Skin Care in Belarus

PRE-COVID-19 PERFORMANCE

Growing demand for new and healthy products especially those that provide quick results

Local consumers became more conscious of the latest launches in skin care in 2019. More also wanted to better understand product ingredients and functionality thanks to social media and bloggers.

Hectic lifestyles boost demand for products that offer convenience

Busy lifestyles mean consumers have less time to take care of themselves. This trend led to rising demand for skin care in 2019 that offers convenience as well as rapid results.

Leading competitors retain their value share

The competitive environment became more intense in skin care in 2019 with multinationals retaining their leading positions. These players benefited from extensive shelf space, the financial clout to invest in advertising and marketing campaigns, new product developments and discounting.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to contract by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

COVID-19 is set to lead to a dramatic contraction in most categories of skin care with the exception of face masks, premium facial cleansing wipes, and premium skin care sets/kits. These products will sustain some sales as they will be useful in helping consumers maintain cleanliness and good hygiene in their efforts to halt transmission of the virus.

Recovery and opportunities

While the vast majority of skin care categories are likely to return to positive growth in value sales at constant 2019 prices by 2021, growth levels are likely to remain subdued for some considerable time. Even by 2024, growth rates of skin care as a whole in value sales at constant 2019 prices are set to be below pre-COVID-19 levels, with growth rates proving stubbornly slow in hand care.

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