Bath and Shower in Belarus - New Market Study Published

Two trends shaped demand for bath and shower in Belarus in 2014 – increasing interest in natural products’ ingredients and bigger packaging. Consumers are becoming more educated and aware of products’ ingredients, read labels, searching for natural components and for absence of harmful ingredients, which are in line with the trend for health and wellness. Larger bottles are becoming more popular as this packaging allows savings.

Competitive Landscape

In 2014, two domestic companies led bath and shower – Gomelsky Zhirovoy Kombinat OAO with 13% and alliance Belita SP OOO – Viteks ZAO with 10% current value growth. Domestic leaders are present in three essential areas of bar soap (Gomelsky Zhirovoy Kombinat),body wash/shower gel and liquid soap (Belita – Viteks), with quality products with very good price-quality ratio, which makes a proportion of Belarusian consumers loyal to domestic brands.

Industry Prospects

Bath and shower is expected to record a value CAGR of 2% at constant 2014 prices over the forecast period. The category is predicted to remain as one of the largest in beauty and personal care, with products considered essential by the majority of consumers. Although the category is moving towards maturity, there is scope for growth in the essential categories, with the development of specific products, and in the non-essential categories through increasing the consumer base. Bath and shower is expected to grow in both urban and rural areas. Growth among urban consumers will be supported by consumers switching to more expensive specialised products. In rural areas, growth will be supported by increasing per capita consumption, as the per capita consumption is much lower than in urban areas.

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Report Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Belarus with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in Belarus, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Belarus market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth  
* Robust and transparent market research methodology, conducted in-country

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