Though not as severely affected by COVID-19 as other luxury products in 2020, retail volume and current retail value still fell by about a fifth. However, certain products performed better than others, with super premium skin care faring the best.
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.
The main users of super premium beauty and personal care are 25-40-year-old women who live, or at least work, in big cities, where consumer incomes are usually higher. Luxury consumers are frequently brand loyal, although the latest and niche offerings also find admirers.
Super premium beauty and personal care will return to value growth once the threat of COVID-19 subsides and people are able to move around again and browse fragrance counters and can stop wearing face masks. However, it is expected that value growth will be lower than the review period, as the economy struggles to recover from COVID-19 and consumers will be more price sensitive.
Ukrainian women pay a lot of attention to their appearance, and they are keen to try different beauty and personal care products. When their budgets allow, they gravitate towards high-end options, and are responsive to innovations.
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 report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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