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Belarus did not have lockdowns nor state-encouraged store closures in 2020. Nonetheless, many consumers chose home seclusion during the first and second wave of COVID-19 which coincided with Belarus' spring and autumn, limiting their time spent at brick-and-mortar stores and purchasing needed beauty and personal care products online. As a result beauty and personal care saw decelerated growth in 2020. Furthermore, sun care was the category most affected by home seclusion and the worldwide lack o...
Euromonitor International's Beauty and Personal Care in Belarus 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
List Of Contents And Tables
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?
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 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesMASS BEAUTY AND PERSONAL CARE IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
Sales of mass beauty and personal care slows thanks to home seclusion and price sensitivity in 2020
Advertising and new product development encourage sales of mass beauty and personal care in 2020
Multinationals retain their leading positions in 2020
RECOVERY AND OPPORTUNITIES
Mass beauty and personal care set for growth during the forecast period
Continuous attention to hygiene likely to impact sales positively in the forecast period
Drugstores/parapharmacies and e-commerce expected to increase value share during the forecast period
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 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
Pandemic impacts premium products negatively thanks to home seclusion and lack of travel in 2020
Premium beauty and personal care protected from economic turmoil but exposed to political protests during 2020
Multinational brands retain leading positions in 2020
RECOVERY AND OPPORTUNITIES
Growth to bounce back in the forecast period but political instability likely to affect sales negatively
Omni-channel players likely to extend product ranges during the forecast period
Zolotoye Yabloko expected to open store in Minsk during the forecast period thus increasing competition
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 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
COVID-19 impacts categories differently in 2020 with sales of baby wipes outperforming others
Price discounts and promotions flourish to attract consumers in 2020 but demand for baby and child-specific products maintained thanks to essential nature
Multinationals retain leading positions in 2020
RECOVERY AND OPPORTUNITIES
Sales growth likely to be similar to that of the review period thanks to parents prioritising children
Demand for natural and healthy baby and child-specific products expected to resume over the forecast period
Increase in VAT on imported baby and child-specific products set to decrease demand over the forecast period
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 Sun Care: % Value 2017-2020 Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025BATH AND SHOWER IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
Pandemic leads to increased hygiene awareness and robust demand for bath and shower products in 2020
Consumers' price sensitivity leads to demand for larger package sizes in 2020
Intense competition intensifies amongst bath and shower players in 2020
RECOVERY AND OPPORTUNITIES
Sales growth of bath and shower products expected to slow during the forecast period
Consumers likely to be more interested in unit prices with manufacturers set to offer discounts to boost sales over the forecast period
Currency depreciation in 2020 expected to impact unit prices in the short term
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2015-2020 Table 34 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 36 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 37 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 39 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025COLOUR COSMETICS IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
COVID-19 decimates demand for colour cosmetics in 2020
Consumers restrict visits to physical stores and are increasingly price sensitive in 2020
L'Oreal Groupe strengthens its value share in 2020
RECOVERY AND OPPORTUNITIES
Colour cosmetics set to recover during the forecast period
Consumers likely to be more selective when buying colour cosmetics during the forecast period
L'Oreal's expansion to sell colour cosmetics at drugstores likely to stimulate sales over the forecast period
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 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 Premium Colour Cosmetics: % Value 2017-2020 Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025 Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025DEODORANTS IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
Deodorants sees healthy growth as consumers prioritise health in 2020
Accessibility and improving hygiene helps to boost sales in 2020
Competition is led by foreign brands in 2020
RECOVERY AND OPPORTUNITIES
Sales set to decelerate but continue growing during the forecast period
New product development and investment in advertising expected over the forecast period
Discounting campaigns likely as consumers remain prices sensitive over the forecast period
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2015-2020 Table 52 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 53 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 54 NBO Company Shares of Deodorants: % Value 2016-2020 Table 55 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 56 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 57 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 59 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025DEPILATORIES IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
COVID-19 changes depilation routines resulting in decreased sales in 2020
Hair removers/bleaches and women's pre-shave categories most affected in 2020
Procter & Gamble continues to lead depilatories in 2020
RECOVERY AND OPPORTUNITIES
Price remains the main consideration for depilatory purchases over the forecast period
New products expected in women's razors and blades systems during the forecast period
