Executive Summary

Jun 2019
PROSPECTS
Men’s toiletries supports value growth

Men’s grooming in Belarus recorded similar current strong growth in 2018 to 2017. This was mainly due to the persisting trend amongst men for sporting longer beards, which limited sales of men’s shaving, the largest category within men’s grooming.

Consumer trends influence men’s grooming

As men’s grooming in Belarus had not reached saturation in 2018 and continues to offer further growth potential, the category expanded in product variety and availability. Men’s shaving remained the largest men’s grooming category, with men’s pre-shave recording the fastest growth, due to its popularity among regularly shaving Belarusians.

Conservative men only purchase essential grooming products

Local men remained largely conservative and minimalist when purchasing grooming products. Therefore, Belarusian men mainly purchased essential products and replaced them only when they were finished.

COMPETITIVE LANDSCAPE
Intense competition amongst strongest multinationals persists

Competition within men’s grooming continued to be amongst key multinational players, mainly The Procter & Gamble Co and Beiersdorf AG. Nivea by the latter led men’s post-shave, while The Procter & Gamble Co led men’s pre-shave, razors and blades and toiletries.

Active advertising and discounts encourage volume sales

Competition among key players intensified in 2018. To attract local consumers, some players offered a large number of new product developments including Beiersdorf, while others offered frequent price discounts, targeting price-sensitive consumers and gaining greater volume share.

Leaders offer new product development

2018 recorded many new product developments, which were launched mostly by foreign brands. Many new products targeted sensitive skin providing new formulations including products without alcohol.

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Men's Grooming in Belarus

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Belarus with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Belarus, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Belarus market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Belarus?
  • What are the major brands in Belarus?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Belarus - Category analysis

HEADLINES

PROSPECTS

Men’s toiletries supports value growth
Consumer trends influence men’s grooming
Conservative men only purchase essential grooming products

COMPETITIVE LANDSCAPE

Intense competition amongst strongest multinationals persists
Active advertising and discounts encourage volume sales
Leaders offer new product development

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Belarus - Industry Overview

EXECUTIVE SUMMARY

Value growth rate unchanged due to increasing number of promotional sales
Attention to appearance, healthy living and advertisements influence consumers’ choices
Foreign players strengthen their positions
Consumer trends influence new product development
Growth of disposable incomes and consumer trends boost forecast value growth

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources