Eastern Europe

Technological advances in 2024 will continue to reshape consumer behaviour. This annual report explores the top five digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this report’s edition…

In the upcoming years, consumers and businesses face an array of challenges, with rising income inequality being among the key ones. Nevertheless, addressing the income inequality through catering to the Bottom of the Pyramid and the Middle Class…

Sun care was the worst performer within Ukrainian beauty and personal care in 2022. The category was severely affected by the war’s limitations, including emigration abroad and lack of access to beaches, in addition to the impact of restrictions on…

Skin care is one of the largest value categories within beauty and personal care in Ukraine. These products are considered important by many local consumers, since maintaining a youthful appearance and looking well-groomed is considered a challenge…

Compared to mass beauty and personal care, the premium segment fared marginally worse in 2022. Sales suffered from the reduced consumer base, when many Ukrainian women with high incomes chose to leave the country because of the war, and thus became…

Despite being considered an essential part of personal hygiene routines, oral care was unable to avoid a decline in sales, including in core product categories, toothpaste and manual toothbrushes. The category suffered from the reduction in consumer…

Men’s grooming offers significant unfulfilled potential in Ukraine, in particular due to the underdeveloped culture of men’s toiletries, especially men’s skin care. In 2022, the situation was exacerbated, with retail volume sales dramatically falling…

The difficult economic situation, resulting from the war in Ukraine, contributed to a marginally stronger performance by mass beauty and personal care compared to the premium segment, despite both recording double-digit current value declines in…

Hair care remained one of the core categories within beauty and personal care in 2022, since maintaining personal hygiene, including that of hair, is typically a priority in Ukraine. Nevertheless, the category was unable to avoid significant sales…

Over 2022 as a whole, fragrances did not perform as poorly as initially anticipated. Whereas fragrances are not considered first necessity products and are rather associated with indulgence, some consumers continued to purchase them regardless of the…

In 2022, depilatories recorded significant declines due to several factors. First, local consumers were generally more economical in terms of prioritising their purchases because of the impact of the war (including unemployment) and thus avoided…

The lower value decline recorded by deodorants in 2022, compared to retail volumes, was driven by rising unit prices. A number of products witnessed significant price increases because of rising logistics costs and affected distribution patterns as…

In 2022, colour cosmetics witnessed a drop in sales like other beauty and personal care categories in Ukraine. First, the consumer base was significantly reduced by millions of women leaving the country because of the war, which began in early…

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.…

In 2022, in a highly unfavourable market environment, products considered basic necessities were the most demanded in Ukraine. Consumers, forced to economise in many cases having lost their jobs and even homes, had to review the purchase of certain…

Baby and child-specific products significantly suffered in 2022, not only because of the impact of the war and reduced consumer spending power. The challenge came from the more limited consumer base as millions of women and children left Ukraine in…

Sun care is seeing notable growth on the back of rising consumer health consciousness. Growing awareness amongst consumers about the potentially harmful effects of over-exposure to the sun on skin health are driving demand for sun care products.…

Sun care experienced a notable rebound in 2022 as travel restrictions were lifted and consumers were once again able to plan and enjoy their holidays. This led to an increased demand for sun care products, including sunscreens, aftersun lotions, and…

Busy and stressful lifestyles are increasing consumer demand for face masks. Such products contribute to consumers’ sense of wellbeing and stress relief. New formats of basic moisturisers are growing in popularity, with the market seeing ampules,…

Skin care continues to experience robust consumer demand driven by the growing emphasis on health and wellbeing. With an increasing focus on maintaining healthy-looking skin as an indicator of overall wellness, consumers are actively seeking skin…