Eastern Europe

In 2023, beauty and personal care in Latvia registered strong double digit current value growth for the second consecutive year. Price inflation was less severe compared to 2022 supporting a mild recovery in consumer purchasing power, although much…

Hungary's beauty and personal care market witnessed several notable trends in 2023 with these reflecting evolving consumer preferences and demographic shifts. First, the ageing population played a significant role, driving demand for specialised…

It was a positive trading year for beauty and personal care in Georgia in 2023. Inflation decreased significantly and resulted in both healthy constant value and moderate volume growth. Population growth also supported the increased volume sales,…

In 2023, the beauty and personal care landscape in Estonia recorded positive retail value growth, somewhat driven by increased price points. However, inflation was not as high as in 2022, which led retail volume growth in areas such as skin care,…

The ongoing effects of the War in Ukraine continued to have a negative effect on the Croatian economy throughout 2023. Exports to Russia, Belarus and Ukraine were on hold throughout the year, while consumer spending remained under pressure across…

In 2023, beauty and personal care in Bulgaria performed noticeably better than in 2022. The relatively high inflation, especially in the first half of the year, led to significant growth in current value terms, with double-digit increases across most…

In 2023, beauty and personal care in Bosnia and Herzegovina achieved strong current value growth primarily as a result of rising unit prices. Inflation remained high even though it had slowed relative to 2022. Consumer demand was relatively unchanged…

While there was certainly a strong element of recovery from the decline seen a year earlier, the 2023 growth in the bath and shower category in current value terms was also a result of rising unit prices in this year. However, the performance also…

Baby and shower saw modest current value growth in the Czech Republic in 2023. Competition is traditionally intense amongst grocery retailers and drugstores, and consumers are strongly driven by promo deals and lower price points. The impact of…

Bath and shower in Slovenia witnessed a slight return to volume growth in 2023, despite the weaker economic conditions. In 2023, household budgets came under further pressure due to persistently high inflation, with many consumers choosing to…

Competition is intense among grocery retailers and drugstores in Slovakia. However, with an increasing number of discounters being established in the country these players are increasing value share. Lidl reached a total of 153 stores in 2023, which…

Bath and shower in Serbia experienced robust growth in 2023, propelled by a significant surge in retail value sales attributed to high price growth. This inflationary trend notably impacted shower gels, where consumers encountered a plethora of…

Bath and shower showed a positive performance in Romania in current value terms in 2023. However, this growth was purely due to inflationary price rises, as volume sales continued to decline, after the boost to sales and stockpiling seen in 2020, in…

Bath and shower maintained growth in both retail volume and current value terms in Poland in 2023, with growth across all categories except hand sanitisers, sales of which continued to normalise after the peak of the pandemic. Bar soap saw one of the…

It was a dismal year for bath and shower in North Macedonia in 2023, with both constant value and volume sales falling. Inflation continued to be high and the continuing rising costs cut into players’ profit margins. A declining population also led…

In 2023, sales in bath and shower in Lithuania showcased strong results, with double-digit retail value growth.

2023 was a slightly better year for the bath and shower category in Latvia. In the aftermath of the COVID-19 pandemic, demand for soap has remained robust with many consumers continuing the habit of frequent hand washing. That being said, the ongoing…

High inflation and declining purchasing power significantly influenced consumer purchasing decisions when it came to bath and shower products in 2023. The discounted pricing strategies of retailers such as Lidl and Aldi proved successful with these…

Bath and shower registered both moderate volume and constant value growth in Georgia in 2023. Body wash/shower gel was the best performing product in terms of value and volume growth, outperforming other products significantly. That being said, bar…

In 2023, bath and shower in Estonia recorded solid double-digit retail value growth, while retail volume growth was positive in body wash/shower gel, hand sanitisers, intimate washes, intimate wipes and liquid soap.

Demand for hand sanitisers continues to decline significantly over the course of 2023 as the influence of the COVID-19 pandemic on consumer behaviour continued to decline. As the sanitary situation has improved and the pandemic has officially come to…

As inflation remained relatively high in 2023, many consumers turned towards private label for their bath and shower needs. Brands like Balea from dm and Cien by Lidl captured the interest of price-conscious consumers most affected by the…

In 2023, rising inflation continued to negatively impact consumer demand and curbed retail volume sales of bath and shower products in Bosnia and Herzegovina. The volume sales decline seen in body wash/shower gel dented the performance of the entire…

In 2023, the baby and child-specific products category was recording positive growth after the steep decline seen a year earlier. However, the recovery in 2023 was not as strong as in other areas of the beauty and personal care market due to a…

Baby and child-specific products saw current value growth in the Czech Republic in 2023. Parents have become more concerned about the health and hygiene of their newborns, which has gradually led to an increase in demand for baby and child-specific…

Falling birth rates continued to hamper baby and child-specific products in Slovenia where young families are postponing having children. Women are increasingly focusing on their careers instead of having children, with the weaker economy also…

In 2023, healthy growth was recorded in baby and child-specific products in Slovakia. High inflationary pressures on price underpinned current value growth. Demand remains solid as parents deem these products as essential products for their…

In Serbia, baby and child-specific products witnessed a steadfast allegiance among consumers in 2023, underpinned by a robust brand loyalty ethos. Rather than flitting between various brands or succumbing to the allure of cheaper alternatives,…

Maintaining the trend seen in the previous two years, baby and child-specific products maintained solid retail volume growth in Romania in 2023, along with double-digit current value growth as prices rose. This category remains a priority for…

In 2023, baby and child-specific products maintained dynamic current value growth in Poland. This growth was purely due to price rises, as volume sales were unable to return to growth. However, different performances were seen across categories. For…

High inflation continued to impact baby and child-specific products in North Macedonia in 2023. There was only a minimal increase in constant value sales, with volume sales falling marginally, as the birth rate continued to fall. Medicated products…

Baby and child-specific products in Lithuania recorded positive retail value growth in 2023, with positive retail volume growth in most areas, particularly sun care and hair care. The category has a very concrete consumer base, and when it comes to…

In Latvia, baby and child-specific products is a relatively small category in beauty and personal care. In 2023, retail volume sales declined due to further cutbacks together with the pressure of lower birth rates. Whilst lower inflation provided…

In 2023, prices of baby and child-specific products inevitably saw a significant price hike from manufacturers and retailers alike as Hungary continued to suffer from elevated inflation. As disposable income was squeezed a significant number of…

Baby and child-specific products in Georgia registered healthy volume growth in 2023, as well as positive constant value growth. Baby wipes continues to account for most value sales and also registered the highest value growth. Another strong…

In 2023, baby and child-specific products recorded double-digit retail value growth. However, much of this was driven by inflation. Price hikes continued to add pressure to consumption patterns, with retail volume growth struggling in areas including…

Baby and child-specific sun care was among the top performing categories across baby and child-specific products in Croatia during 2023, with volume sales rising strongly despite steep unit price increases over the course of the year. The main reason…

Rising consumer awareness of the importance of proper skin care for babies and children, especially in rural areas, has led to an increase in demand for baby and child-specific skin care products in Bulgaria. Overall, this was the best performing…

Baby and child-specific products in Bosnia and Herzegovina is facing growing interest among local parents who are seeking beauty and personal care brands developed specifically for babies and children. Leading category players are focused on ensuring…