Eastern Europe

During 2023, there was a strong recovery in premium beauty and personal care value sales after the steep decline registered a year earlier, with a particularly dynamic performance being seen in demand for dermocosmetic products. Consumers were…

The development of the skin care category in Ukraine continues to be driven by the active innovation being seen from manufacturers of these products. For example, in 2023, Weleda revamped its skin care line. This update was characterised by a new…

In 2023, sun care saw a strong recovery following the significant decline seen a year earlier, with much of 2022 marked by major challenges and uncertainties. The adaptation of the population to the new realities resulted in a shift in summer leisure…

The influx of cats that migrated with Ukrainian refugees helped cat food in the Czech Republic to continue to see healthy retail volume and current value growth in 2022 and 2023, despite the worsening economic situation caused by the war in Ukraine…

Dog food in the Czech Republic is still affected by tough economic conditions, which started in 2022 with the war in Ukraine and were followed by the effects of high inflation and cost-of-living on businesses and consumers. The economic situation is…

Retail volume sales of other pet food in the Czech Republic have stagnated since the boom in pet ownership in the wake of the Coronavirus (COVID-19) pandemic in 2020. Thus, a further small increment is expected over 2024. Challenges such as stagnant…

In pet care in the Czech Republic, 2024 is expected to be a cooling year. There was a surge in pet care demand in the wake of the Coronavirus (COVID-19) pandemic, although the effects of the war in Ukraine and high inflation increased the…

Within pet products in the Czech Republic, the demand for the cat litter has grown steadily. As this product type is tied to cat ownership, the rising cat population in the wake of the Coronavirus (COVID-19) crisis is helping the category to develop…

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 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 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…

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 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,…

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.

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…

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…

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

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…

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,…

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, 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…

In 2023, beauty and personal care in Lithuania saw positive retail value growth, driven by price inflation and a heightened demand for products following a return to socialising post-COVID-19. While inflation was present, price increases were lower…

In 2023, beauty and personal care in Serbia witnessed a notable shift driven by inflationary pressures, leading to price increases across all product areas. While value sales experienced growth primarily due to these price hikes, volume sales saw a…

Cat food in Bulgaria is expected to continue increasing in both volume and value sales in 2024. This is partly due to growth in Bulgaria’s pet cat population, though the primary drivers of volume sales remain pet humanisation, rising awareness of the…

The trend in cat food in Hungary of offering variations for picky cats is becoming more prominent, especially with the increasing ownership of cats, which has reached over one third of Hungarian households. As the cat population is growing…

In 2023, colour cosmetics recorded double-digit retail value growth in Estonia, boosted by rising inflation. Price rises led consumers to be more cautious about their spending, with many not wanting to compromise on quality regarding their colour…

Colour cosmetics in Georgia registered moderate constant value and volume growth. Lip products in particular performed well, in terms of value growth, in particular for premium products. In the mass segments, foundation and mascara performed strongly…

In 2023, colour cosmetics in Latvia witnessed strong growth in retail volume and current value terms. Although this category is subject to fashion trends, overall demand is generally positive. With consumers fully back to normal in both their…

In 2023, colour cosmetics drove strong double-digit retail value growth, driven by rising price points. Retail volume growth was positive in areas such as eye make-up, BB/CC creams and lip gloss, with sales driven by a return to pre-pandemic routines…

In 2023, the sales trajectory of colour cosmetics in Serbia was propelled by a resurgence in pre-pandemic lifestyle patterns and the pervasive influence of social media. Platforms like TikTok and Instagram emerged as powerful catalysts, with…

In 2023, deodorants in Estonia saw positive retail value, with growing awareness and a strong advertising campaign in men's deodorants adding momentum to sales. Sales of deodorants also benefited from consumers returning to their social and…

While value sales increased significantly for deodorants in Georgia in 2023, volume sales fell slightly, as price rises forced some consumers to trade down. This resulted in many consumers switching to deodorant roll-ons, which actually saw volume…

Deodorants were one of the stronger performers among beauty and personal care products in 2023. Despite the stubbornly high inflation, caused initially by the energy crisis from the war in Ukraine, deodorants registered both healthy constant value…

In 2023, sales of deodorants rose following the full lifting of COVID-19 restrictions in Lithuania. As such, an increase in social and professional interactions drove motivation for consumers to maintain a fresh and clean scent.  While deodorant…

Deodorants in Serbia witnessed a notable surge in prices in 2023, yet this did not deter volume sales. Instead, consumers opted for alternative formats of deodorants designed for extended use, transitioning from sprays to roll-ons, creams, or sticks.…

In 2023, depilatories in Estonia recorded positive retail value growth, with retail volume sales rising in hair removers/bleaches and women’s razors and blades. This was an improvement compared to the review period, with the warm weather in 2023…

Depilatories in Georgia registered modest constant value and volume growth, partly supported by continuing population growth. In addition, inflation eased significantly and this also supported volume growth. Also, supply problems as a result of the…

The return of normal lifestyles in Latvia following the COVID-19 pandemic restored growth in depilatories bringing about a solid recovery in volume sales in 2021 and 2022. Depilatories is a mature category with limited growth opportunities due to the…

Depilatories in 2023 showcased positive retail value growth in Lithuania, with volume growth rising in all areas.

Depilatories in Serbia experienced slight volume growth in 2023, propelled by the prevalence of active lifestyles among women. As women ventured out more frequently, there was a corresponding uptick in demand for hair removal products. However, this…

Value sales of dog food in Bulgaria are set to experience moderate growth in 2024. Much of this growth will be based on the further penetration of prepared food due to pet owners' higher awareness of the health and nutritional benefits of industrial…

In dog food in Hungary, the economy and premium segments stand out as growth drivers, suggesting a level of polarisation in the demand of dog owners. Dry dog food is set to overtake wet dog food to become the biggest contributor to retail volume…

In 2023, fragrances in Estonia recorded double-digit retail value growth, driven by the premium segment. While retail volume growth was positive in all areas of premium fragrances, mass fragrances declined, with mass fragrance sets/kits recording…

It was a positive year for fragrances in Georgia in 2023, with similar healthy volume growth both for premium and mass fragrances, though volume growth was lower than the previous year. Price sensitive consumers, especially in the mass segment, opted…

Fragrances in Latvia registered a much slower performance in 2023 compared to previous years. Although fragrances are considered a staple item for the majority of consumers, demand weakened for several reasons. Economic uncertainty remained strong in…

In 2023, sales demonstrated another outstanding year in Lithuania with strong double-digit retail value growth and strong retail volume growth in all areas, bar men's mass fragrances and mass fragrance sets/kits.

Fragrances in Serbia in 2023 showcased stable performance but encountered notable challenges. A significant development was observed with drugstore chains like Dm introducing low-cost fragrances within their product offerings. Similarly, the…

In 2023, hair care in Estonia recorded double-digit retail value sales, driven by rising inflation, while volume growth was positive in all areas of bar hair loss treatment. Conditioners showcased strong growth in 2023, while professional hair care…

Hair care in Georgia registered moderate constant value and volume growth in 2023. However, the offering remained basic, with standard shampoo being the most popular product and little demand for products such as serums or styling agents. Hair…

Following a relatively strong performance in the year prior, demand for hair care slowed in Latvia during 2023. Retail volume sales came under pressure following the price increases, although this had a positive impact on current value growth. 2023…