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Beauty and Personal Care in Ukraine

  • PDF Icon

    Report

  • 134 Pages
  • July 2023
  • Region: Ukraine
  • Euromonitor International
  • ID: 2563552
Description Jump to:
In 2022, the war in Ukraine was the core factor impacting consumer demand for beauty and personal care. The initial months following the invasion were the most difficult, when many consumers ceased purchasing products deemed non-essential. Traditionally, 8 March (International Women’s Day) is a very important date for beauty and personal care sales as many male consumers purchase such products as gifts for their wives, daughters and friends.

The analyst's 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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 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
  • Beauty and personal care in 2022: The big picture
  • 2022 key trends
  • Competitive landscape
  • Retailing developments
  • What next for beauty and personal care?
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
  • Summary 1 Research
MASS BEAUTY AND PERSONAL CARE IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Marginally stronger performance for mass beauty and personal care than premium segment as consumers focus spending on essentials
  • During difficult times some consumers look to small luxuries to improve mental wellbeing
  • Major multinationals retain leadership but private label gains notable share
PROSPECTS AND OPPORTUNITIES
  • More positive outlook expected for mass segment once citizens return to Ukraine and consumer sentiment improves
  • Short-term focus to remain on essentials before potential for more complex self-care routines resumes
  • Potential for smaller local players to emerge and strengthen positions in coming years
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Premium beauty and personal care impacted by loss of target audience
  • Despite prioritising routines, premium fragrances benefits from positive association with pre-war period
  • Despite supply chain and distribution challenges, L'Oréal retains leadership
PROSPECTS AND OPPORTUNITIES
  • Rebound expected if affluent Ukrainians return, but aspirational consumers will remain price sensitive
  • Dynamic growth predicted for sun care and colour cosmetics in second half of forecast period
  • Personal experience of offline stores to be favoured by consumers
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Category loses significant proportion of target audience in 2022
  • Baby and child-specific sun care most negatively impacted
  • Johnson & Johnson strengthens overall leadership
PROSPECTS AND OPPORTUNITIES
  • Positive outlook for category linked to end of war and stronger return of families
  • More dynamic growth for baby wipes and sun care following drastic declines in 2022
  • E-commerce offers further potential as an alternative distribution channel
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Basic essentials and private label stronger performers
  • Significant drop in sales of hand sanitisers as impact of pandemic wanes and the war in Ukraine begins
  • Evyap Trading retains leadership amid growing pressure from both global and smaller local players
PROSPECTS AND OPPORTUNITIES
  • Return of consumer base from abroad likely to improve demand
  • Improvements for products most negatively impacted in 2022
  • Room for local players and private label to expand
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2017-2022
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Significant declines in 2022 but some consumers still purchase colour cosmetics to support emotional wellbeing
  • Mascara and lip products remain popular cosmetics for basic make-up routines
  • L'Oréal and Benice strengthen leadership while private label also makes gains
PROSPECTS AND OPPORTUNITIES
  • Stronger demand for colour cosmetics linked to consumers returning to Ukraine and improving disposable incomes
  • Stronger performances for neglected cosmetics but consumers likely to maintain basic routines in the short term
  • Potential for e-commerce to further penetrate colour cosmetics
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022
  • Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022
  • Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Rising prices support lower value declines, while reduction of consumer base dampens overall demand
  • Deodorants sprays remains most popular format due to price and convenience
  • Multinationals dominate deodorants with trusted mass brands
PROSPECTS AND OPPORTUNITIES
  • Expanding consumer base and basic hygiene routines to help drive demand for deodorants
  • Niche formats offer growth potential, but sprays will remain most popular format
  • Competitive landscape unlikely to visibly change, while e-commerce is set to gain further share
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2017-2022
  • Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
  • Table 57 NBO Company Shares of Deodorants: % Value 2018-2022
  • Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
  • Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Loss of consumer base and economising take a toll on demand for depilatories
  • Women’s razors and blades retains popularity for ease of use and affordability
  • Multinationals dominate but private label makes gains due to economising trend
PROSPECTS AND OPPORTUNITIES
  • Category’s recovery depends on greater return of consumer base and competition from other depilation methods
  • Women’s razors and blades offers strongest growth potential over other formats
  • Private label and e-commerce set to make further gains
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2017-2022
  • Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
