Research and Markets: This Report Offers a Comprehensive Guide to the Size and Shape of the Cosmetics and Toiletries Market in Belarus

Business Wire, August 27, 2008

DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/research/c3bea3/cosmetics_and_toil) has announced the addition of the "Cosmetics and Toiletries in Belarus" report to their offering.

Our Cosmetics And Toiletries in Belarus market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Why buy this report

- Get insight into trends in market performance

- Pinpoint growth sectors and identify factors driving change

- Identify market and brand leaders and understand the competitive environment

Product coverage

Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care

Executive Summary:

Cosmetics and toiletries market develops strongly in Belarus

In 2007 cosmetics and toiletries continued to maintain very good growth. Leading local companies made a major contribution to the popularity of such products, as their appealing, well-packaged and attractively-priced offerings became increasingly popular. Rising awareness of cosmetics and toiletries and also increased disposable income boosted performance, making cosmetics and toiletries one of the most profitable markets in the country. As a result, foreign and local players launched new products and established more stable distribution chains. Newly launched offerings from foreign manufacturers now appear on Belarusian shelves at the same time as they appear in the other European countries, and advertising by both local and foreign manufacturers has become more active and aggressive.

Local players remain strong

Another key trend in 2007 was local manufacturers' increased presence on the market. This was due to the high quality and affordability of their products and their wider spectrum of goods, with products that appeal to all consumer segments. Local producers made themselves familiar in new niches and often proved to be more aware of local consumers' requirements and new trends than their multinational counterparts. Furthermore, natural ingredients have become of considerable importance in the cosmetics and toiletries market, and Belarusian consumers often assume that locally produced cosmetics and toiletries are more natural than imported offerings. Consequently, the presence of natural ingredients plays an important role in consumers' purchasing decisions, and further contributes to the popularity of local products.

Fast pace of growth intensifies competition

Value-for-money and "budget oriented" brands were in the lead in 2007. The competition for share continues, with domestic companies competing seriously with multinational and Russian players. In total, 2007 saw an increasing competition because the cosmetics and toiletries market in Belarus is one of the fastest growing in the country. The competition for share continues, with domestic companies competing seriously with multinational and Russian players. Products of high quality, with natural ingredients or with latest innovations were more expensive than "budget orientated brands", but "budget orientated brands" were in the lead in 2007.

Retail distribution to experience ongoing shift

Towards the end of the review period warehousing and distribution experienced impressive improvements. Kiosks and open market pavilions kept losing shares in 2007, but still remained the main distribution channel for cosmetics and toiletries with almost 41% of retail distribution in value. Second largest distribution channel for cosmetics and toiletries products in Belarus in 2007, as in previous years, were department stores. Supermarkets/hypermarkets have over the most recent period increased in number and more shelf space became available for mass-market cosmetics and toiletries, sale of cosmetics and toiletries products via supermarkets and hypermarkets saw an increase in value share in 2007. Perfumeries and direct sales of such products as modern channels is growing rapidly. In 2007 a number of several specialist outlets opened, but remain in the capital and key cities.

Local players expected to introduce higher value products

Increasing consumer spending power in Belarus, as well as consumers' rising knowledge and awareness of cosmetics and toiletries will underpin growth over the forecast period. Leading local manufacturers, who have won popularity among low income consumers and the "working class" segment, are expected to launch more expensive brands and move towards the higher end of the mass segment. Consumers will become more interested in ingredients and product quality, which will become a more important factor in purchasing decisions rather than price, which is traditionally the most important factor for the majority of Belarusians.