Fragrances in Belarus

PROSPECTS

Stable value growth is stimulated by mass women’s fragrances

In 2018, fragrances in Belarus recorded stable current value growth, encouraged by an improving economic situation and growing disposable incomes. Local consumers, especially young urban citizens that pay greater attention to their appearance, use fragrances as a means of personalisation.

Assortment growth and frequent new product development drive value growth

The assortment of fragrances available in Belarus continued to expand in 2018. Store-based retailers of premium fragrances, such as Kravt and Zvezda, significantly increased their assortment, frequently offering new product development by popular brands.

Personalisation associated with fragrances encourages volume growth

Awareness regarding fragrances continued to grow in 2018. Local consumers, mainly women, spent more time choosing a fragrance that they felt best suited them.

COMPETITIVE LANDSCAPE

Fragmented competition due to large number of brands

In 2018, competition amongst players within fragrances remained highly fragmented due to a large number of players and brands. Competition between premium and mass fragrances was not intensive; instead, premium and mass brands mainly competed within their price brackets.

Direct selling still a major distribution channel

Despite growing consumption awareness and wide assortment, many Belarusians continued to struggle to choose a suitable fragrance. For men, such a process is often frustrating and therefore, they frequently allotted this assignment to their wives, friends or relatives.

Additional discounts encourage value sales of fragrances

In an attempt to encourage value sales, both premium and mass players offered a great variety of fragrances, increasing their assortment and frequently offering new product development. Unlike other kinds of beauty and personal care products, fragrances were not greatly affected by unit price discounts.

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