Super premium beauty and personal care fared better from the pandemic than other luxury goods and only registered a slight decline in value sales in 2020. There were several reasons for this.
Renowned international brands dominate in Ukraine. These brands benefit from the first-mover advantage and invest heavily in TV and other advertising support to enhance the image of their brands.
In 2020, super premium skin care registered the highest current value growth, as with consumers confined to home and not mixing with people, they prioritised skin care. In 2021, with society gradually opening up, and people socialising more, super premium colour cosmetics is expected to register the highest current value growth, as women strive to look their best as they are out and about again.
Super premium beauty and personal care will register moderate constant value growth over the forecast period. Once international travel opens up fully for Ukrainian consumers, this will steal value share from local operators as consumers purchase super premium beauty and personal care products overseas and through airport outlets, where prices are generally more affordable.
Super premium fragrances will remain the largest product area in constant value terms, supported by demand for fashion-related brands, and will also register the highest value growth. Its ongoing popularity is linked to the persistent perception amongst Ukrainian consumers that expensive fragrances are an expression of status.
Super premium beauty and personal care value sales are concentrated in the big cities such as Kiev, Dnipro, Odessa and Kharkiv and the major retailers are Brocard and Bomond. However, even before COVID-19 hit, e-commerce was registering increased value sales, particularly from consumers who maybe did not live in the big cities and wanted access to such products.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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