Mass Beauty and Personal Care in Ukraine

PRE-COVID-19 PERFORMANCE

Mass products drive strong growth in 2019, with consumers choosing mass items for personal hygiene choices, which are shaped less by brand loyalty

Mass products preserved their strong appeal during 2019, particularly attracting price-sensitive consumers, despite the continued economic improvements and growing consumer spending power in the country. However, double-digit value growth in mass products was driven by consumers increasing incomes.

Unisex products appeal to price-sensitive consumers in Ukraine, who purchase these goods in 2019, to be used by multiple family members

Unisex beauty and personal care products have continued to demonstrate strong appeal among Ukrainian consumers in 2019, especially for personal hygiene products such as liquid soap, bar soap, standard shampoos and hand creams. Buying unisex products suits all family needs, allowing for ultimate economising, especially vital during the economically difficult years of 2014-2016.

Multinationals lead the landscape in 2019, as competitors offer innovations following the latest trends; with natural ingredients, new scents and colours on offer

International players continued to lead mass beauty and personal care in 2019. The lead in sales historically belongs to multinational players, the biggest of which include leading player L'Oréal Ukraine TOV, Avon Cosmetics Ukraine DP and Unilever Ukraine TOV.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to decline by 7% in 2020 in 2019 constant value terms in light of the impact of COVID-19. The decline in growth for mass beauty and personal care will be impacted by the government ordering all public places to be closed from 17 March 2020, except for essential stores such as grocery stores and pharmacies.

Affected products within mass beauty and personal care

With consumers spending more time at home during the COVID-19 pandemic, and economic uncertainty impacting their purchasing decisions, most areas in mass beauty and personal care are expected to be impacted in 2020; however, some areas are to be more significantly impacted than others.

Recovery and opportunities

Due to the outbreak of COVID-19, 2020 is predicted to record a decline in growth for all areas within mass beauty and personal care, with the exception of mass face masks. These declines in growth will be due to social distancing, store closures, and consumers focusing on cost-savings during a time of economic uncertainty.

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