  • Table 66 NBO Company Shares of Depilatories: % Value 2018-2022
  • Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022
  • Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Reduction of target audience significantly impacts demand for fragrances in 2022, although some consumers continue to appreciate small indulgences
  • Premium fragrances hold strong share, while women’s segment dominates sales
  • Leader Avon Cosmetics loses ground to premium multi-brand players
PROSPECTS AND OPPORTUNITIES
  • Demand for premium fragrances set to recover with further opportunities to emerge
  • Stronger growth performance for mass fragrances over the forecast period
  • E-commerce likely to gain further share as distribution channel to gain wider reach
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2017-2022
  • Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022
  • Table 72 NBO Company Shares of Fragrances: % Value 2018-2022
  • Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
  • Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Economising and reduced hair care routines impact category sales in 2022
  • Colourants benefits from DIY trend, while standard shampoos remains part of many basic hair care routines
  • Expansive and trusted hair care portfolios ensure strong positions of multinationals
PROSPECTS AND OPPORTUNITIES
  • Return of consumer base and improving confidence set to drive up demand towards end of forecast period
  • Natural trend likely to gain momentum within hair care
  • E-commerce likely to place further pressure on smaller channels
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2017-2022
  • Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
  • Table 81 NBO Company Shares of Hair Care: % Value 2018-2022
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
  • Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022
  • Table 84 LBN Brand Shares of Colourants: % Value 2019-2022
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
  • Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • War significantly impacts demand for men’s grooming on several fronts
  • Men’s razors and blades remains essential product for men’s grooming
  • Procter & Gamble strengthens lead of fairly fragmented competitive landscape
PROSPECTS AND OPPORTUNITIES
  • Demographic trends to hinder stronger demand over forecast period
  • Short term likely to see consumers focus on essentials
  • Multinationals likely to retain their strength with trusted brands
CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2017-2022
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2018-2022
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Consumers forced to economise and focus on most essential oral care products
  • Price is main factor driving purchasing decisions in 2023
  • Multinationals retain dominance of oral care
PROSPECTS AND OPPORTUNITIES
  • Improving demand for oral care, depending on return of emigrants and recovery of disposable incomes
  • Demand for niche oral care or products offering greater functionality likely to gain sales momentum
  • E-commerce set to gain further penetration of oral care over forecast period
CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2017-2022
  • Table 101 Sales of Oral Care by Category: % Value Growth 2017-2022
  • Table 102 Sales of Toothbrushes by Category: Value 2017-2022
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2017-2022
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
  • Table 105 NBO Company Shares of Oral Care: % Value 2018-2022
  • Table 106 LBN Brand Shares of Oral Care: % Value 2019-2022
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2019-2022
  • Table 109 Forecast Sales of Oral Care by Category: Value 2022-2027
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2022-2027
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Loss of consumer base and declining disposable incomes have drastic impact on demand for skin care in 2022
  • Price and perceived necessities are major factors influencing purchasing decisions
  • Multinationals strengthen leadership of skin care in 2022
PROSPECTS AND OPPORTUNITIES
  • Improving demand for skin care once disposable incomes increase and consumer base expands
  • Room for innovation within skin care once consumer confidence improves
  • E-commerce offers further potential for growth within skin care
CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2017-2022
  • Table 114 Sales of Skin Care by Category: % Value Growth 2017-2022
  • Table 115 NBO Company Shares of Skin Care: % Value 2018-2022
  • Table 116 LBN Brand Shares of Skin Care: % Value 2019-2022
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2019-2022
  • Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
  • Table 122 Forecast Sales of Skin Care by Category: Value 2022-2027
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN UKRAINEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Sun care most negatively impacted category by the war in 2022
  • Sun protection remains most popular product type due to awareness of sun’s harmful rays
  • Local player Biokon regains leadership of sun care from L'Oréal
PROSPECTS AND OPPORTUNITIES
  • Limited short-term prospects, but demand for sun care likely to gain momentum over course of forecast period
  • Mass sun care will remain dominant due to affordability and perceived adequate quality
  • Further growth prospects for online sales of sun care
CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2017-2022
  • Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022
  • Table 126 NBO Company Shares of Sun Care: % Value 2018-2022
  • Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
  • Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027

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