Mass Beauty and Personal Care in Ukraine

PROSPECTS

Consumers will pay more attention to quality in future

In 2017, mass beauty and personal care products were core purchases for Ukrainian consumers, many of whom could not afford premium products. Even though the government increased the minimum monthly salary to UAH3,200, consumer spending power remained weak with many people affording only essential and basic care products (eg toothpaste, shampoo, soap, mascara).

Consumer knowledge of beauty and personal care ingredients is set to evolve in future

A number of Ukrainian consumers are paying more attention to the list of ingredients on mass beauty and personal care products packaging when considering a purchase. Functionality of such products is no longer the core criteria of choice as health-conscious consumers avoid products with SLS, parabens, silicone and similar ingredients.

New product development – key to success in mass beauty and personal care

Renewing assortments is an important factor for boosting consumer interest in mass beauty and personal care products as Ukrainians are noted to be highly responsive to new product launches. In 2017, new product development was relatively active and saw entry into new categories (eg Biokon MNVO TOV started producing men’s grooming), new brand arrivals (eg Mixa of L’Oréal Ukraine TOV), larger packaging sizes (eg the launch of 700ml packaging for Garnier micellar water) and experiments with texture and scents among others.

COMPETITIVE LANDSCAPE

Multinationals drive mass beauty and personal care growth in Ukraine

In 2017, multinationals were among the most successful players in mass beauty and personal care in Ukraine benefiting from consumers’ return to more expensive products for self-care. This was particularly evident in categories where poor quality was avoided by all means (eg in facial skin care, hair care) in contrast to less “strategically important” areas (eg liquid soap or nail polish).

Internet retailing grows in importance in mass beauty and personal care distribution

At the end of the review period, internet retailing was a rapidly growing distribution channel for mass beauty and personal care products. While pure online retailers attracted with wide assortments, competitive prices and benefited from growing consumer trust, specialist retailers also made use of the momentum and became more active in developing the “brick-and-click” format.

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