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Beauty and Personal Care in Ukraine

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    Report

  • 141 Pages
  • April 2021
  • Region: Ukraine
  • Euromonitor International
  • ID: 2563552
While Ukraine continued to be characterised by negative demographic trends, beauty and personal care had growth potential further eroded by the emergence of the pandemic and related challenges in terms of physical store closures, home seclusion and uncertainty over the future including possible unemployment.

The Beauty and Personal Care in Ukraine report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Beauty and Personal Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

BEAUTY AND PERSONAL CARE IN UKRAINE
EXECUTIVE SUMMARY
  • COVID-19 impact on beauty and personal care
  • COVID-19 country impact
  • Company response
  • Retailing shift
  • What next for beauty and personal care?
  • Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
  • Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENTGLOBAL INDUSTRY ENVIRONMENTDISCLAIMER
SOURCES
  • Summary 1 Research Sources
  • MASS BEAUTY AND PERSONAL CARE IN UKRAINE

KEY DATA FINDINGS
2020 IMPACT
  • Increasing price sensitivity as a result of pandemic forces consumers to prioritise spending, resulting in overall low declines for mass beauty and personal care
  • Home seclusion and self-care trends have polarising impact on certain categories
  • Multinationals continue to dominate mass beauty and personal care in 2020 but local player Elfa benefits from stockpiling of liquid soap

RECOVERY AND OPPORTUNITIES
  • Mass beauty and personal care to surpass pre-pandemic value sales levels by 2024
  • Early demand for essential hygiene-related products set to give way to greater interest in natural beauty and personal care
  • As restrictions relax, demand for certain categories is set to improve in line with return to workplace and socialising

CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

PREMIUM BEAUTY AND PERSONAL CARE IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Despite overall declines in 2020, certain premium categories outperform mass counterparts
  • Dermocosmetics supports interest in premium skin care
  • L'Oréal strengthens leadership with dermocosmetics brands performing well

RECOVERY AND OPPORTUNITIES
  • Full recovery predicted for premium segment by 2023
  • Further product development needed to excite consumers
  • E-commerce to continue attracting consumers with attractive discounts

CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

BABY AND CHILD-SPECIFIC PRODUCTS IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Baby wipes supports positive demand for category in 2020 due to versatility
  • Strongest declines for baby and child-specific sun care due to home seclusion and limited travel opportunities
  • Johnson & Johnson retains leadership of fragmented competitive landscape due to established presence

RECOVERY AND OPPORTUNITIES
  • Baby wipes to drive early forecast period demand
  • Baby and child-specific toiletries to record strongest volume growth with rising interest in natural formulations
  • Baby and child-specific sun care will struggle to recover to pre-pandemic levels despite more optimistic outlook from 2023

CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

BATH AND SHOWER IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Greater shift away from bar soap towards liquid soap during pandemic
  • Greater preference for showers continues to benefit body wash/shower gel
  • Evyap Trading retains leadership but smaller players gain ground from private label

RECOVERY AND OPPORTUNITIES
  • Overall declining demand for mature category but liquid soap continues to offer further room for growth
  • Body wash/shower gel to take over bar soap as largest value category
  • Players will look to add value to mature category through innovation

CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2015-2020
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

COLOUR COSMETICS IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Home seclusion trend significantly reduces demand for colour cosmetics in 2020
  • Mask wearing in public strongly impacts demand for facial make-up and lip products
  • International brands continue to lead, although direct sellers suffer stronger declines

RECOVERY AND OPPORTUNITIES
  • Despite more optimistic outlook from mid-forecast period, category will struggle to fully recover by 2025
  • Innovation needed to add value to category
  • Evolving technologies could further benefit e-commerce

CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
  • Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
  • Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

DEODORANTS IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Home seclusion trend reduces overall demand for deodorants in 2020
  • Sprays and roll-ons remain most popular formats due to affordability and convenience
  • Multinationals retain overall dominance of deodorants with established brands

