Eastern Europe

Men’s grooming in Georgia registered positive value and volume growth in 2023, as inflation fell significantly. In addition, the continued expansion of modern retailing and in particular beauty specialists also expanded the range of brands and…

The year 2023 was a strong year for men’s grooming in Latvia and the Baltic region overall. Men have fully returned to socialising with daily regimes resumed outside the home. Consequently, frequent grooming has once again become a daily habit among…

In 2023, men's grooming recorded double-digit retail value growth and positive retail volume growth in all areas, excluding premium skin care and men's mass fragrances. A high level of retail volume growth was noted in men's premium fragrances, with…

Men's grooming in Serbia exhibited a stable performance in 2023, with middle-aged consumers primarily gravitating towards basic products like shampoo and body wash. However, the influence of social media is prompting younger Serbians to adopt…

Oral care in 2023 showcased strong growth in Estonia, with double-digit retail value growth and positive, double-digit retail volume growth in areas including denture care, power toothbrushes and electric toothbrushes. Growing consumer education and…

Oral care in Georgia registered moderate value and volume growth in 2023, with the essentialness of oral care supporting volume sales. Toothpaste continued to account for most value sales and also was the best performing product. Within oral care,…

Oral care has become an important part of daily personal care routines in Latvia over the review period. Growing dentist bills and the fashionable trend for healthy teeth and fresh breath has driven sales of oral care products in 2023. Oral…

In 2023, oral care in Lithuania recorded double-digit retail value growth, driven by rising price points. Due to ongoing inflation, manufacturers and distributors extended price growth through 2022-2023. As such, retail volume care struggled in…

In 2023, oral care in Serbia continued to experience consistent volume growth, building upon the momentum seen in previous years. While the volume sales growth mirrored that of the previous year, the notable increase in value sales was primarily…

In 2023, the premium beauty and personal care landscape in Estonia showcased strong growth, with retail value growth above mass beauty and personal care products. As consumers become increasingly educated about the ingredients in skin care, premium…

With inflation easing in 2023, premium beauty and personal care in Georgia performed well, registering higher value growth than mass. Increasing numbers of tourists, as well as newly-arrived Russian immigrants also contributed to growth. That being…

The premium segment represents a relatively small proportion of beauty and personal care in Latvia. Nonetheless, in value terms, premium products are growing at almost twice the pace of mass products. Consumer preferences for premium products is well…

In 2023, premium beauty and personal care sales recorded very strong double-digit retail value growth, with purchasing power improving compared to the previous year. In the ongoing pandemic aftermath, many consumers were keen to treat themselves to…

Premium beauty and personal care in Serbia continued its impressive ascent in 2023, characterised by stable double-digit growth in retail value sales. This upward trajectory was predominantly underpinned by a strategic price increase strategy adopted…

Skin care products showcased a strong performance in 2023 in Estonia, with double-digit retail value growth and positive retail volume in areas such as anti-agers, lip care and facial cleansing wipes. Despite some level of economic uncertainty,…

Skin care in Georgia registered positive value and volume growth in 2023, as inflation fell significantly. In addition, the continued expansion of modern retailing and in particular beauty specialists such as Clean House and pharmacies also expanded…

In 2023, skin care in Latvia witnessed slower growth compared to 2022 rates but still made good progress. Skin care is one of the few categories where consumers are willing to pay extra for higher quality products or a reputable brand. Still, the…

In 2023, skin care in Lithuanian recorded standout retail value growth, while retail volume growth was positive in all areas, bar mass skin care sets/kits. While mass skin care offerings continued to record the strongest sales, there was a visible…

Skin care in Serbia continued to experience both volume and value growth in 2023, attributed to the introduction of new products, increasing consumer awareness, and the influence of social media. Leading players consistently innovate and enhance…

In 2023, sun care in Estonia recorded strong retail value and volume sales, with positive retail volume sales in all product areas. Sun protection recorded the strongest retail volume growth, boosted by the warm weather in the country. In…