining demand for depilatories in 2020
Women’s razors and blades remains most popular and affordable format
Multinationals continue to dominate depilatories due to established brand recognition

RECOVERY AND OPPORTUNITIES

Full recovery predicted by end of forecast period as consumers gradually return to pre-pandemic routines
Niche areas to see more dynamic growth rates
Competition could intensify with entry of new multinationals

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Overall demand for fragrances declines in 2020 due to home seclusion trend
Premium fragrances bucks declining trend
Direct sellers falter during pandemic, enabling competitors to make gains

RECOVERY AND OPPORTUNITIES

Overall improving demand for fragrances from 2022 onwards as consumers gradually return to pre-pandemic routines
Premium segment to continue driving value growth
Further growth potential for fragrances likely to attract new entrants

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend has polarising effect on hair care’s performance in 2020
Slow growth for standard shampoos as consumers reduce frequency of hair washing during lockdown
L'Oréal and Procter & Gamble extend their lead

RECOVERY AND OPPORTUNITIES

Stronger growth momentum over the forecast period
Greater confidence amongst consumers to try at-home treatments
E-commerce likely to make further gains

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend reduces overall demand for men’s grooming in 2020
Men’s shaving remains core value category, followed by fragrances
Procter & Gamble retains leadership but Beiersdorf gains notable ground through Nivea

RECOVERY AND OPPORTUNITIES

Men’s grooming could struggle to fully recover by 2025 due to ongoing declines in early part of forecast period
Saturation and beard trend to continue eroding men’s shaving’s share
Potential for premium segment to gain further ground

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Essential oral care remains a priority but price plays important role in consumers’ purchasing decisions
Toothpaste remains dominant value category, recording only marginal declines
Multinationals retain dominance of oral care through strong brand recognition and wide distribution

RECOVERY AND OPPORTUNITIES

Overall demand for oral care set to improve from 2021 onwards
Essential toothpaste to remain dominant, but niche areas to record strong growth
Local players will continue to struggle against dominant multinationals

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Despite home seclusion trend, skin care posts positive performance in 2020
Premium segment and dermocosmetics continue to attract more affluent consumers
Leading multinationals strengthen positions in 2020

RECOVERY AND OPPORTUNITIES

Demand for skin care set to continue growing, although impressive pre-pandemic rates are unlikely to be repeated in the short term
Lifting of restrictions likely to focus consumers’ attention on physical appearance
E-commerce likely to gain further ground within skin care

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 Ukraine

KEY DATA FINDINGS

2020 IMPACT

Strong declines for sun care in 2020 due to home seclusion and limited travel opportunities
Premium segment including dermocosmetics experiences positive growth in 2020
Strong presence of local players but multinationals gain ground

RECOVERY AND OPPORTUNITIES

Despite improving demand from 2022, sun care will struggle to return to pre-pandemic levels
Premium segment set for further share gain
Further share gain likely for e-commerce

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

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