Eastern Europe

Mass beauty and personal care in Bulgaria registered a positive performance in 2023. Whilst price increases fuelled some of this growth, the increased demand for more affordable products was also a factor as inflation remained stubbornly high. This…

Mass beauty and personal care registered a positive performance in 2023, outperforming premium beauty and personal care as the uncertain economic situation, high inflation and ongoing energy crisis forced many Croatian consumers to look for cheaper…

In 2023, retail value sales in mass beauty and personal care in Estonia recorded double-digit retail value growth. While this is below the value growth for premium offerings, the vast majority of sales are generated by mass products. Key areas for…

Mass beauty and personal care still accounted for significantly more value sales than premium in Georgia in 2023. However, its current value growth was lower. That being said, there was growth. Mass beauty and personal products are continually…

Mass beauty and personal care registered dynamic double-digit growth in current value terms in 2023, albeit this was largely due to soaring inflation, with volume sales seeing more modest growth. High inflation and declining purchasing power resulted…

Mass beauty and personal care remains the largest segment in Latvia. Despite the growing popularity of premium goods, the majority of consumers use mass products. Solid growth was posted by mass products in 2023, despite the ongoing financial…

In 2023, mass beauty and personal care products continued to drive the bulk of sales in Lithuania. Although retail value and volume growth is much lower than growth registered by the premium segment, mass items remain the core products demanded,…

Mass beauty and personal care still accounted for significantly more value sales than premium in North Macedonia in 2023. However, with inflation still being high, there was only a slight increase in constant value sales, as rising costs hit profit…

Although growth was lower than premium beauty and personal care, mass beauty and personal care witnessed a second year of double-digit current value growth in Poland in 2023. High current value growth was seen across all mass beauty and personal care…

Continuing the trend from 2022, mass beauty and personal care saw dynamic current value growth in Romania in 2023. Mass brands remain the default choice for the vast majority of consumers across all beauty and personal care categories. Several…

The surge in mass beauty and personal care sales in Serbia during 2023 was primarily fuelled by a robust escalation in prices. This inflationary trend, coupled with heightened price sensitivity among consumers, prompted a notable transition across…

Mass beauty and personal care in Slovakia recorded healthy growth in current value terms, albeit boosted by high inflation. In 2023, energy, transport and production costs remained high, which forced manufacturers to increase unit prices. Although…

Mass beauty and personal care registered a strong performance in 2023, driven by increased demand for cheaper products as high inflation prevailed in Slovenia. This development has positively impacted the performance of private label in recent years.…

Mass beauty and personal care saw current value growth in the Czech Republic in 2023. Brands and companies focused on adding extra value to boost sales, with some blurring the lines between the mass and premium segments. This was particularly visible…

In 2023, mass beauty and personal care in Ukraine was recording strong growth thanks to the affordability of these products against the backdrop of consumers’ falling purchasing power. The development of private label products has also contributed to…

Meals and soups recorded a moderately positive sales performance in retail volume terms over the course of 2023 as the category benefited from the rising demand for products that represent convenience for the local population. In particular, the…

The Bulgarian market for meals and soups in 2023 remained nearly stagnant, with a slight negative trend, primarily driven by the increased frequency of dining out. The categories most affected by this shift were shelf-stable ready meals and dried…

Growth in retail volume sales of ready meals in Croatia in 2023 looks set to be up substantially on 2022, with all categories expected to post improved results in this respect. This is mainly explained by the return to pre-pandemic routines, in that…

Chilled ready meals demonstrated the highest volume and value growth in 2023. These products became popular in Estonia following the lifting of pandemic quarantine restrictions and the return to work, with consumers opting for chilled ready meals as…

Meals and soups in Georgia in 2023 is seeing the frozen ready meals segment maintaining its dynamic and robust presence, holding a substantial volume share of over 60%. This segment's dominance is a significant propellant for the broad spectrum of…

Retail volume sales of meals and soups registered continued growth in 2023. With consumers leading increasingly busy lifestyles, there was a growing interest in convenient meal solutions, which boosted demand for products such as ready meals and…

Meals and soup is expected to register double-digit current value growth, though constant value growth will be muted, as continuing high inflation eats into profit margins. All the same, there will be some volume growth. Growth is not expected to be…

Meals and soups is expected to register both current value and volume growth in 2023. With society fully opened up post pandemic, and consumers leading busy lives, they appreciate the convenience of meals and soups. Ready meals account for most value…

In 2023, meals and soups experienced continued robust retail volume growth, propelled by the solid performance of shelf-stable ready meals and frozen pizza. Despite being the largest category, soups faced a moderate decline due to shifting consumer…

Recent years have witnessed a surge in sales in ready meals and soups in Poland, thanks to innovative product launches. Dobrowolscy, renowned for high-quality delicatessen products, introduced a line of ready meals, Dobrowolscy od Kuchni, featuring…

