Cotton Wool/Buds/Pads in Russia

TRENDS

Cotton wool/buds/pads is largely mature in major cities such as Moscow and St Petersburg, which indeed saw value decline at constant 2014 prices in 2014 over the previous year. In these cities, most households buy cotton wool/buds/pads but only purchase these products infrequently. In addition, many consumers in major cities are trading up from cotton wool/buds/pads to wipes such as facial cleansing wipes or baby wipes.

COMPETITIVE LANDSCAPE

Cotton Club accounted for an impressive 42% value share in cotton wool/buds/pads in 2014, making it the clear leader. This domestic company benefits from offering a wide range of product formats and brands, with its Ya Samaya and Aura brands leading overall sales with 24% and 14% value share respectively in the year. Ya Samaya has an affordable positioning but offers quality pads and buds. Aura is meanwhile targeted for skin care, while the company's SPA Cotton brand in seventh place has a spa positioning and offers distinctively-textured pads. The company also offers value-added products impregnated with natural ingredients, such as Aura Green containing aloe vera and Sanitars Camomile Pads.

PROSPECTS

Cotton wool/buds/pads is expected to show signs of maturity in the forecast period. The surge in sales seen during the review period was chiefly driven by widening distribution for these products in Russia's regions. However, the forecast period is expected to see sales growth challenged by competition from wipes. Baby wipes is notably set to see 12% volume growth in the forecast period, while general purpose wipes will grow by 7%, with many using the latter products to clean their faces. Many households are thus likely to use cotton wool/buds/pads less frequently and to thus purchase these products less frequently. Overall retail volume growth is thus set to slow dramatically from 27% during the review period to just 2% for the forecast period.

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