E-commerce set to grow over the forecast period
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2015-2020 Table 61 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 62 NBO Company Shares of Depilatories: % Value 2016-2020 Table 63 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 64 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025FRAGRANCES IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
COVID-19 results in sales of fragrances contracting in 2020 thanks to non-essential nature and home seclusion
Consumers' price sensitivity leads to increase in promotions during 2020
Fragmented competition due to large number of brands in 2020
RECOVERY AND OPPORTUNITIES
Sales set to rebound during the forecast period as travel resumes but consumers likely to remain price sensitive
Premium fragrances will benefit from lack of travel in 2020
E-commerce set to grow over the forecast period thanks to its convenience
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2015-2020 Table 67 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 68 NBO Company Shares of Fragrances: % Value 2016-2020 Table 69 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 72 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025HAIR CARE IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
Home seclusion and consumers' price sensitivity leads to slower growth in 2020
Players lure price sensitive consumers with promotions in 2020
Multinationals characterise hair care in Belarus, with intense competition in 2020
RECOVERY AND OPPORTUNITIES
Hair care sales growth expected over the forecast period as consumers return to hair salons and shopping at brick-and-mortar stores
Expected unit price increases likely to slow volume growth over the forecast period
Advertising and promotions will help players succeed in the forecast period
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2015-2020 Table 75 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 76 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 77 NBO Company Shares of Hair Care: % Value 2016-2020 Table 78 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 81 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 82 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025MEN'S GROOMING IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
COVID-19 contributes to the decline in sales of men's shaving products in 2020
Premium men's grooming segment suffers in 2020 thanks to price sensitivity
Procter & Gamble continues to lead men's grooming in 2020
RECOVERY AND OPPORTUNITIES
Men's grooming likely to see sluggish growth over the forecast period with men's pre-shave products likely to gain in popularity
Gels set to replace foam in pre-shave products during the forecast period
E-commerce expected to grow dynamically over the forecast period
CATEGORY DATA
Table 85 Sales of Men's Grooming by Category: Value 2015-2020 Table 86 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020 Table 89 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 90 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 92 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 93 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025ORAL CARE IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
Change in the sales channels and segments
Increasing consumption of mouthwashes is reinforced by its antibacterial effect
The oral care market becomes less concentrated
RECOVERY AND OPPORTUNITIES
Electric toothbrushes set to drive oral care sales over the forecast period
Therapeutic toothpaste expected to trend during the forecast period
Environmentally friendly and natural trends set to boost sales over the forecast period
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2015-2020 Table 95 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 96 Sales of Toothbrushes by Category: Value 2015-2020 Table 97 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 98 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 99 NBO Company Shares of Oral Care: % Value 2016-2020 Table 100 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 101 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 103 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025SKIN CARE IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
COVID-19 impacts premium facial care products positively while mass products sales decelerate in 2020
E-commerce sales boosted, while consumers' price sensitivity leads to consumption behaviour changes in 2020
L'Oreal Groupe increases its lead in 2020
RECOVERY AND OPPORTUNITIES
Skin care set to see increasing sales growth over the forecast period as disposable incomes rise
Demand for functional skin care likely to resume during the forecast period
Repositioning of facial care expected in the forecast period
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2015-2020 Table 106 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 107 NBO Company Shares of Skin Care: % Value 2016-2020 Table 108 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 109 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 110 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025SUN CARE IN BELARUS
KEY DATA FINDINGS
2020 IMPACT
Sun care contracts steeply thanks to decimation of travel and tourism and price sensitivity in 2020
Sun care remains small in 2020 but consumers becoming more aware of dangers of sun exposure
L'Oreal Groupe retains top spot in 2020 thanks to the popularity of multinational brands
RECOVERY AND OPPORTUNITIES
Sun care set to recover from 2021 and see healthy sales growth over the forecast period
Price discounts likely to remain for the foreseeable future
Sun care purchases likely to remain dependent on sunny weather and tourism during the forecast period
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2015-2020 Table 113 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 114 Sales of Sun Care by Premium vs Mass: % Value 2015-2020 Table 115 NBO Company Shares of Sun Care: % Value 2016-2020 Table 116 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 118 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025 Table 120 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025