Fragrances in Ukraine

PROSPECTS

Innovation – core driver of fragrances in Ukraine

In 2017, consumption of fragrances continued recovering in Ukraine, benefiting from overall economic stability and the return of consumer confidence. However, much of the contribution to double-digit sales growth came from new innovation.

Women are core consumers of fragrances

Fragrances for women contribute most to fragrances sales in Ukraine with men’s fragrances coming next followed by much smaller fragrance sets/kits, usually of a seasonal nature and purchased as gifts, especially at New Year and Women’s Day. It is worth noting that Ukrainian women frequently buy fragrances for the men in their lives.

Premium brands feel exceptionally confident in fragrances

Premium beauty and personal care is weak in Ukraine compared to other European markets, but fragrances is one of the categories where premium brands have established a significant presence. As fragrances are purchased often rarely by some people, buying premium versions of them is deemed appropriate.

COMPETITIVE LANDSCAPE

Avon Cosmetics Ukraine DP a strong leader despite falling share

At the end of the review period, direct seller Avon Cosmetics Ukraine DP boasted an impressive share in fragrances in Ukraine appealing to consumers with wide and frequently upgraded assortments of women’s, men’s fragrances and fragrance sets/kits. However, the company saw its share eroded in 2017 as Ukrainians were more tempted by multinational brands.

Internet retailers attract with low prices but suffer from counterfeit offers

Industry sources admit the presence of counterfeit products in fragrances, especially in online stores. As a result, many consumers choose reliable distribution channels when considering buying fragrances (eg direct selling, beauty specialist retailers, especially when it comes to premium brands).

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