Cotton Wool/Buds/Pads in Belarus

TRENDS

Products within cotton wool/buds/pads are standardised across the majority of manufacturers, with the differences being mainly in terms of pack sizes. To promote brands and to increase sales, companies offer a wide variety of pack sizes and pack formats. The development of the category is mainly driven by the development of beauty and personal care products.

COMPETITIVE LANDSCAPE

Cotton wool/buds/pads in Belarus is characterised by fragmentation, as well as dominance by international players; however, TZMO strongly led the category in 2014, and achieved a 27% value share with its brand Bella. The company also recorded the largest increase in value share of one percentage point. In spite of the relatively low consumer awareness of brands and similar offers from all the players within the category, TZMO achieved success due to its wider product range, as well as because of regular discounts and promotions.

PROSPECTS

Sales of cotton wool/buds/pads are set to grow at a CAGR of 4% at constant 2014 prices over the forecast period, while volume sales are set to grow at a CAGR of 2%. Volume growth is expected over the forecast period thanks to further developments within beauty and personal care, with cotton wool/buds/pads being used to remove make-up. Value growth is set to be due partly to expected volume growth, but also due to increasing interest in value-added products.

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