Understand the key trends shaping demand and future opportunities...
Understand the key trends shaping demand and future opportunities across industries in Eastern Europe, with the latest regional and country-level analysis and market statistics.
Marketing campaigns grew in importance for the chewing gum industry in Poland towards the end of the review period. Wrigley, the leading player in the chewing gum category in Poland, launched a campaign called "Every Smile is Beautiful" to support…
Gum is achieving positive volume and robust value sales in Romania in 2024. This is primarily attributed to consumers’ post-pandemic return to busy, out-of-home lifestyles, therefore reviving the role of gum as a breath freshener. Added to which, the…
Retail volume sales of gum saw relatively modest growth in 2023, when compared to the performance of the previous year. Chewing gum continued to account for the lion’s share of the category, as well as recording the stronger performance. Sugar-free…
The elevated inflation in 2023, along with rising production costs, is expected to significantly impact gum as a product area not only in 2023 but also in the future. As prices rise, consumer spending on non-essential items such as gum slightly…
Gum is expected to register some volume growth in 2023, as consumers lead busy lives and often use gum as a breath freshener. In addition, gum is particularly popular among smokers, to remove any bad breath. The return of tourists in large number is…
Gum is highly dependent on impulse purchases, on-the-go consumption, and as a breath freshener. Because of this, the post-pandemic return to social gatherings and office working post-pandemic led modest retail volume growth in 2023.
The demand for gum in Ukraine suffered heavily in the wake of the Russian invasion of the country in 2022. This was partly because consumers in Ukraine looked to save money, and they tended to make fewer impulse purchases, which included perceived…
Consumer demand for hair care in Bosnia and Herzegovina remained stable in 2023 despite the inflationary climate and limitations on consumer expenditure. The resumption of hectic lifestyles and greater social contact following the pandemic has…
In 2023, styling agents, conditioners and hair loss treatments recorded the strongest current value growth rates in Bulgaria’s hair care category, followed closely by standard shampoos. The emerging trend of ‘in-depth hair care’, along with so-called…
Towards the end of the review period, local consumers adopted a more personalised, customised approach to their hair care needs. This trend first emerged during the peak months of the COVID-19 pandemic, when many people took the opportunity to…
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…
The hair care market experienced a significant shift towards home treatments and wellness routines towards the end of the review period. This was driven by a combination of factors including the lingering impact of COVID-19 and rising inflation,…
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…
In 2023, hair care in Lithuania recorded double-digit retail value sales, with retail volume growth led by hair loss treatments. As global supply chains continued to face challenges in the first quarter of 2023, price increases were put in place.…
It was a muted picture for hair care in North Macedonia in 2023, with high inflation continuing to hit profit margins and a declining population also dampening volume growth. Standard shampoo continued to account for most value sales, but more niche…
Hair care in Poland maintained its growth momentum in retail volume and current value terms in 2023. This was despite the fact that after seeing declines in 2020 due to the pandemic, current value sales had already returned to the pre-pandemic level…
In 2023, hair care in Romania demonstrated robust growth, with a low increase in retail volume terms, and a strong-single digit increase in current value terms. Current value growth was recorded across all categories, whilst a more mixed performance…
In 2023, hair care in Serbia witnessed growth predominantly driven by ancillary products such as hair masks, serums, and oils. Serbians are increasingly prioritising hair health and aesthetics, embracing styling techniques to achieve desired looks.…
Despite the decrease in retail volume sales, hair care recorded positive growth in current value sales, primarily due to price increases. Lower purchasing power led consumers to limit their spending, with more consumers choosing to dye their hair at…
Hair care in Slovenia recorded another good strong year in 2023 with the return to normal grooming habits following the COVID-19 pandemic. Private label has witnessed increasing popularity thanks to its affordability at a time of high inflation and…
Hair care saw current value growth in the Czech Republic in 2023. The skinification of hair was a notable shift in focus in the hair care category, as consumers looked to repair existing damage and/or to prevent damage. The scalp is an extension of…
Hair care products are considered to be essentials in terms of Ukrainians’ personal grooming routines. A notable trend contributing to the growth being seen in 2023 was the shift among consumers towards purchasing larger packs of hair care products.…
Whilst premium wireless headbands were popular during COVID-19 as they had more convenient features for both work and gaming, high inflation and rising prices deterred consumers from paying extra for them in 2023, therefore mass products performed…
Headphones registered further growth in Poland in 2023, mainly driven by new product development in terms of technology. Active noise cancellation (ANC) is particularly demanded when working from home or in an open office. Quality of sound is another…
