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Market Focus: Trends and Developments in the Skincare Sector in Russia

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Published Date : Feb 2014

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No. of Pages : 41 Pages

Product Synopsis
This report provides a concise overview of the Skincare market in Russia. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive its evolution and the leading companies within the market, allowing you to plan effectively for the future.

Introduction and Landscape
Why was the report written?
This overview of the consumer and market dynamics of the Russian Skincare sector allows new entrants and established companies to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?
The Russian Skincare market will record positive, albeit slowing, growth during 2013-2018 in volume and local currency terms. The economic downturn has negatively impacted the mass Skincare segment, though premiumization is on a rise.

What are the key drivers behind recent market changes?
Russia is one of the fastest growing economies in Europe, with a stable macroeconomic situation. A growing middle class, with rising disposable income, is creating opportunities for premium Health and Beauty Products.

What makes this report unique and essential to read?
This report brings together consumer insight and market data to provide a comprehensive brief of the Russian Skincare sector. This allows for the rapid identification of key growth opportunities across five Skincare categories and their packaging.

Key Features and Benefits
Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Skincare sector in Russia.

Key growth categories are highlighted by analyzing the market dynamics of five Skincare categories: Body Care, Depilatories, Facial Care, Hand Care, and Make-up Remover.

Market shares are provided for the leading brands across the Body Care, Depilatories, Facial Care, Hand Care, and Make-up Remover categories.

An overview of packaging trends in the Russian Skincare sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key future trends are highlighted and analyzed in order to identify opportunities and threats in the Skincare sector.

Key Market Issues
The most influential consumer motivation, by far, is Changing Age Structures, which tracks products chosen to meet age-specific demands, be they softer formulations for babies\' skin or anti-wrinkle creams for older consumers.

Russian consumers are looking for value in their Skincare products, through both price-squeezing, and through products that can justify their price tag. Consumers are willing to pay a premium for quality and products that have Beauty enhancing ingredients.

In 2012, Hypermarkets and Supermarkets continued to be the dominant distribution channel for both overall Health and Beauty and the Skincare sector.

Private Label penetration in Russia\'s Skincare market is low. Even during the global downturn, Russia was among the top 10 countries that did not purchase more Private Label brands. Russia lags behind the majority of European markets in terms of consumer trust and confidence in the quality of Private Label.

In the mass consumption branded category, a rising number of single person households has led to increased demand for smaller pack sizes of Skincare products.

Key Highlights
Women consume the most Skincare products by volume; however, the male market base is also substantial. Moderate Income older men and women have the highest consumption share of Skincare products. Time Rich men have the highest consumption propensity, while time does not play a significant role for women.

Hand Care will record the fastest value growth in Russia\'s Skincare sector throughout 2008-2018, and Hand Care will account for a higher value share gain in the overall market compared to large categories

Russians are increasingly familiar with cosmetic products, leading to increased consumer evaluation of products. Skincare users in Russia attach a high significance to product ingredients such as minerals, herbs from traditional Russian medicine, proteins, and amino acids.

Facial Care accounted for over three-quarters of the total number of packs used in the Russian Skincare sector in 2013, driving significant demand for Rigid Plastic and Flexible Packaging Bottles and Tubes.

Packaging plays a significant role in making products stand out on the shelf, influencing Skincare purchase decisions. Growing demand for Skincare products in Russia will result in a parallel demand for Rigid Plastic Bottles and Flexible Packaging, alongside Screw Top and Flip/Snap Top closures.
Country context
- Rising income among a growing middle class is fuelling growth in consumer markets
- Hypermarkets and Supermarkets, and Health and Beauty Stores dominate retail sales in Russia
- Health and Beauty stores are the most prominent distribution channel of Skincare products in Russia
Consumer Profile
- Women are the primary Skincare product consumers closely followed by Men
- Opportunities exist in anti-aging category as Mid-Lifers have the highest consumption frequency in the Russian Skincare market
- There is high demand for Skincare products that meet age-specific needs
- Age-specific demands and evolving gender needs are driving consumption choice
- Consumers are looking for a balance between price and quality, as well as beauty efficacy from products where science meets nature
Sector Analysis
- Growth is slowing in the Russian Skincare market as the population declines
- Body Care category to record higher value growth compared to Facial Care over the period 2013-2018
- Though a low value category, Hand Care is expected to record the highest growth during the period 2008-2018
- Depilatories category to record marginal growth during 2013-2018
- Hand Care is the fastest growing category in Russia\'s Skincare sector
- Hand Care and Body Care will increase their value share in the Skincare sector
Brands and Private Labels
- Russian consumers continue to buy branded Skincare products due to limited confidence in the quality of Private Label
- Private Label offers high growth opportunities in Depilatories and Hand Care
- Cherniy Zhemzhug, Veet and Chistaya Liniya are key brands in the Russian Skincare market
- Barhatnie Ruchki and L\'Oral lead brand share in Hand Care and Make-Up Remover
Packaging Insight
- Rigid Plastics will continue to be the preferred packaging material for Skincare products due to the offered convenience
- Rising consumption of Skincare products will increase packaging demand by 2018
Future Outlook- Four key trends in Russia Skincare sector
- Selection of product ingredients, increased premiumization, and preference for small sized packs are key trends in Russia\'s Skincare sector
Data Appendix and Summary Methodology

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