RECOVERY AND OPPORTUNITIES
  • Full recovery expected by 2025 for deodorants despite ongoing restrictions in 2021
  • Innovation essential to add value to deodorants
  • Local brands likely to continue to struggle to gain stronger share

CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2015-2020
  • Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
  • Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
  • Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
  • Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

DEPILATORIES IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Home seclusion trend results in declining demand for depilatories in 2020
  • Women’s razors and blades remains most popular and affordable format
  • Multinationals continue to dominate depilatories due to established brand recognition

RECOVERY AND OPPORTUNITIES
  • Full recovery predicted by end of forecast period as consumers gradually return to pre-pandemic routines
  • Niche areas to see more dynamic growth rates
  • Competition could intensify with entry of new multinationals

CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2015-2020
  • Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
  • Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
  • Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
  • Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

FRAGRANCES IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Overall demand for fragrances declines in 2020 due to home seclusion trend
  • Premium fragrances bucks declining trend
  • Direct sellers falter during pandemic, enabling competitors to make gains

RECOVERY AND OPPORTUNITIES
  • Overall improving demand for fragrances from 2022 onwards as consumers gradually return to pre-pandemic routines
  • Premium segment to continue driving value growth
  • Further growth potential for fragrances likely to attract new entrants

CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2015-2020
  • Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
  • Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
  • Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
  • Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

HAIR CARE IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Home seclusion trend has polarising effect on hair care’s performance in 2020
  • Slow growth for standard shampoos as consumers reduce frequency of hair washing during lockdown
  • L'Oréal and Procter & Gamble extend their lead

RECOVERY AND OPPORTUNITIES
  • Stronger growth momentum over the forecast period
  • Greater confidence amongst consumers to try at-home treatments
  • E-commerce likely to make further gains

CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2015-2020
  • Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
  • Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
  • Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
  • Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
  • Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

MEN’S GROOMING IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Home seclusion trend reduces overall demand for men’s grooming in 2020
  • Men’s shaving remains core value category, followed by fragrances
  • Procter & Gamble retains leadership but Beiersdorf gains notable ground through Nivea

RECOVERY AND OPPORTUNITIES
  • Men’s grooming could struggle to fully recover by 2025 due to ongoing declines in early part of forecast period
  • Saturation and beard trend to continue eroding men’s shaving’s share
  • Potential for premium segment to gain further ground

CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

ORAL CARE IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Essential oral care remains a priority but price plays important role in consumers’ purchasing decisions
  • Toothpaste remains dominant value category, recording only marginal declines
  • Multinationals retain dominance of oral care through strong brand recognition and wide distribution

RECOVERY AND OPPORTUNITIES
  • Overall demand for oral care set to improve from 2021 onwards
  • Essential toothpaste to remain dominant, but niche areas to record strong growth
  • Local players will continue to struggle against dominant multinationals

CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2015-2020
  • Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
  • Table 102 Sales of Toothbrushes by Category: Value 2015-2020
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
  • Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
  • Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
  • Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

SKIN CARE IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Despite home seclusion trend, skin care posts positive performance in 2020
  • Premium segment and dermocosmetics continue to attract more affluent consumers
  • Leading multinationals strengthen positions in 2020

RECOVERY AND OPPORTUNITIES
  • Demand for skin care set to continue growing, although impressive pre-pandemic rates are unlikely to be repeated in the short term
  • Lifting of restrictions likely to focus consumers’ attention on physical appearance
  • E-commerce likely to gain further ground within skin care

CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2015-2020
  • Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
  • Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
  • Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
  • Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
  • Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

SUN CARE IN UKRAINEKEY DATA FINDINGS
2020 IMPACT
  • Strong declines for sun care in 2020 due to home seclusion and limited travel opportunities
  • Premium segment including dermocosmetics experiences positive growth in 2020
  • Strong presence of local players but multinationals gain ground

RECOVERY AND OPPORTUNITIES
  • Despite improving demand from 2022, sun care will struggle to return to pre-pandemic levels
  • Premium segment set for further share gain
  • Further share gain likely for e-commerce

CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2015-2020
  • Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
  • Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
  • Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
  • Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025