Consumers are increasingly consuming entertainment through their mobile devices in Romania, including when outside home and on the move with this making a positive contribution to the growth and development of headphones. Furthermore, rising mobility…
Retail volume sales of headphones have decelerated over the review period, with growth slowing substantially in 2023. Demand for headphones is closely connected to that of smartphones, which suffered a decline in 2023 as consumers put off new phone…
Despite continuing high inflation, performance for health and beauty specialists in Bulgaria was stable, with constant value sales rising slightly. There was also further opening of outlets. Value sales through pharmacies continued to account for…
Health and beauty specialists is a channel which has been affected by cross-category trends in Hungary in 2023. Specifically, the impact of high inflation has led to a growing presence of private label options, thus, to meet the needs of…
In 2023, health and beauty specialists recorded strong growth in value sales. This channel has thus far been relatively resistant to the rising cost crisis in the country. This is influenced by its wide range of products and rapid response to the…
Within health and beauty specialist retailers in Romania in 2023, chemists/pharmacies held the most significant retail value sales by far. These outlets have the largest number of stores, with a strong sales position that continued to be in place…
Health and beauty specialists were the best performing retail channel in Slovakia in 2023 in terms of value growth. There was also a significant increase in outlet openings. However, it was a mixed bag. While pharmacies registered a healthy increase…
In 2023, health and beauty specialists in the Czech Republic experienced a decline in retail volume sales as price hikes dampened consumption. The largest contributor to category growth were beauty specialists, which continued to see a recovery from…
An impressive recovery by health and beauty specialists in Ukraine in current value sales terms in 2023 was underpinned by robust demand in the dominant channel of pharmacies. The latter continued to show greater resilience to the economic shock of…
The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic,…
The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic,…
Herbal/traditional products is witnessing a strong performance in 2023, amidst stable consumer demand and rising unit prices in all categories. Inflation has been a key trend driving up unit prices of herbal/traditional products. While the COVID-19…
In Bulgaria, younger consumers are increasingly turning to herbal/traditional products as a natural and holistic alternative to conventional medications. These consumers are at the forefront of the shift towards a more preventive and holistic…
Driven by a greater consumer focus on health and wellness, sales of herbal/traditional products are recording further growth in 2023. There is a growing preference for herbal/traditional over standard products as herbal medicine is deeply rooted in…
Sales of herbal/traditional products are set to record further growth in 2023 as they continue to benefit from the growing trend towards products with natural ingredients, which consumers believe to be just as effective without as many chemical side…
Herbal/traditional products is expected to register a fall in volume sales, with constant value sales being unchanged. Inflation and economic uncertainty leads to consumers cutting back on non-essential consumer health products. In addition, as…
Although overall current value growth for herbal/traditional products in 2023 is set to equal that recorded in 2022, this is mainly due to price hikes amidst soaring inflation in Hungary. With the resultant drop in purchasing power making people much…
Herbal/traditional products remain very popular in Latvia, where they are usually used for tackling minor illnesses. Indeed, consumers in Latvia are already quite familiar with using herbal/traditional remedies for the treatment and prevention of…
Herbal/traditional medicine is generally very popular in the Lithuanian market, covering local and international players. The landscape is a sizeable product area in Lithuania, and in 2023, despite soaring inflation caused by an energy crisis,…
An improved quality of life, higher living standards, and the health and wellness trend (and its associated link with more natural products) is driving volume sales of herbal/traditional products in 2023. Also, consumers are increasingly prepared to…
The market for herb-based remedies and supplements is generally correlative with the broader environment of OTC medicines. For many consumers, the primary focus is on addressing health concerns, with product composition being a secondary…
Herbal/traditional products is benefiting from the broad trend towards products containing natural ingredients that is influencing demand across a wide range of consumer goods categories, including packaged food and soft drinks, as well as consumer…
In 2023, Serbians remain positively disposed towards herbal/traditional products. When it comes to natural medicines and herbal preparations, only 26% of Europeans overall use them in defence against viral infections, but Serbians are significantly…
The strong wave of influenza in Q1 2023 and the stronger than anticipated return of common respiratory infections are stimulating the demand for many herbal/traditional products in Slovakia at the end of the review period. Herbal/traditional products…
Driven by a stronger consumer emphasis on health and wellbeing, current value sales of herbal/traditional products are experiencing moderate growth in 2023. In Slovenia, there is an emerging preference for herbal/traditional products over standard…