Eastern Europe

Grocery retailers saw strong current value growth in 2022. As the situation stabilised with the reduced threat of Coronavirus (COVID-19), smaller formats like food/drink/tobacco specialists, small local grocers and convenience stores also started to…

The war in Ukraine has had a profound impact on grocery retailers in Lithuania during 2022. As a result of the conflict, grocery prices have increased significantly, and the consumer base has grown due to refugees from Ukraine. This has led to an…

In 2022, though there was healthy growth in current value sales, constant value sales fell. The war in Ukraine had a negative impact, with the resultant energy crisis leading to soaring inflation and dampening volume sales. In addition, there was…

New store openings within the modern grocery retailers channel helped fuel growth in current value terms in 2022, albeit the number small local grocers and food/drink/tobacco specialists declined. For example, Delhaize Serbia, the second largest…

Forecourt retailers is maintaining solid growth, after recovering from its declines during the era of pandemic restrictions. Within this environment, in March 2023, it was revealed that MOL Group has sold 39 service stations to Shell in Slovenia, as…

In 2023, gum saw minimal decline in retail volume terms due to diminishing consumer demand for products in this category. Health and wellness trends and changing consumer preferences are diverting consumers away from gum and towards healthier snack…

Growth in retail volume sales of gum in Bulgaria in 2023 looks set to surpass that recorded in 2022, with chewing gum and bubble gum both projected to register improved results in this respect. This is mainly explained by the fact that consumption is…

Given the strong inflation and growth in unit prices, gum had a moderately successful year in current retail value terms. The number of tourists continues to rise, and the entertainment trend, which was strong in 2022, continues in 2023.…

While gum is expected to register an increase in current value sales, constant value sales are expected to fall, due to high inflation. Volume growth is also expected to be marginal. Gum is gradually losing popularity and it increasingly gets bad…

In the past few years, gum has experienced significant setbacks, with annual volume sales declining from between 5 and 23% during this period. The COVID-19 pandemic had a particularly negative impact on the gum category, but this was followed by a…

Chewing gum saw a second year of decline in retail volume terms in 2023, albeit to a lesser extent than the previous year. Sales of chewing gum remain largely impulse-driven and with more Hungarians working from home, at least on a hybrid basis, they…

Gum is expected to register modest 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.

Retail volume sales of gum have been restored after the losses suffered during the COVID-19 pandemic, with sales coming back to more stagnant growth in 2023. By comparison, current value growth continued in double-digits thanks to retail price…

Gum continues to gradually recover from the pandemic in 2023, although retail volume sales are still declining marginally. Gum increasingly has a bad name, due to its high sugar content and bad environmental reputation in terms of disposability, and…

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,…