Mass Beauty and Personal Care in Ukraine

PROSPECTS

Demand for mass beauty and personal care driven by low consumer incomes

Mass beauty and personal care by far exceeds sales of the premium segment in Ukraine. While Ukrainians do not boast incomes comparable with those in developed Western countries, the most recent crisis of 2014 and 2015 had a further strong impact on consumption patterns in beauty and personal care.

Personal hygiene choices are less shaped by brand loyalty

Within beauty and personal care overall, the share of the mass segment is not similar throughout all the categories. In view of their comparatively local consumer spending power, Ukrainians typically weigh a number of factors when deciding whether to be brand loyal or not and if to opt for a mass or a premium product.

Unisex products enjoy strong appeal among Ukrainians due to economy reasons

Starting from 2014 when the domestic crisis began, unisex beauty and personal care products have demonstrated particularly strong appeal among Ukrainian consumers, especially for personal hygiene products such as liquid soap, bar soap, standard shampoos, hand creams etc. Buying unisex products suits all family needs allowing for ultimate economising, especially vital during the economically difficult years of 2014-2016.

COMPETITIVE LANDSCAPE

Multinational players feel the most confident in mass beauty and personal care

Mass beauty and personal care is very import dependent in Ukraine even though local companies usually focus specifically on this area with the economy segment most favoured. The lead in sales historically belongs to multinational players the biggest of which are L'Oréal Ukraine TOV, Avon Cosmetics Ukraine DP and Unilever Ukraine TOV.

Private label sees growth potential in near future

Private label actively penetrates mass beauty and personal care at the end of the review period with consumers attracted by widening assortments of such products and their highly competitive pricing with the bulk of private label focusing on the economy segment. In the near future, private label is expected to keep on growing in share benefiting from comparatively weak consumer spending power and the continuing penetration of chained retailers into a wider range of beauty and personal care categories.

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