Projected retail volume growth for some categories of meals and soups in 2023 is boosted by the total lifting of Coronavirus (COVID-19) restrictions since 2022. This has led to a return to the office for employees for whom many of these products…

In the post-pandemic era, many Serbians have resumed their busy lifestyles and this has stimulated demand for meals and soups. Frozen ready meals is witnessing the fastest retail volume growth thanks to its convenience and the diverse choice of…

Demand for ready meals in 2023 is significantly impacted by the weakening purchasing power of Slovak households, which is causing consumers to cut back on spending. All category members are seeing volume sales declines. However, economy-priced ready…

Meals and soups is rising in both volume and value terms in Slovenia in 2023. Increasingly busy lifestyles, work-from-home trends, a booming tourist season and persistent urbanisation are all contributing to overall growth for meals and soups thanks…

As a result of inflation, many low- to middle-income Czech consumers have been discouraged from dining at foodservice establishments, leading to a concomitant increase in home cooking. This benefits chilled ready meals and soups, which offer busy…

Meals and soups recorded a relatively robust sales performance during 2023 as retail volume sales increased across all categories. This can be partly seen as the natural response to the dramatic decline seen in demand for meals and soups in the…

Flexible plastic remained the dominant pack type in soup in 2022, helped by its strong usage in dry soup, the biggest category, although folding cartons are also widely used in dry soup. Flexible plastic packaging comes in a variety of shapes and…

While other leading pack types, such as flexible aluminium/plastic and flexible aluminium/paper, continued to lose ground within meals and soups packaging in 2022, thin wall plastic containers witnessed an increase in pack type share. This was…

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in…

Men’s grooming products remained in high demand in Bosnia and Herzegovina, despite the ongoing demographic crisis and economic woes in 2023. Inflation continued to be an issue forcing manufacturers to increase product prices. Growing consumer…

Men’s grooming in Bulgaria is evolving due to changing attitudes towards self-care with men investing in their personal appearance. In 2023, men’s grooming witnessed robust growth in current value terms driven mainly by unit price increases, while…

2023 saw men’s razors and blades return to positive growth as more local men chose the cleanshaven look, a sign that the decade-long trend towards wearing beards may have already peaked. While men’s pre-shave and men’s post-shave each continued to…

In 2023, men's grooming in Estonia showcased a positive performance, with double-digit retail value growth and standout volume performances from men's fragrances and bath and shower products. While men's grooming suffered from COVID-19 lockdowns,…

Men’s grooming in Georgia registered positive value and volume growth in 2023, as inflation fell significantly. In addition, the continued expansion of modern retailing and in particular beauty specialists also expanded the range of brands and…

As current fashion trends lean towards styled facial hair, a significant number of male customers are opting for grooming techniques that focus on shaping their beard contours rather than achieving a smooth shave. This has led to a surge in demand…

The year 2023 was a strong year for men’s grooming in Latvia and the Baltic region overall. Men have fully returned to socialising with daily regimes resumed outside the home. Consequently, frequent grooming has once again become a daily habit among…

In 2023, men's grooming recorded double-digit retail value growth and positive retail volume growth in all areas, excluding premium skin care and men's mass fragrances. A high level of retail volume growth was noted in men's premium fragrances, with…

Though there was double-digit growth in current value sales in men’s grooming in North Macedonia in 2023, volume growth was minimal and constant value sales fell slightly. Continuing high inflation, as well as a declining population, dampened value…

After declines were seen for men’s grooming in Poland during the pandemic, value sales returned to the 2019 level in 2022, while 2023 witnessed continued robust retail volume recovery, and sales finally returned to the pre-pandemic level. Despite…

Although overall volume sales in men’s grooming continued to see a slight decline in 2023, the category experienced stable solid growth in current value terms in Romania, driven by rising prices. There was a surge in the number of companies…

Men's grooming in Serbia exhibited a stable performance in 2023, with middle-aged consumers primarily gravitating towards basic products like shampoo and body wash. However, the influence of social media is prompting younger Serbians to adopt…

In 2023, men’s grooming in Slovakia witnessed robust current value growth, fuelled mostly by men’s skin care, which outperformed the entire category in current value and retail volume terms. Facial hair and beards are popular in Slovakia, which has…

Men’s grooming in Slovenia was hampered by the weak performance of men’s shaving due to the enduring popularity of beards, especially among men in their 30s and 40s. While the beard trend has undoubtedly peaked, there are still significant numbers of…

In 2023, the men’s grooming category recorded current value growth in the Czech Republic. The category’s expansion can be attributed largely to men’s skin care, which rose in both retail value and volume terms during the year. Mass men’s skin care…

Men's grooming immediately returned to recording positive growth in 2023 after the decline seen a year earlier when war broke out in Ukraine. Although men themselves were sometimes unable to buy men’s grooming products, women often bought these…